Summary of Chapter 6 Here is an outline of the topics for Chapter Two.

Chapter-5

6.1 Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Elements of Perception 1- Sensation 2- Absolute threshold 3- Differential threshold 4- Subliminal perception Perception is how we see the world around us. You and your friend might see the same person, thing, or event yet you will interpret in different ways. This interpretation is highly individualized and depends on each person’s own needs, values, and expectations. These are the four major elements of perception. 1- Sensation is the response of the sensory organs, including the eyes, ears, nose, mouth, and skin. An unchanged environment, regardless o fthe strength o fthe sensory input, provides little or no sensation at all. In situation in which there is great deal of sensory input, the senses do not detect small changes or differences in inputs. 2- Advertisers must reach the absolute threshold for consumers to be able to experience their advertising tactic. It is interesting that the absolute threshold changes over time. Consumers adapt (sensory adaptation) and get used to a certain ad or message so no longer notice it. This is one of the reasons why advertisers change their ads frequently. Different methods to increase sensory input: Experiential Marketing Sophisticated scented ads Sophisticated inserts and pop ups Ambush advertising Product placement 3- Marketers are very concerned with the differential threshold, which is also called the just noticeable difference. It was a German scientist named Ernst Weber who realized that this difference was not a fixed amount. The best example is when you buy a low-priced product like a cup of coffee from Starbucks. A $1 increase in your tall coffee would be noticed by you. But if you were buying a laptop whose price changed from $455 to $456 you might not even notice. 4- Subliminal perception: Stimuli that are too weak or too brief to be consciously seen or heard Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

6.2 Aspects of Perception 1- Selection 2- Organization
3- Interpretation The study of perception is largely the study of what we subconsiously add to or subtract from raw sensory inputs to produce our own private picture of the world. Consumers are bombarded by stimuli and are therefore very selective as to what messages and information they perceive. As new information comes to their mind, it is organized within their mind. Finally, consumers interpret the stimuli based on their needs, expectations, and experience. Each of these stages will be examined on the following slides. Consumers are; 1- very selective to which stimuli they will recognise 2- they subconsciously organise the stimuli that they recognised 3- They interpret such stimuli (they give meaning to them) subjectively in accordance with their personal needs, expectations, and experiences. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

1 - Perceptual Selection
Selection Depends Upon: Includes the product’s physical attributes, package design, brand name, advertising and more… Nature of the stimulus Based on familiarity, previous experience or expectations. Expectations Needs or wants for a product or service. Motives Contrast Consumers are exposed to thousands, if not millions, of stimuli every day. The stimuli that they perceive depends on the three factors on this slide – nature of the stimulus, expectations, and motives. i- Think of the last time you went to the supermarket – what products did you notice? Why? Perhaps it was the nature of the stimulus, the packaging of the product. İi- You might notice a sale on your favorite brand because you have positive expectations of how that brand performs. İii- Finally, your motive in going to the supermarket might have been to purchase eggs and milk. This might lead you to notice promotions or point-of-purchase displays for these products. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
2- Organization Principles Figure and ground Grouping Closure Organization refers to how people organize stimuli into groups and perceive them as a whole. This is referred to as Gestalt which means pattern in German. There are three major principles of perceptual organization, including figure and ground, grouping, and closure. 1- Figure and ground, has to do with contrast. An advertiser wants just enough contrast so that the figure is noticed but that the background adds a sensory effect. Product placement, when a product appears in a movie or television show, can be considered a figure and ground issue. The advertiser wants the product (figure) to be noticed as it blends in with the ground (character in the show). 2- Grouping is common in perceptual organization. Whether it is numbers (phone numbers) that are grouped in 3 or 4 digits OR images in an ad, consumers will group stimuli together to organize them. This grouping helps memory and recall. Marketing Implication: It is important to group the product with a sence of emotion or attmosphere or social environment or with a mood to make the consumers to associate the product with the desired feeling. 3- Closure: Individuals organize their perceptions to form a complete picture. Our minds have a need for closure and we will work to fill in the missing information when we are presented incomplete stimuli. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

3- Interpretation People add their biased pictures to the received sensory stimuli and form distorted impressions. People hold meanings related to stimuli Triggers of strereotypes: Physical appearences Descriptive terms First impressions Halo effect Stereotypes People tend to carry biassed pictures in their mind of the meanings or various stimuli, called stereotypes. Perceptual interpretation occurs because consumers have unique motives, interests, and experiences. How people interpret often reveals a lot about themselves. For instance, individuals tend to have stereotypes due to physical appearances, descriptive terms, first impressions, and the halo effect. These will be examined in the next couple of slides. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

Perceived Risk The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision Types Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk Consumer purchase decisions are determined by the degree of risk that consumers perceive, and their tolerance for risk. The major types of risk are listed in this slide. The first, functional risk, deals with the risk that the product will not perform as expected. Physical risk is the risk to self and others. Financial risk is that the product will not be worth its cost and social risk is that the choice of the product might lead to social embarrassment. Psychological risk is that a poor product choice will hurt the consumer's ego and time risk is that the time has been wasted in purchasing this product. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

How Consumers Handle Risk
Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance How consumers handle risk will differ by their own individual strategy. That being said, there are a handful of strategies that people tend to use when dealing with risk. The first of these is to seek information so that they have more knowledge when they purchase. Consumers can also stay brand loyal, thereby avoiding risk by sticking with a known product. Consumers can select by brand image to reduce their risk because they may already know and trust the brand, perhaps from buying a different product by the same brand or company. Some consumers will rely on store image to help them reduce risk. Some customers buy the most expensive model assuming that the price/quality relationship will safely deliver them the best product. Finally, consumers seek reassurance through money-back guarantees, warranties, seals of approval and free trials. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

Homework Dead Line: 2 May 2016, after the course
Style: Printed hand out. Max 10 slides Subject: Write and discuss Hofstede’s Cultural Dimensions Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

CHAPTER SEVEN Consumer Learning

Learning Objectives To Understand the Process and Four Elements of Consumer Learning. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior. To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior. Here is an outline of the topics for Chapter Seven. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Learning Objectives (continued)
To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior. To Understand How Consumer Learning and Its Results Are Measured. Here is an outline of the topics for Chapter Seven. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Learning Relating one’s past knowledge to present circumstances and applying past and present experiences to future behavious. The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

What are the their needs How to dispose of product
Consumer Learning Teaching Marketer Learning Consumer Where to buy them What are The roles of consumer What are the their needs How to they get purchasing decision How to dispose of product How to maintain them How to use them Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

These Ads Might Induce Learning Due to the Familiar Names
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Learning Consumer learning; is a process continually evolves, change as a result of knowledge or from actual experience Learning can be; Intentional: acquired by searching Incidental: acquired by accidental Consumer learning can be; Simple almost reflexive responces Abstract concepts Complex problem solving This definition of learning can be looked at more specifically. It is important to realize that it is a process, that it changes over time as new knowledge and experiences are gained by the consumer. New knowledge and experience serve as feedback to the consumer and will influence their future behavior. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

7.1 Elements of Learning Theories
Unfilled needs lead to motivation and spurs learning Motivation Stimuli that direct motives Cues Consumer reaction to a drive or cue Response Increases the likelihood that a response will occur in the future as a result of a cue Reinforcement There are the four major elements of all learning theories. Motivation is important because it will differ from one consumer to the next. We may all have a need, but some are more motivated to fulfill the need versus another. Often, a consumer does not realize they have a need. A cue is the stimulus that helps direct a consumer’s motives. They include price, styling, packaging, advertising, and store displays (product spesific cues). A consumer will have a response to a drive or a cue. The response is how the consumer behaves after being exposed to a cue or developing motivation. Finally, reinforcement is tied to the likelihood that the response will occur in the future. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

4.1 Model of the Motivation Process
Consciously Course of action Unconsciously This model highlights the motivation process. We can see that the “drive” toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined. Fig. 4.2 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Two Major Learning Theories
Behavioral Learning Based on observable behaviors (responses) that occur as the result of exposure to stimuli Stimulus- responce learning Cognitive Learning Learning based on mental information processing Often in response to problem solving These are the two general categories of learning that will be discussed in this chapter. Each is covered in extensive detail on future slides. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

7.2 Behavioral Learning Classical Conditioning: Automatic responce to a situation built up through repeated exposure. Instrumental (Operant) Conditioning: Learning occurs through trial and error process, with habits formed as a result of received reward from trial. In behavioral learning, it is classical conditioning and instrumental conditioning that are the two most researched, explored, and applied within consumer behavior. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

1- 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. Learning is conditioned to a stimuli Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Behavioral Learning Classical/Pavlovian Conditioning
It is a process of behavior modification made famous by Ivan Pavlov and his experiments conducted with dogs. Many of you may be familiar with Pavlov’s dog. slide. Ivan Pavlov

Consumer Learning I Prof. Abhipsa Mishra
In this situation, Pavlov sounded a bell, then applied meat paste to the dog’s tongue. Over time, the dog began to associate the bell with the meat paste. Eventually, when Pavlov rang the bell, the dog would salivate because he expected the meat paste to be applied. What happened was learning or conditioning. The dog learned that the meat paste, which is called the unconditioned stimulus, was associated with the bell, which is the conditioned stimulus. He began to have a conditioned response to the bell when he learned that the bell meant food. The experiment is provided in more detail on the following Consumer Learning I Prof. Abhipsa Mishra

Models of Classical Conditioning Figure 7-2a
This is Pavlov’s experiment. As explained on the previous slide, the dog learned, was conditioned, to salivate from the bell after it was repeatedly paired with the unconditioned stimulus of the meat paste. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Figure 7-2b Here is another example of how classical conditioning might work. Why are dinner aromas an unconditioned stimulus? Why is salivation an unconditioned response? Do you often get hungry when you watch television? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Discussion Questions For Coca-Cola or another beverage company: How have they used classical conditioning in their marketing? Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response. Think about the advertisements for these ads. The smiling people and music. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Strategic Applications of Classical Conditioning
Basic Concepts Increases the association between the conditioned and unconditioned stimulus Slows the process of forgetting Advertising wearout is a problem (optimum level of advertising) Repetition Stimulus generalization Stimulus discrimination For the association between the unconditioned and the conditioned stimuli to become strong, the exposure to the pairing must be repeated. In addition, the repetition is important so that the association is remembered by the subject. Of course, too much repetition can also be a problem. Think of the ad you have just seen so many times you feel like you can’t stand to see it again. This advertising wearout can be a big problem for advertisers, which is why they change their ads frequently. This web link is for a fun site which lists songs that have been used in advertisements. How are songs in ads an example of classical conditioning? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Why Did Gillette Use Two Different Ads to Advertise the Same Product?

Basic Concepts Having the same response to slightly different stimuli Helps “me-too” products to succeed Useful in: product extensions family branding licensing Repetition Stimulus generalization Stimulus discrimination Stimulus generalization is when a consumer applies a conditioned response to a stimulus that is not the same but is similar to a conditioned stimuli. An example you might recognize is when we react to someone in a certain way because they remind us of someone we know and have interacted with before. Stimulus generalization can be helpful as marketers extend their product line, product form, and product category. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Stimulus Generalization

Family Branding of Campbell

Licensing

Basic Concepts Opposite of stimulus generalization Selection of a specific stimulus from similar stimuli This discrimination is the basis of positioning which looks for unique ways to fill needs Repetition Stimulus generalization Stimulus discrimination Stimulus discrimination is closely linked to the concept of positioning. Marketers want you to think of their product differently than the rest when you are looking at the shelf in the grocery store. Using the example of the brand Tylenol, the manufacturer would want you to know that it is superior to the store brand. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Stimulus Discrimination Product Differentiation

2- 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. Instrumental conditioning also requires a link between a stimulus and a response. The difference between this and classical conditioning is that the learned response is the one that is most satisfactory of responses. The famous psychologist B.F. Skinner is associated with this type of conditioning. He pointed out that learning occurs based on rewards. Through trial and error, consumers learn which behaviors lead to rewards and which do not. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Instrumental Learning
Operant/Instrumental Conditioning It is a type of learning in which an individual's behavior is modified by its antecedents and consequences. In behavioral learning, it is classical conditioning and instrumental conditioning that are the two most researched, explored, and applied within consumer behavior. B. F. Skinner Consumer Learning I Prof. Abhipsa Mishra

A Model of Instrumental Conditioning Figure 7.9
Here is a model of instrumental conditioning. You can see this consumer tried on four brands. The first three brands ended with no rewards – they simply did not fit. The final brand, Brand D gave the consumer the reward of a perfect fit. The consumer has learned that these jeans are a good fit and will likely repeat this behavior the next time they are in the stimulus situation of needing good-looking jeans. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Reinforcement of Behavior
Positive Positive outcome Strengthen likelihood Negative Negative outcome Encourages behavior e.g: Fear appeals The two types of reinforcement are positive and negative. It is important to realize that both of these influence responses. Positive reinforcement is a good thing that happens which rewards a behavior – going to the gym made you feel good so you go every other day. A negative outcome is a bad thing that happens which encourages a behavior. You ate a donut every morning for breakfast so gained a lot of weight over the past week. This causes you to go to the gym every other day and to stop eating donuts. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Reinforcement of Behavior
Extinction A learned response is no longer reinforced The link is eliminated between stimulus and reward. Behaviour is unlearned. Forgetting The reinforcement is forgotten. Because of the lack of use Extinction and forgetting are easily confused. But think of what the words mean. If the response, is forgotten it can be brought back just by remembering. If it is extinct, it is unlearned. The link between the stimulus and the response is destroyed. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 45 Chapter Seven Slide

Strategic Applications of Instrumental Conditioning
Customer Satisfaction (Reinforcement) Reinforcement Schedules Shaping e.g: test drive Massed versus Distributed Learning These are four applications of instrumental conditioning that are used by marketers. Customer satisfaction means that each time the customer has an experience with the product or company, there has been positive reinforcement. This is the reason relationship marketing is so important. Reinforcement schedules can vary. They can be total (or continuous) reinforcement, systemic (fixed ratio) reinforcement, or a random (variable ratio) reinforcement schedule. Marketers will often used random reinforcement as a bonus for the customer and fixed reinforcement as loyalty points or rewards. Shaping occurs by having the reinforcement BEFORE the behavior occurs. In this situation, the consumer can be given the offer of a reward before they actually make their decision and purchase a product. The final application is the choice of massed versus distributed learning. Should the learning and the exposure to the stimuli happen in a relatively short period of time or be drawn out? Media planners are often faced with this decision when putting together an advertising campaign. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Observational Learning (modeling or vicarious learning)
A process by which individuals learn behavior by observing the behavior of others and the consequences of such behavior Observational learning occurs NOT through responses directly to the consumer but by observation of the behavior and responses of others. Marketers often use role models in their advertising so that consumers can understand the rewards of purchasing the advertisers’ products. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

7.3 Information Processing and Cognitive Learning
Learning involves complex mental processing of information Emphasizes the role of motivation This is a move away from the behavioral learning theories of classical and operant conditioning. Cognitive learning focuses on problem solving and consumer thinking. It is closely tied to information processing and how consumers store, retain, and retrieve information. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Information Processing and Memory Stores - Figure 7.10
The large blocks in this process are the three places where a consumer will store information before processing. The sensory store is very short term; it is where an image or sound will last for just a few minutes and then be forgotten. The short-term store is the stage where information is processed. Similarly to the sensory store, it is just held for a brief time. Information will move, through encoding, to the long-term store. Information here can last for relatively extended periods of time. Rehearsal, encoding, and retrieval move information from one place to the next. Rehearsal can be done either by repeating the information or relating it to other data. If held long enough, the information can be encoded, or given a word or visual image to represent the object. Retention, though not shown on this process chart, describes what happens with the information in long-term storage. As it is retained, it is constantly organized and reorganized. Finally, retrieval, the last stage of our process, describes how we recover information. Situational cues are the most common reason to retrieve information. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Discussion Questions How do advertisers drive consumers to rehearse information? When does this work against the advertiser? Can you think of examples of advertisements which drive you to rehearse? Think about advertisements you have seen, especially on television. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Involvement and Passive Learning Topics
Definitions and Measures of Involvement Marketing Applications of Involvement Central and Peripheral Routes to Persuasion Hemispheral Lateralization and Passive Learning These are the four major topics of involvement and passive learning. They will be covered more thoroughly on the following slides. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Involvement Degree of personal relevance that the product or purchase holds for that customer. High involvement purchases are very important to the consumer (in terms of perceived risk). Complex, goal oriented purchases Low-involvement hold little relevance, have little perceived risk, and provoke limited information processing Involvement is focused on the personal relevance a product holds for an individual. Understanding whether a product is high or low involvement helps the marketer with all aspects of their planning and strategy. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Measuring Involvement with an Advertisement - Table 7.3
Subjects respond to the following statements on a 7-point Likert scale ranging from “Strongly Agree” to “Strongly Disagree.” The message in the slogan was important to me The slogan didn’t have anything to do with my needs The slogan made me think about joining the military The slogan made me want to join the military While reading the slogan, I thought about how the military might be useful for me The slogan did not show me anything that would make me join the military I have a more favorable view of the military after seeing the slogan The slogan showed me the military has certain advantages The slogan was meaningful to me The slogan was worth remembering Involvement has been defined in many different ways, which leads to no single clear measurement test for involvement. This table was used in measuring military recruitment slogans. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 53 Chapter Seven Slide

Marketing Applications of Involvement
Ads in video games Avatars Sensory appeals in ads to get more attention Forging bonds and relationships with consumers Marketers want consumers to be involved with their brands and products. Advertisers are always searching for ways to do this, including the list on this slide. Product placement is also helpful in building involvement with a certain product. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Central and Peripheral Routes to Persuasion
Central route to persuasion For high involvement purchases Requires cognitive processing Peripheral route to persuasion Low involvement Consumer less motivated to think Learning through repetition, passive processing of visual cues, and holistic perception When a product is of high importance, a consumer is likely to think through the advertising and examine details and information. This is the central route to persuasion. On the other hand, if the purchase is lower involvement, the consumer is more likely to be persuaded by music, pictures, and short slogans in the ads. This is the peripheral route to persuasion, which we often see for low-involvement products, especially on television advertising. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Hemispheral Lateralization and Passive Learning
Also called split-brain theory Left Brain Rational Active Realistic Right Brain Emotional Metaphoric Impulsive Intuitive Most of you know whether you tend to be more right or left brain. The ad on the next slide pokes fun at hemispheral lateralization but makes the point that many products and services have to appeal to both sides of the brain. There are researchers who prove that learning occurs in a passive way from watching television. A consumer sees an ad and it is absorbed and processed by the right brain. Through repeated exposure, the consumer could in fact purchase the product without even having a change in their attitude. This contradicts the models we saw in an earlier slide where changes in affect preceded changes in behavior. If you think about it, this is consistent with classical conditioning. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 56 Chapter Seven Slide

Hemispheric Lateralization Both Sides of the Brain are Involved in Decision Information Generated a result with shared benefits Comparison Attrbubutes, readingi info processing Emotional Imagined herself using it- self visualisation Result: pleasure orientedd Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Media Strategy TV: Consumers are passively engaged in info process when wathcing TV. Low involvement information processing through non-verbal, pictorial images When exposed to TV ads, the images stored in right brain Classical conditioning through repition; the product is paired wit visuals TV ads ensures product familiarity through repitions. Thus the visuals are important to increase involvement. Print: Consumers are activily engaged in info processing with the exposure of verbal info. Hign involvement media Process complex sequence of cognitive stages Coginitive activity ensures long term memory and thus recall.

The Ad is Targeted to the Right Brain

Measures of Consumer Learning Brand Loyalty
Recognition and Recall Measures Brand Loyalty Recognition and recall tests determine whether consumers remember seeing an ad and the extent to which they can recall the ad. The researcher can use aided recall, which would rely on recognition as opposed to unaided recall. There are a number of services which conduct these tests, including Starch Research which you can reach with the web link on this page. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 62 Chapter Seven Slide

Measures of Consumer Learning Brand Loyalty
Three groups of factors Personal degree of risk aversion or variety seeking The brand’s reputation and availability of substitutes Social group influences Four types of loyalty No loyalty Covetous loyalty Inertia loyalty Premium loyalty Brand loyalty is also a measure of consumer learning. Ideally, it is the outcome of learning where the consumer now knows the best choice to make each time. Brand loyalty includes attitudes and behaviors toward the brand. Behavior measures are observable whereas attitudinal measures are concerned with the consumers’ feelings about the brand. On this chart, we see an integrated conceptual framework which views loyalty as a function of three factors or influences upon the consumer. These three factors can lead to the four types of loyalty including no loyalty, covetous loyalty, which is no purchase but a strong attachment to the brand, inertia loyalty, which is purchasing the brand out of habit or convenience with no attachment, or premium loyalty, which is a high attachment to the brand. Brand equity reflects brand loyalty and together they lead to increased market share and greater profits for the firm. Brand Equity – the value inherent in a well-known brand name Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

THANKS YOU  

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide

Summary of Chapter 6 Here is an outline of the topics for Chapter Two.

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Summary of Chapter 6 Here is an outline of the topics for Chapter Two.

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