Chapter 7 Consumer Learning

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

Learning Theory  Behavioral Theory: 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 Theory: 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.

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

 Motivation  Cues  Response  Reinforcement Elements of Learning Theories

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.

Product Usage Leads to Reinforcement

 Classical Conditioning  Instrumental Conditioning  Modeling or Observational Learning Behavioral Learning Theories

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.

Figure 7.2A Pavlovian Model of Classical Conditioning Unconditioned Stimulus Meat paste Conditioned Stimulus Bell Unconditioned Response Salivation Conditioned Stimulus Bell Conditioned Response Salivation AFTER REPEATED PAIRINGS

Figure 7.2B Analogous Model of Classical Conditioning Unconditioned Stimulus Dinner aroma Conditioned Stimulus 6 o’clock news Unconditioned Response Salivation Conditioned Stimulus 6 o’clock news Conditioned Response Salivation AFTER REPEATED PAIRINGS

 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 Associative Learning

 Repetition  Stimulus Generalization  Stimulus Discrimination Strategic Applications of Classical Conditioning

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

 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. Three-Hit Theory

Stimulus Generalization The inability to perceive differences between slightly dissimilar stimuli.

 Product Line, Form and Category Extensions  Family Branding  Licensing  Generalizing Usage Situations Stimulus Generalization and Marketing

Product Form Extensions

Product Category Extensions

Shoe Manufacturer Licenses Its Name

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

Stimulus Discrimination

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.

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 Unrewarded Legs too tight Unrewarded Tight in seat Unrewarded Baggy in seat Reward Perfect fit Repeat Behavior

 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. Instrumental Conditioning

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

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

Consumers Learn by Modeling

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.

Appeal to Cognitive Processing

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.

Figure 7.8 Information Processing and Memory Stores Sensory Store Working Memory (Short- term Store) Long- term Store Sensory Input RehearsalEncodingRetrieval Forgotten; lost Forgotten; lost Forgotten; unavailable

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

Table 7.1 Models of Cognitive Learning AttentionCognitive ActionConativePurchase Postpurchase Evaluation Trial Adoption Decision Confirmation Affective Evaluation Interest EvaluationPersuasion Knowledge AwarenessAwareness Knowledge Interest Desire Sequential Stages of Processing Innovation Adoption Model Decision- Making Model Tricompetent Model Innovation Decision Process Promotional Model

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.

Figure 7.9 Split Brain Theory  Right/ Left Brain Hemispheres specialize in certain functions Figure 7.14

Encouraging Right and Left Brain Processing

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

Right and Left Brain Processing  Left Hemisphere  Cognitive  Reading  Speaking  Rational  Active  Realistic  Right Hemisphere  Nonverbal  Timeless  Pictorial  Holistic  Emotional  Metaphoric  Impulsive  Intuitive

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

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).

Elaboration Likelihood 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.

Peripheral Route to Persuasion

The Elaboration Likelihood Model Involvement Central Route Peripheral Route Peripheral Cues Influence Attitudes Message Arguments Influence Attitudes HIGHLOW