evolves and changes as a result of new acquired knowledge or from actual experience. Elements of Learning
Motivation - Internal and external factors that
stimulate desire and energy in people to be continually interested and committed to make an effort to attain a goal.
Cues it is the stimuli that direct the motives of
one person. Response it is how individuals react to a drive or cue.
Reinforcement - intended to reassure
customers that they have made the right choice. Two general categories of learning theory
Behavioral Learning referred to as
stimulus-response learning to specific external stimuli signal that learning has taken place.
Cognitive Learning learning that is
concerned with acquisition of problem- solving abilities and with intelligence and conscious thought. Two forms of behavioral learning
Classical Conditioning (also known
as Pavlovian or respondent conditioning) refers to learning procedure in which a biologically potent stimulus is paired with a previously neutral stimulus. Instrumental Conditioning learning occurs through a trial and error process, with habits formed as a result of rewards received for certain responses or behaviors. Strategic applications of Classical Conditioning
Repetition increases the strength of the
association between a conditioning stimulus and an unconditioned stimulus and slow the process of forgetting.
Stimulus Generalization making the same
response to slightly different stimuli. Product line, form, and category extensions are principle of generalization Product line extensions - use of an established product brand name for a new item in the same product category. Product form extensions launched in a different form usually means line extension rather than brand extension. Product category extensions - is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Family Branding the practice of marketing a whole line of company products under the same brand name. Licensing allowing a well-known brand name to be affixed to products of another manufacturer. The names of designers, manufacturers, celebrities, corporations are attached for a fee to a variety of products enabling the licensees to achieve instant recognition and implied quality for the licensed products. Stimulus Discrimination is the opposite of stimulus generalization and results in the selection of a specific from among similar stimuli.
Product Differentiation designed to
distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, valuable to consumers. Two types of Reinforcement
Positive Reinforcement consists of events
that strengthen the likelihood of a specific response.
Negative Reinforcement is an unpleasant
or negative outcome that also serves to encourage a specific behavior. Extinction and Forgetting
A learned response is no longer reinforced, it
diminishes to the point of extinction that is to the point at which the link between the stimulus and the expected reward is eliminated. Forgetting is often related to the passage of time this is known as the process of decay. Strategies Applications of Instrumental Conditioning
Reinforcement the objective of all marketing
efforts should be to maximize customer satisfaction. Relationship Marketing developing a close personalized relationship with customers. Reinforcement Schedule product quality must be consistently high and provide satisfaction to the customer with each use for desired consumer behavior to continue. Three types of reinforcement schedule
Total or continuous - occurs when
reinforcement is delivered after every single target behavior whereas an intermittent schedule of reinforcement. Fixed ratio or systematic - provides reinforcement every nth time the product or service is purchased. Variable Ratio or random rewards consumers on a random basis or on an average frequency basis.( such as every third or tenth transaction. Shaping it is the reinforcement performed before the desired consumer behavior actually takes place. Modeling or Observational Learning ( vicarious learning ) - it is consumers often observe how others behave in response to certain situations and the ensuing results that occur and they imitate the positively reinforced behavior when faced with similar situations. Modeling is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. Information Processing Consumers process product information by attributes, brands, comparison between brands, or a combination of these factors. Sensory Store all data come to us through our senses each sense receives a piece of information and transmit it to the brain. Short-term Store Known as working memory is the stage of real memory in which information is processed and held just for a brief period. Long-term Store in contrast to short term store where information lasts only a few seconds and retain information for relatively extended period of time. Rehearsal the amount of information available for delivery from short-term storage to long-term storage. Encoding the process by which we select a word or visual image to represent a perceived object. Information overload when consumers are presented with too much information they encounter difficulty in encoding and storing it all. Retention the condition of keeping something. Chunking consumers recode what they have already encoded to include larger amounts of information. Retrieval is the process by which we recover information from long-term storage. It is most often triggered by situational cues. Interference effects are caused by confusion with competing ads, and make information retrieval difficult. Consumer Involvement is focused on the degree of personal relevance that the product or purchase holds for that consumer. High-involvement purchases are those that are very important to the consumer and thus provoke extensive problem solving and information processing. Low-involvement purchases are that are very important to the consumer hold little relevance and have little perceived risk and thus provoked very limited information processing. Central route to persuasion requires considered thought and cognitive processing. Peripheral route to persuasion less motivated to exert cognitive effort. Hemispheric Lateralization or split brain theory it is said that the human brain is divided into two distinct cerebral hemispheres that operate together but "specialize" in the kinds of cognition they process. Left hemisphere is the center of human language, it is the linear side of the brain and primarily responsible for reading speaking and attributional information processing. Left side of the brain is rational, active, and realistic` Right hemisphere is the home spatial perception and nonverbal concepts, it is nonlinear and the source of imagination and pleasure. Right side of the brain are emotional, metaphoric, impulsive and intuitive. Passive learning occurs through repeated exposures to a TV commercial and produces changes in consumer behavior prior to changes in the consumer's attitude toward the product. Recognition test are based on aided recall whereas recall test use unaided recall. Recognition test the consumer shoan an ads and asked whether he or she remember seeing it and can remember any of its salient points. Recall test consumer is asked whether he or she has read a specific magazine or watched specific television and can he or she recall any ads or commercial seen and any salient points about the product. Brand Loyalty the ultimate desired outcome learning. Attitudinal Measure are concerned with consumers overall feelings about the product and the brand and their purchase intentions. Behavioral Measure based on observable, factual behaviors regarding the brand such as quantity purchase, purchase frequency, and repeated buying. Behavioral scientist who favor the theory of instrumental conditioning believe that brand loyalty results from an initial product trial that is reinforced through satisfaction. Conceptual framework views for consumer loyalty
Personal degree of risk aversion or variety
seeking The brand's reputation and availability of substitute brands Social group influences and peers recommendations Four types of Loyalty
No loyalty no purchase at all and no cognitive
attachment to the brand. Covetous loyalty no purchase but strong attachment and predisposition toward the brand that was developed from the person's social environment Inertia loyalty purchasing the brand because of habit and convenience but without any emotional attachment to the brand. Premium loyalty High attachment to the brand and high repeat purchase. Brand equity refers to the value inherent in a well-known brand name. Co-branding also known as double branding it is a new relatively strategy among sme marketers.