CHAPTER SEVEN

Consumer Learning

Learning Objectives
1. To Understand the Process and Four Elements of Consumer Learning. 2. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior. 3. To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior.

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Learning Objectives (continued)

4. To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior. 5. To Understand How Consumer Learning and Its Results Are Measured.

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In Terms of Consumer Learning, Are These New Products Likely to Succeed?

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These Ads Might Induce Learning Due to the Familiar Names

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Learning
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

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Elements of Learning Theories

Motivation Cues Response Reinforcement
Unfilled needs lead to motivation

Stimuli that direct motives

Consumer reaction to a drive or cue

Increases the likelihood that a response will occur in the future as a result of a cue

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Two Major Learning Theories

Behavioral Learning Based on observable behaviors (responses) that occur as the result of exposure to stimuli
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Cognitive Learning Learning based on mental information processing Often in response to problem solving

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Behavioral Learning
Classical Conditioning Instrumental (Operant) Conditioning

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Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
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Models of Classical Conditioning Figure 7-2a

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Figure 7-2b

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Discussion Questions
For Coca-Cola or another beverage company:
How have they used classical conditioning in their marketing? Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response.
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Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wearout is a problem
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Why Did Gillette Use Two Different Ads to Advertise the Same Product?

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Repetition of the Message with Varied Ads Results in More Information Processing by the Consumer

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Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination Having the same response to slightly different stimuli Helps me-too products to succeed Useful in:
product extensions family branding licensing

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Discussion Questions Stimulus Generalization

How does a pharmacy like CVS or Rite Aid use stimulus generalization for their private brands? Do you think it is effective? Should this be allowable?

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Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?

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Stimulus Generalization

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What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?

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Product Category Extension Stimulus Generalization

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Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination Selection of a specific stimulus from similar stimuli Opposite of stimulus generalization This discrimination is the basis of positioning which looks for unique ways to fill needs
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What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?

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Stimulus Discrimination Product Differentiation

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Instrumental (Operant) Conditioning

A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
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A Model of Instrumental Conditioning Figure 7.9

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Reinforcement of Behavior

Positive Positive outcome Strengthen likelihood

Negative Negative outcome Encourages behavior

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Reinforcement of Behavior
Extinction A learned response is no longer reinforced The link is eliminated between stimulus and reward Forgetting The reinforcement is forgotten

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Strategic Applications of Instrumental Conditioning

Customer Satisfaction (Reinforcement) Reinforcement Schedules Shaping Massed versus Distributed Learning

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Observational Learning (modeling or vicarious learning)

A process by which individuals learn behavior by observing the behavior of others and the consequences of such behavior
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Information Processing and Cognitive Learning

Cognitive Learning
Learning involves complex mental processing of information Emphasizes the role of motivation

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Information Processing and Memory Stores - Figure 7.10

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Discussion Questions
How do advertisers drive consumers to rehearse information? When does this work against the advertiser? Can you think of examples of advertisements which drive you to rehearse?

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Theoretical Models of Cognitive Learning - Table 7.1

Generic Framework Promotional Model Tricompetent Model DecisionMaking Model Innovation Adoption Model Innovation Decision Process

Knowledge Evaluation Behavior

Attention Interest Desire Action

Cognitive Affective Conative

Awareness Knowledge

Awareness Knowledge

Interest Evaluation Evaluation Persuasion Purchase Trial Decision Postpurchase Adoption Confirmation Evaluation

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Involvement and Passive Learning Topics

Definitions and Measures of Involvement Marketing Applications of Involvement Central and Peripheral Routes to Persuasion Hemispheral Lateralization and Passive Learning

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Involvement
Degree of personal relevance that the product or purchase holds for that customer. High involvement purchases are very important to the consumer Low-involvement hold little relevance, have little perceived risk, and have limited information processing
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Measuring Involvement with an Advertisement - Table 7.3

Subjects respond to the following statements on a 7-point Likert scale ranging from Strongly Agree to Strongly Disagree. The message in the slogan was important to me The slogan didnt have anything to do with my needs The slogan made me think about joining the military The slogan made me want to join the military While reading the slogan, I thought about how the military might be useful for me The slogan did not show me anything that would make me join the military I have a more favorable view of the military after seeing the slogan The slogan showed me the military has certain advantages The slogan was meaningful to me The slogan was worth remembering
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Marketing Applications of Involvement

Ads in video games Avatars Sensory appeals in ads to get more attention Forging bonds and relationships with consumers

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Central and Peripheral Routes to Persuasion

Central route to persuasion
For high involvement purchases Requires cognitive processing

Peripheral route to persuasion

Low involvement Consumer less motivated to think Learning through repetition, visual cues, and holistic perception
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Hemispheral Lateralization and Passive Learning

Hemispheral lateralization
Also called split-brain theory

Left Brain
Rational Active Realistic

Right Brain
Emotional Metaphoric Impulsive Intuitive
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What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel?

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Hemispheric Lateralization Both Sides of the Brain are Involved in Decision

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How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?

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The Ad is Targeted to the Right Brain

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Measures of Consumer Learning Brand Loyalty

Recognition and Recall Measures Brand Loyalty

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Measures of Consumer Learning Brand Loyalty

Three groups of factors

Personal degree of risk aversion or variety seeking The brands reputation and availability of substitutes Social group influences

Four types of loyalty

No loyalty Covetous loyalty Inertia loyalty Premium loyalty

Brand Equity the value inherent in a well-known brand name

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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