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hi my dear students , this is my lecture notes for session four
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Consumer behavior session 4
Lecture notes are available at:http://Arash-management.blogspot.com
1
Consumer Behavior
learning, memory
and
Motivation, Attitude
3
outline
Definitions of learning and memory
Four basic components in learning:
1. Stimulus2. Drive3. Response4. Reinforcement
Motivation and Attitudes
Definitions of motivation and attitude
Differentials Cognitive dimensions Affective dimensions Behavioral dimensions
4
Consumer learning
• The cognitive process of acquiring skill , knowledge, learning is the acquisition and development of memories and behaviors, including skills, knowledge, understanding, values, and wisdom
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK5
Importance of Learning
• Marketers must teach consumers:
where to buyBy whom and for whomhow to use ,feel and perceivehow to maintain how to dispose of products
6
Learning Taxonomy
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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.
• Cognitive Theories: A theory of learning based
on mental information processing, often in response to problem solving.
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Learning Processes
• Intentional: learning acquired as a
result of a careful search for information
• Incidental: learning acquired by
accident or without much effort
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Elements of Learning Theories
1. Motivation2. Cues3. Response4. Reinforcement
StimulusDriveResponseReinforcement
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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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Product Usage Leads to Reinforcement
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Stimulus Stimulus GeneralizatiGeneralizati
onon
The inability to perceive differences between slightly dissimilar stimuli.
13
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
14
Other Concepts in Reinforcement
• Punishment– Choose reinforcement rather than punishment
• Extinction– Combat with consumer satisfaction
• Forgetting– Combat with repetition
15
ObservationObservational Learningal 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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COMPONENTS OF OBSERVATIONAL COMPONENTS OF OBSERVATIONAL LEARNING LEARNING
ATTENTION PRODUCTION PROCESSRETENTION MOTIVATION
OBSERVATIONAL LEARNING
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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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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.
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Models of Classical Models of Classical ConditioningConditioning
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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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Operant Conditioning . . .Operant Conditioning . . .
. . . is the process in which the frequency of occurrence of a bit of behavior is modified by the consequences of the behavior.
If positively reinforced, the likelihood of the behavior being repeated increases.
If punished, the likelihood of the behavior being repeated decreases.
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Stimulus
Response
Can you explain
Reward habit ?
Reinforcement
Operant (or instrumental) Operant (or instrumental) conditioning conditioning
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd 23
Observational Observational LearningLearning
A process by which individuals observe how others behave
in response to certain stimuli and reinforcements. Also known as
modeling or vicarious learning.
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Vicarious Learning . . .Vicarious Learning . . .
. . . is the phenomenon where people observe the actions of others to develop “patterns of behavior.”
Consumers Learn by Modeling
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Factors Increasing a Model’s Factors Increasing a Model’s EffectivenessEffectiveness
1. The model is physically attractive.2. The model is credible.3. The model is successful.4. The model is similar to the observer.5. The model is shown overcoming
difficulties and then succeeding.
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Three Major Uses of Social-Three Major Uses of Social-Learning TheoryLearning Theory
• A model’s actions can be used to create entirely new types of behaviors
• A model can be used to decrease the likelihood that an undesired behavior will occur
• The model can be used to facilitate the occurrence of a previously learned behavior
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Appeal to Cognitive
Processing
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Shaping Consumer Responses . . .
. . . is creating totally new operant behaviors by selectively reinforcing behaviors that successively approximate the desired instrumental response.
Extinction & Eliminating BehaviorsExtinction & Eliminating Behaviors
• Once an operant response is conditioned, it will persist as long as it is periodically reinforced.
• Extinction is the disappearance of a response due to lack of reinforcement.
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Types of ReinforcementTypes of Reinforcement
1. Positive2. Negative3. Forgetting4. Extinction
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INSTRUMENTAL (OPERANT) INSTRUMENTAL (OPERANT) CONDITIONINGCONDITIONING
BEHAVIOR
REINFORCEMENT
NEGATIVEREINFORCEMENT
PUNISHMENT
LIKELIHOODOF BEHAVIOR
LIKELIHOODOF BEHAVIOR
{NOT thesame thing!
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Reinforcement: An ExampleReinforcement: An Example
You eat a cake (behavior)
----> good taste (reward) ----> more likely to eat cake
on another occasion
ExtinctionExtinction
Behavior which is not reinforced tends to
become extinct gradually
Ehrenberg Ehrenberg ATRATR Model Model
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Awareness
Trial
Reinforcement
Repeat purchase
Advertising
The thicker lines denote the major effects.
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Trial
learning/experience
repeat purchasing
commitment
involvement
loyalty
Behavioural Loyalty
Attitudinal
loyalty
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
37
Brand Loyalty vs. HabitBrand Loyalty vs. Habit
• Habit: consumer picks product without much thought; may be due to convenience
• Loyalty: consumer actively seeks out product
Brand LoyaltyBrand Loyalty
Function of three groups of influences1. Consumer drivers2. Brand drivers3. Social drivers
Four types of loyalty1. No loyalty2. Covetous loyalty3. Inertia loyalty4. Premium loyalty
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Developing Brand Loyalty: Tricks and Developing Brand Loyalty: Tricks and TrapsTraps
1. Product quality ---> satisfaction2. Sales promotions3. Stealing loyal consumers away from
others4. Price
– value– exclusiveness
Information Processing and Memory Information Processing and Memory StoresStores
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
41
MemoryMemory
• Short term (compare to RAM ---> volatile)– mnemonic devices
• Long term (compare to hard disk ---> longer in duration but imperfect--”I remember it well…”)
STM REHEARSAL LTM
DECAY
RetentionRetentionInformation is stored in
long-term memory
Episodically: by the order in which it is acquired
Semantically: according to significant concepts
Total package of associations is called a schema
43
Role of memory in learningRole of memory in learning
Stages:1. Encode2. Storage3. Decode and retrieval
44
Recognition versus recall
Recognition:Remembering with stimulus
Recall/Retrieve:Remembering without stimulus
45
The Cycle of The Cycle of RememberingRemembering
Long-term Long-term MemoryMemory
Short-term Short-term MemoryMemory
Retrievall
Learning
46
We now associate this product with
strength.
The consumer observes a
positive response by two teens.
Information ProcessingInformation Processing
• Relates to cognitive ability and the complexity of the information
• Individuals differ in imagery – their ability to form mental images which influences recall
49
Information Processing and Memory Information Processing and Memory StoresStores
50
Information ProcessingInformation Processing
• Movement from short-term to long-term storage
• depends on1. Rehearsal- cognitive practice2. Encoding- memory’s associations or the way
through which information is stored.
51
Consumer motivation
52
“Marketing Creates Needs”
Do you agree, or disagree……..??
Customer motivationCustomer motivation
53
What is Motivation?
Motivation refers to an activated state of needs within a person that leads to goal-directed behavior.
Types of NeedsNeeds can be either innate or learnedNeeds can be expressive( emotional)Needs can be utilitarian( practical and
functional).Needs can be hedonic
54
Consumer motivationsConsumer motivations
• Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption .
• It Gives insights into why people buy certain products. Stems from consumer needs: industries have been built around basic human needs
55
Characteristics of NeedsCharacteristics of Needs
1. Needs are dynamic2. Needs have hierarchy3. Needs can be internally and externally aroused4. Needs can conflict
56
Maslow’s Hierarchy of needs Maslow’s Hierarchy of needs
57
Motivated Purchase…Motivated Purchase…
• Conspicuous consumption: purchases motivated to some extent by the desire to show other people how successful they are
Companies reinforce the notion that products enable users to communicate their social image
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59
Different kinds of motivationDifferent kinds of motivation
60
Positive motivationPositive motivation
61
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Motivational Conflict and Motivational Conflict and Need PrioritiesNeed Priorities
Satisfying a need often comes at the expense of another need
these trade-offs cause motivational conflict
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Types of Motivational ConflictTypes of Motivational Conflict
Approach-approach: deciding between two or more desirable options
Avoidance-avoidance: deciding between two or more undesirable options
Approach-avoidance: behavior has both positive and negative consequences
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Motivational IntensityMotivational Intensity
Motivational intensity: how strongly consumers are motivated to satisfy a particular need
Depends on need’s importance
Involvement: degree to which an object or behavior is personally relevant
Motivational intensity and involvement determine amount of effort consumers exert in satisfying needs
65
The Challenge of Understanding The Challenge of Understanding Consumer MotivationConsumer Motivation
Reasons underlying consumer motivation are not always “obvious”
Research is necessary to discover real motivations behind behaviors
People don’t always want to disclose real reasons for their actions
People don’t always know why they do what they do , unconscious motivation
Motivations change over time
66
Consumer’s attitudes
67
AttitudesAttitudes
Global evaluative judgments
Relationships between Consumer Beliefs, Feelings, Attitudes, and Intentions
68
Properties of Attitudes
Consumer AttitudesConsumer Attitudes
1. Valence: Whether the attitude is positive, negative or neutral
2. Extremity: The intensity of liking or disliking
3. Resistance: Degree to which the attitude is immune to change
4. Confidence: Belief that attitude is correct
5. Accessibility: How easily the attitude can be retrieved from memory
69
Attitude towards the object (Ao) represents the evaluation of the attitude object.
Attitude towards the advertisement (Aad) represents the global evaluation of an advertisement.
Types of AttitudesTypes of Attitudes
70
Attitude towards the behavior (Ab): represents the evaluation of performing a particular behavior involving the attitude object.
Preferences represent attitudes toward one object in relation to another
Types of AttitudesTypes of Attitudes
71
Attitude toward the object:How much do you like/dislike Dell computers?
Like very much 1 2 3 4 5 Dislike very much
Attitude toward the behavior:Buying a Dell personal computer would be:
Very good 1 2 3 4 5 Very badVery rewarding 1 2 3 4 5 Very punishing Very wise 1 2 3 4 5 Very foolish
Preference:Compared to Apple personal computers, how much do you like Dell personal computers?
Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM
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Stimulus Importance-Performance GridStimulus Importance-Performance Grid
HIGH
LOW
POOR
GOOD
POOR
GOOD
Neglected Opportunity
Competitive Disadvantage
Competitive Advantage
Head-to-head competition
Null Opportunity
False Alarm
False Advantage
False Competition
Poor
Good
Poor
Good
Poor
Good
Poor
Good
Attribute Our Competitor’s Simultaneous Importance Performance Performance Result
73
Changing Consumer Attitudes: Changing Consumer Attitudes: Changing BeliefsChanging Beliefs
Firms hope that changing beliefs about products will result in more favorable product attitudes and influence what consumers buy.
If beliefs are false, they need to be brought into harmony with reality and then being stabilized and reinforced.
If beliefs are accurate, it may be necessary to change the product
Comparative advertising can hurt beliefs about a competitive brand
74
Changing Consumer Attitudes: Changing Consumer Attitudes: Changing Attribute ImportanceChanging Attribute Importance
Changing an attribute’s importance is more difficult than changing a belief.
How is a brand perceived relative to ideal performance?
Increasing attribute importance is desirable when the competitor’s brand is farther from the ideal point than your product
Firms may add a new attribute which necessitated NPD or product revision
75
Changing Consumer Attitudes: Changing Consumer Attitudes: Changing Ideal PointsChanging Ideal Points
Altering consumers’ preferences for what the ideal
product should look like.
It is far more difficult than any other approach in changing consumer’s attitudes toward
brand and product 76
Moral and logical lessonMoral and logical lesson
• The best way to capture customer is to being adjusted with his or her desirable situation and favorable attitudes.
77
Post-purchase
Action
Attitude
LearningPerception
Attention
Exposure
Behavioral SequenceBehavioral Sequence
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Sequential model of purchase and repurchase
behavior in marketing
78
Summary….Summary….
1. Different theories in Learning 2. Memory and its role in learning process 3. Motivation and its relationship with needs4. Attitudes5. Relationship existing amongst attitude, feeling
and behavior6. ATR model7. Brand loyalty8. Behavioral Sequence
79