Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter Outline

• The Elements of Consumer Learning

• Behavioral Learning Theories

• Cognitive Learning Theory

• Measures of Consumer Learning

Learning

• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to futurerelated behavior

• Marketers must teach consumers:• where to buy

• how to use

• how to maintain

• how to dispose of products

Learning Theories

•Behavioral Theories•Based on observable behaviors (responses) that occur as the result of exposure to stimuli

•Cognitive Theories• Learning based on

mental information processing

•Often in response to problem solving

Elements of Learning Theories

•Motivation

•Cues

•Response

•Reinforcement

Behavioral Learning Theories

•Classical Conditioning

•Instrumental Conditioning

•Modeling or Observational Learning

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.

Models of Classical ConditioningFigure 7-2a

Figure 7-2b

Strategic Applications of Classical Conditioning

• Repetition • Increases the association between the conditioned and unconditioned stimulus

• Slows the pace of forgetting• Advertising wearout is a

problem• Cosmetic vs substantive variation

Basic Concepts

Strategic Applications of Classical Conditioning

• Stimulus generalization

• Having the same response to slightly different stimuli

• Helps “me-too” products to succeed

Basic Concepts

Strategic Applications of Classical Conditioning

• Stimulus generalization

• Useful in product extensions• Line extension• Form extension• Category extension

Basic Concepts

Strategic Applications of Classical Conditioning

• Stimulus generalization

• Family brand• Marketing a whole line of company

products under the same brand name

• Retail Private Brand• Licensed brand

Basic Concepts

Strategic Applications of Classical Conditioning

• Stimulus discrimination

• Selection of a specific stimulus from similar stimuli

• This discrimination is the basis of positioning which looks for unique ways to fill needs

Basic Concepts

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.

A Model of Instrumental ConditioningFigure 7-10

Types of Reinforcement• Positive

• Negative• Forgetting

• Extinction

Strategic Application of Instrumental Conditioning• Customer Satisfaction (Reinforcement)

• Reinforcement Schedules• Total (continuous)

• Systematic (fixed ratio)

• Random (variable ratio)

• Shaping

• Massed vs distributed learning

Observational

Learning

A process by which

individuals observe

how others behave in

response to certain

stimuli and

reinforcements.

Also known as

modeling or

vicarious learning.

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.

Cognitive learning models

Attention Cognitive

Action Conative Purchase

Postpurchase

Evaluation

Trial

Adoption

Decision

Confirmation

Affective

Evaluation

Interest

Evaluation Persuasion

Knowledge

AwarenessAwareness

Knowledge

Interest

Desire

Sequential

Stages

of Processing

Innovation

Adoption

Model

Decision-

Making Model

Tricompetent

Model

Diffusion of

Innovation

Promotional

Model

Information Processing

• Relates to cognitive ability and the complexity of the information

• Individuals differ in imagery – their ability to form mental images which influences recall

Information Processing and Memory Stores - Figure 7.14

Rehearsal and Encoding

• Rehearsal:• The amount of information available for delivery from the short term to long

term storage depends on the amount of rehearsal it receives.

• Failure to rehearse end up fading data

• Encoding:• Is the process by which we select a word or visual image to represent a

perceived object

• When consumers are exposed to information overload, they encounter difficulty storing the information.

Retention

•Retention: • Information is stored in long-term memory• Episodically: by the order in which it is acquired

• Ex: remembering a movie story

• Semantically: according to significant concepts• Ex: remembering the stars of the movie based on priorities

Learning and Market Communication

• Learning a picture takes less time than learning verbal information

• A verbal communication creates more learning but a visual communication creates more attention

• As a result a combination of picture and information is the best way to communicate

• Retrieval: Retrieval is the process by which we recover information from long-term storage. • For example, when we are unable to remember something

with which we are very familiar, we are experiencing a failure of the retrieval system.

• Consumer involvement• High vs Low: Level of involvement is directly related to the brand loyalty,

brand switching and variety seeking consumer behavior

Involvement theory

• The basic premise of split-brain theory is that the right and left hemispheres of the brain “specialize” in the kinds of information they process. • The left hemisphere is primarily responsible for cognitive

activities such as reading, speaking, etc.

• The right hemisphere of the brain is concerned with nonverbal, pictorial , and holistic information.

• The left side of the brain is rational, active, and realistic;

• the right side is emotional, impulsive, and intuitive.

Two Methods of Persuasion: Central and Peripheral

• Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message's content.• Highly involved consumers are best reached through ads

that focus on the specific attributes of the product (the central route)

• Uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).

• Illustrates the concept of extensive and limited problem solving for high and low involvement purchase situations

• Consumers carefully evaluate the benefits and problems of a product when the purchase is a high involvement one

• Vise versa for the low involvement purchase

• highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route)

• uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).

Two Methods of Persuasion: Central and Peripheral

Measure of Involvement

• In recognition tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.

• In recall tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show• Recognition tests are based in aided recall, whereas recall tests

use unaided recall.

Brand Loyalty

• Four types of loyalty• No loyalty

• No purchase• No cognitive attachment

• Covetous loyalty• No purchase • Strong attachment

• Inertia loyalty• No emotional attachment• Purchase by habit

• Premium loyalty• High attachment• High repeat purchase

Brand Loyalty vs. Habit

•Habit: consumer picks product without much thought; may be due to convenience

• Loyalty: consumer actively seeks out product

Brand Equity and co-branding

• Refers to the value inherent in a well known brand name

• The value stems from the consumer’s perception of-• Brand’s superiority• Social esteem• Customer’s trust• Customer’s identification with the rband

• Well known band names are called to be Megabrands • Coca cola, Disney, Apple, Google etc

• Brand equity is most important for low involvement products

• Co-branding: Two brand names are featured in the same product