Consumer Learning

SAJJAD AHMAD 01

HETAL BHANUSHALI
KUNJAL BHANUSHALI JYOTI GUPTA JEENA JAIN

02
03 07 08

MANISH JAIN
NEVIN CHANDRAN

09
28

Importance of Learning
Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products

Consumer Learning

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

Learning Processes
Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort

Elements of Learning Theories

Motivation

Cues

Response

Reinforcement

Behavioral Learning Theories

One form of learning...

Classical Conditioning

Modeling or Observational Learning

Instrumental Conditioning

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

Pavlovian Model of Classical Conditioning

Unconditioned Stimulus Meat paste
Unconditioned Response Salivation

Conditioned Stimulus Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Bell

Conditioned Response Salivation

Analogous Model of Classical Conditioning

Unconditioned Stimulus Dinner aroma Conditioned Stimulus 6 oclock news
AFTER REPEATED PAIRINGS

Unconditioned Response Salivation

Conditioned Stimulus 6 oclock news

Conditioned Response Salivation

Cognitive Associative Learning

Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment

Neo Pavlovian Conditioning

The conditioned stimuli should precede the Unconditioned stimuli Repeated pairing of Conditioned and Unconditioned stimuli

Conditional stimuli and Unconditioned stimuli that logically belong together

Conditioned stimuli is new and unfamiliar

Unconditioned stimuli is biologically or symbolically salient

Strategic Applications of Classical Conditioning

Repetition

Stimulus Generalization

Stimulus Discrimination

Repetition
Repetition increases strength of associations and slows forgetting but over time may result in advertising wear out Cosmetic variations reduce satiation

Substantive Variations are the changes in advertising content

Three-Hit Theory

Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective

The number of actual repetitions to equal three exposures is in question

Stimulus Generalization
The possibility of other similar stimuli replacing a known conditioning stimuli

Stimulus Generalization and Marketing

Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations

Stimulus Discrimination

The ability to discriminate a specific stimulus from among similar stimuli because of perceived differences

Positioning Differentiation

Instrumental Conditioning
Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors A favorable experience is instrumental in teaching the individual to repeat a specific behavior

A Model of Instrumental Conditioning

Try Brand A
Stimulus Situation
(Need goodlooking jeans)
Unrewarded Legs too tight
Unrewarded Tight in seat Unrewarded Baggy in seat

Try Brand B Try Brand C

Try Brand D

Reward Perfect fit

Repeat Behavior

Reinforcement

Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response

Example: Ad showing beautiful hair as a reinforcement to buy shampoo

Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior

Example: Ad showing wrinkled skin as reinforcement to buy skin cream

Other Concepts in Reinforcement

Choose reinforcement rather than punishment Combat with consumer satisfaction Combat with repetition

Punishment
Extinction Forgetting

Instrumental Conditioning and Marketing

Customer Satisfaction (Reinforcement)

Extinction and Forgetting

Reinforcement Schedules

Total / continuous reinforcement

Fixed / systematic reinforcement

Variable / random reinforcement

Shaping
Performance of Reinforcement before the actual consumer behavior

Massed versus Distributed Learning

Observational Learning

A process by which individuals observe the behavior of others, and consequences of such behavior, Also known as modeling or vicarious learning

Consumers Learn by Modeling

Cognitive Learning Theory

This theory is based on the premises that the kind of learning most characteristics of human beings is problem solving, which enables individuals to gain some control over their environment

Appeal to Cognitive Processing

Information Processing

A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved

Information Processing and Memory Stores

Sensory Input

Working Memory Sensory (ShortRehearsal Store term Store)

Longterm Encoding Store Retrieval

Forgotten; lost

Forgotten; lost

Forgotten; unavailable

Rehearsal and Encoding

Rehearsal is repeating the information or relating it to other information

Rehearsal makes the information available for short term memory so that the encoding can happen

Encoding is the process where a word or visual image is selected to represent a perceived object

Retention

Information is stored in long-term memory

Episodically: by the order in which it is acquired Semantically: according to significant concepts

Involvement Theory
A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

Split Brain Theory

Right/

Left Brain Hemispheres specialize in certain functions

Issues in Involvement Theory

Involvement Theory and Media Strategy Involvement Theory and Consumer Relevance Central and Peripheral Routes to Persuasion Measures of Involvement
Narrow categorizers Broad categorizers

High involvement Central route of persuasion Low involvement Peripheral route of Persuasion.

Central and Peripheral Routes to Persuasion

A theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route)

Elaboration Likelihood Model (ELM)

A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective

The Elaboration Likelihood Model

Involvement HIGH LOW

Central Route

Peripheral Route

Message Arguments Influence Attitudes

Peripheral Cues Influence Attitudes

Measures of Consumer Learning

Recognition and Recall Measures
Aided and Unaided Recall

Cognitive Responses to Advertising

Copy testing Measures

Attitudinal and Behavioral Measures of Brand Loyalty

Phases of Brand Loyalty

Cognitive LoyaltyPeoples thought about object

Affective Loyalty refers to moods, feeling or emotional responses to the object

Conative Loyalty refers to behavioral intention or willingness to act

Action / Behavior Loyalty

Brand Loyalty As A Function of Relative Attitude and Patronage Behavior

Repeat Patronage High High Relative Attitude Low Loyalty Low Latent Loyalty

Spurious Loyalty

No Loyalty