Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK

Chapter 7
Consumer Learning

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The Importance of Consumer Learning to New Product Success

Why did these products fail?

Listerine Toothpaste Ben-Gay Aspirin Oreo Little Fudgies

Why did PocketPaks succeed?

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

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Learning Theories
Behavioral Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.
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Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.

Consumer Learning

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

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

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Elements of Learning Theories

Motivation Cues Response Reinforcement

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Reinforcement

A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus.

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Figure 7.1 Product Usage Leads to Reinforcement

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Behavioral Learning Theories

Classical Conditioning Instrumental Conditioning Modeling or Observational Learning

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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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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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Figure 7.2A Pavlovian Model of Classical Conditioning

Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Bell

Conditioned Response Salivation

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Figure 7.2B Analogous Model of Classical Conditioning

Unconditioned Stimulus Dinner aroma Unconditioned Response Salivation Conditioned Stimulus 6 oclock news

AFTER REPEATED PAIRINGS

Conditioned Stimulus 6 oclock news

Conditioned Response Salivation

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Cognitive Associative Learning

Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment. From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge
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Neo-Pavlovian Conditioning
Forward Conditioning (CS Precedes US) Repeated Pairings of CS and US A CS and US that Logically Belong to Each Other A CS that is Novel and Unfamiliar A US that is Biologically or Symbolically Salient
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Strategic Applications of Classical Conditioning

Repetition Stimulus Generalization Stimulus Discrimination

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Repetition
Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout. Cosmetic variations reduce satiation.
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Figure 7.3 Cosmetic Variations in Ads

Figure 7.4 Substantive Variations

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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.

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Stimulus Generalization

The inability to perceive differences between slightly dissimilar stimuli.

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Stimulus Generalization and Marketing

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

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Figure 7.5 Product Line Extension

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Figure 7.6 Product Form Extensions

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Figure 7.7 Product Category Extensions

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Figure 7-8 Shoe Manufacturer Licenses Its Name

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Stimulus Discrimination

The ability to select a specific stimulus from among similar stimuli because of perceived differences.
Positioning

Differentiation
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Figure 7.9 Stimulus Discrimination

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Figure 7.10 A Model of Instrumental Conditioning

Try Brand A
Try Brand B Try Brand C

Unrewarded Legs too tight

Unrewarded Tight in seat Unrewarded Baggy in seat

Stimulus Situation
(Need goodlooking jeans)

Try Brand D
Repeat Behavior

Reward Perfect fit

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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.
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Instrumental Conditioning and Marketing

Customer Satisfaction (Reinforcement) Reinforcement Schedules
Shaping

Massed versus Distributed Learning

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Reinforcement
Negative Positive Reinforcement: Reinforcement: Positive outcomes that Unpleasant or negative outcomes that serve to strengthen the likelihood of a specific encourage a specific behavior response Example: Ad showing Example: Ad showing wrinkled skin as beautiful hair as a reinforcement to buy reinforcement to buy skin cream shampoo
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Other Concepts in Reinforcement

Punishment
Choose reinforcement rather than punishment

Extinction
Combat with consumer satisfaction

Forgetting
Combat with repetition

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Observational Learning

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

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Figure 7.11 Consumers Learn by Modeling

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Cognitive Learning Theory

Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.

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Figure 7.12 Appeal to Cognitive Processing

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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.

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Figure 7.13 Information Processing and Memory Stores

Working Memory (Shortterm Store)

Sensory Input

Sensory Store

Rehearsal

Encoding

Longterm Store Retrieval

Forgotten; lost

Forgotten; lost

Forgotten; unavailable

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Retention
Information is stored in long-term memory
Episodically: by the order in which it is acquired Semantically: according to significant concepts

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Table 7.1 Models of Cognitive Learning

Promotional Tricompetent Model Model

Sequential Stages of Processing

DecisionMaking Model

Innovation Adoption Model

Innovation Decision Process

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 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.

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Figure 7.14

Figure 7.14 Split Brain Theory

Right/ Left Brain Hemispheres specialize in certain functions

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Figure 7.15 Encouraging Right and Left Brain Processing

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Issues in Involvement Theory

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

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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).

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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.

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Figure 7.16 Peripheral Route to Persuasion

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Figure 7.17 Unexpected Headline Metaphor Increases Impact

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The Elaboration Likelihood Model

Involvement HIGH Central Route LOW Peripheral Route

Message Arguments Influence Attitudes

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Peripheral Cues Influence Attitudes

Measures of Consumer Learning

Recognition and Recall Measures
Aided and Unaided Recall

Cognitive Responses to Advertising Copytesting Measures Attitudinal and Behavioral Measures of Brand Loyalty

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Figure 7.18 Starch Readership Scores Measure Learning

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Phases of Brand Loyalty

Cognitive Affective Conative Action

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Figure 7.19 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

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