Chapter 6Consumer LearningConsumer BehaviourSchiffman/Kanuk/Das*Copyright 2006 Pearson Education Canada Inc.

Opening VignetteWhy did these products fail?Listerine Toothpaste Ben-Gay AspirinOreo Little FudgiesWhy did PocketPaks succeed?

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

Learning ProcessesIntentional learning acquired as a result of a careful search for informationIncidental-- learning acquired by accident or without much effort

Importance of LearningMarketers must teach consumers:where to buyhow to usehow to maintainhow to dispose of products

Learning TheoriesBehavioural 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.

Elements of Learning TheoriesMotivationCuesResponseReinforcement

Reinforcement

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

Behavioural Learning TheoriesClassical ConditioningInstrumental ConditioningModeling or Observational Learning

Classical ConditioningPairing a stimulus with another stimulus that elicits a known response to produce the same response when used alone.http://almaz.com/nobel/medicine/1904a.html

Instrumental (Operant) Conditioninglearning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement)

Classical conditioning contdClassical conditioning is the learning of associations among events that allows us to anticipate and represent our environment.From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge

Neo-Pavlovian ConditioningForward Conditioning (CS Precedes US)Repeated Pairings of CS and USA CS and US that Logically Belong to Each OtherA CS that is Novel and UnfamiliarA US that is Biologically or Symbolically Salient

Strategic Applications of Classical ConditioningRepetitionStimulus GeneralizationThe inability to perceive differences between slightly dissimilar stimuli.Stimulus Discrimination

RepetitionRepetition increases strength of associations and slows forgetting but over time may result in advertising wearout.Cosmetic variations reduce satiation.

Three-Hit TheoryRepetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effectiveThe number of actual repetitions to equal three exposures is in question.

Stimulus Generalization

The inability to perceive differences between slightly dissimilar stimuli. Marketing applicationsProduct Line, Form and Category ExtensionsFamily BrandingLicensingGeneralizing Usage Situations

Stimulus DiscriminationThe ability to select a specific stimulus from among similar stimuli because of perceived differences.

Classical Conditioning and Marketing StrategyIdentify and pair product with a known, well-liked stimulusMore attentionMore favourable attitudesGreater intention to buy the productLearning of key attributesUse stimulus generalization effectivelyContinued

Classical Conditioning and Marketing StrategyDistinguish the product through effective use of stimulus discrimination

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

ReinforcementPositive Reinforcement: Positive outcomes that strengthen the likelihood of a specific responseExample: Ad showing beautiful hair as a reinforcement to buy shampooNegative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behaviourExample: Ad showing wrinkled skin as reinforcement to buy skin cream

Other Concepts in ReinforcementPunishmentChoose reinforcement rather than punishmentExtinctionCombat with consumer satisfactionForgettingCombat with repetition

Instrumental Conditioning and Marketing

Make the product the ultimate rewardProvide samples and free trialsProvide non-product rewardsPractice relationship marketingReinforcement SchedulesShapingMassed versus Distributed Learning

Cognitive Learning TheoryLearning through problem solving, which enables individuals to gain some control over their environment.Three types:Observational learningRote LearningReasoning

Observational Learningindividuals learn by observing the behaviour of others, and consequences of such behaviour. Also known as modeling or vicarious learning.

Iconic Rote LearningLearning concepts through simple repetitionRepeated ads teach consumers about a products attributes

ReasoningHighest level of cognitive learningInvolves creative thinkingDepends on how information is processed and stored

RetentionInformation is stored in long-term memoryEpisodically: by the order in which it is acquiredSemantically: according to significant concepts

Information processing and Involvement Theory Central and Peripheral Routes to Persuasionhighly 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).

Elaboration Likelihood Model (ELM)a persons level of involvement during message processing determines which route to persuasion is likely to be effective

The Elaboration Likelihood ModelInvolvementCentral RoutePeripheral RouteMessage Arguments Influence AttitudesPeripheral Cues Influence AttitudesHIGHLOW

Cognitive Learning and Marketing StrategyUse rote learning to teach consumers about the brandUse reasoning or problem solving for complex or high-involvement productsUse modelling to extinguish negative behaviourUse knowledge of information processing to help consumers store, retain and retrieve messages.

Measures of Consumer LearningRecognition and Recall MeasuresAided and Unaided RecallCognitive Responses to AdvertisingCopy-testing MeasuresAttitudinal and Behavioural Measures of Brand Loyalty