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Chapter 7
Consumer Learning
©2000 Prentice Hall
Cognitive Cognitive Learning Learning TheoryTheory
A theory of learning based on mental information
processing, often in response to problem solving.
©2000 Prentice Hall
Consumer Consumer LearningLearning
A process by which individuals acquire the
purchase and consumption knowledge and experience
that they apply to future related behavior.
©2000 Prentice Hall
Elements of Learning Theories
• Motivation• Cues• Response• Reinforcement
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ReinforcementReinforcement
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.
©2000 Prentice Hall
Behavioral Behavioral Learning Learning TheoriesTheories
Theories based on the premise that learning takes
place as the result of observable responses to external stimuli. Also
known as stimulus response theory.
©2000 Prentice Hall
Behavioral Learning Theories
• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning
©2000 Prentice Hall
Classical Classical ConditioningConditioning
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.
©2000 Prentice Hall
Instrumental Instrumental (Operant) (Operant)
ConditioningConditioning
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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Conditions for Optimal 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
©2000 Prentice Hall
Figure 7.1A Pavlovian Model of Classical Conditioning
Unconditioned StimulusMeat paste
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned StimulusBell
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
©2000 Prentice Hall
Figure 7.1B Analogous Model of Classical Conditioning
Unconditioned StimulusDinner aroma
Conditioned Stimulus6 O’clock news
Unconditioned ResponseSalivation
Conditioned Stimulus6 O’clock news
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
©2000 Prentice Hall
Basic Concepts of Classical Conditioning
• Repetition• Stimulus Generalization• Stimulus Discrimination
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Stimulus Stimulus GeneralizationGeneralization
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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Stimulus Stimulus DiscriminationDiscrimination
The ability to select a specific stimulus from among similar stimuli because of perceived
differences.
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Stimulus Discrimination and Marketing
• Positioning• Differentiation
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Instrumental Conditioning and Marketing
• Customer Satisfaction (Reinforcement)• Reinforcement Schedules
– Shaping• Massed versus Distributed Learning
©2000 Prentice Hall
Figure 7.6 A Model of Instrumental Conditioning
Stimulus Situation
(Need good-looking jeans)
Try Brand D
Try Brand C
Try Brand B
Try Brand A
UnrewardedLegs too tight
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardPerfect fit
Repeat Behavior
©2000 Prentice Hall
Observational Observational LearningLearning
A process by which individuals observe the
behavior of others, remember it, and imitate it. Also known as modeling.
©2000 Prentice Hall
Cognitive Cognitive Learning Learning TheoryTheory
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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Information Information ProcessingProcessing
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.
©2000 Prentice Hall
Issues In Information Processing
• How Consumers Store, Retain and Retrieve Information
• Limited and Extensive Information Processing
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Figure 7.9 Information Processing and Memory Stores
Sensory Store
Sensory Store
Working Memory (Short-term
Store)
Working Memory (Short-term
Store)
Long-term Store
Long-term Store
Sensory Input Rehearsal Encoding Retrieval
Forgotten; lost
Forgotten; lost
Forgotten; unavailable
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Sensory StoreSensory Store
The place in which all sensory inputs are housed very briefly before passing into the short-term store.
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Short-Term Short-Term StoreStore
The stage of real memory in which information received from the sensory store for
processing is retained briefly before passing into the long-
term store or forgotten.
©2000 Prentice Hall
Long-Term Long-Term StoreStore
In information-processing theory, the stage of real
memory where information is organized, reorganized and retained for relatively extended periods of time.
©2000 Prentice Hall
RehearsalRehearsal
The silent, mental repetition of material. Also, the
relating of new data to old data to make the former
more meaningful.
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EncodingEncoding
The process by which individuals select and assign
a word or visual image to represent a perceived object
or idea.
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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
©2000 Prentice Hall
Figure 7.10 Conceptualization of Long-Term Storage of Personal Computer Information
PERSONAL COMPUTERS
Manufacturers
Models
SOFTWARE
ManufacturerType
Monitors
Printers
Operating Systems
ManufacturerType
Word processing
Databases
Graphics
Spreadsheets
Games
©2000 Prentice Hall
RetrievalRetrieval
The stage of information processing in which individuals recover
information from long-term storage.
©2000 Prentice Hall
Table 7.1 Models of Cognitive Learning
Attention Cognitive
Action Conative PurchasePostpurchaseEvaluation
TrialAdoption
DecisionConfirmation
AffectiveEvaluation
InterestEvaluation Persuasion
KnowledgeAwarenessAwareness
Knowledge
InterestDesire
Sequential Stages of
Processing
Innovation Adoption
Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
©2000 Prentice Hall
Limited and Extensive Information Processing
• Extensive and complex processing of information may not apply to all purchase decisions
• Involvement may influence extent of information processing
©2000 Prentice Hall
Involvement Involvement TheoryTheory
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.
©2000 Prentice Hall
Issues in Involvement Theory
• Involvement Theory and Media Strategy• Involvement Theory and Consumer Relevance• Central and Peripheral Routes to Persuasion• Measures of Involvement
©2000 Prentice Hall
Hemispheral Hemispheral LateralizationLateralization
Learning theory in which the basic premise is that the
right and left hemispheres of the brain “specialize” in the
kinds of information that they process. Also called
split brain theory.
©2000 Prentice Hall
Central and Central and Peripheral Peripheral Routes to Routes to
PersuasionPersuasion
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).
©2000 Prentice Hall
Elaboration Elaboration Likelihood Likelihood
Model (ELM)Model (ELM)
A theory that suggests that a person’s level of
involvement during message processing is a critical factor in determining which route to persuasion is likely to be
effective.
©2000 Prentice Hall
The Elaboration Likelihood Model
Involvement
Central Route
Peripheral Route
Peripheral Cues
Influence Attitudes
Message Arguments Influence Attitudes
HIGH LOW
©2000 Prentice Hall
TO ME, (INSERT PRODUCT OR PRODUCT CATGORY) IS:
Table 7.2 Measuring Involvement on a Semantic Differential Scale
1. Important 2. Interesting 3. Relevant 4. Exciting 5. Meaningful 6. Appealing 7. Fascinating 8. Priceless 9. Involving10. Necessary
1----------
UnimportantBoringIrrelevantUnexcitingMeaninglessUnappealingOrdinaryWorthlessUninvolvingUnnecessary
2----------
3----------
4----------
5----------
6----------
7----------
©2000 Prentice Hall
Table 7.3 Product Involvement Inventory Measuring Consumers’ Enduring
Involvement With Products
1. I would be interested in reading about this product.2. I would read a Consumer Reports article about this
product.3. I have compared product characteristics among bands.4. I usually pay attention to ads for this product.5. I usually talk about his product with other people.6. I usually seek advice from other people prior to
purchasing this product.7. I usually take many factors into account before
purchasing this product.8. I usually spend a lot of time choosing what kind to buy.
©2000 Prentice Hall
Measures of Consumers Learning
• Recognition and Recall Measures– Aided and Unaided Recall
• Cognitive Responses to Advertising– Copytesting
• Attitudinal and Behavioral Measures of Brand Loyalty
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Brand Brand LoyaltyLoyalty
Consistent preference and/or purchase of the same brand
in a specific product or service category.
©2000 Prentice Hall
Figure 7.16 Brand Loyalty As a Function of Relative Attitude and Patronage
Behavior
LatentLoyalty
No Loyalty
Spurious Loyalty
Loyalty
LowLow
HighHigh
HighHigh LowLow
Repeat PatronageRepeat Patronage
Relative Relative AttitudeAttitude
©2000 Prentice Hall
Brand EquityBrand EquityThe value inherent in a well-
known brand name.