Consumer Learning

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Chapter 7
Consumer Behavior,Eighth EditionSCHIFFMAN
KANUK

• Consumer Learning

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The Importance of Consumer Learning to New
Product Success

• Why did these products fail?
• Listerine Toothpaste
• Ben-Gay Aspirin
• Oreo Little Fudgies
• Why did PocketPaks succeed?

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Importance of Learning

• Marketers must teach consumers
• where to buy
• how to use
• how to maintain
• how to dispose of products

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

• Motivation
• Cues
• Response
• Reinforcement

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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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Figure 7.1 Product Usage Leads to Reinforcement
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Behavioral Learning Theories

• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

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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.
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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.
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Figure 7.2A Pavlovian Model of Classical
Conditioning
Unconditioned Stimulus Meat paste
Unconditioned Response Salivation
Conditioned Stimulus Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus Bell
Conditioned Response Salivation
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Figure 7.2B Analogous Model of Classical
Conditioning
Unconditioned Stimulus Dinner aroma
Unconditioned Response Salivation
Conditioned Stimulus 6 oclock news
AFTER REPEATED PAIRINGS
Conditioned Stimulus 6 oclock news
Conditioned Response Salivation
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Cognitive Associative Learning

• 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

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Neo-Pavlovian Conditioning

• Forward Conditioning (CS Precedes US)
• Repeated Pairings of CS and US
• A CS and US that Logically Belong to Each Other
• A CS that is Novel and Unfamiliar
• A US that is Biologically or Symbolically Salient

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Strategic Applications of Classical Conditioning

• Repetition
• Stimulus Generalization
• Stimulus Discrimination

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Repetition

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

Figure 7.3 Cosmetic Variations in Ads
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Figure 7.4 Substantive Variations
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Three-Hit Theory

• 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.

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

• Product Line, Form and Category Extensions
• Family Branding
• Licensing
• Generalizing Usage Situations

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Figure 7.5 Product Line Extension
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Figure 7.6 Product Form Extensions
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Figure 7.7 Product Category Extensions
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Figure 7-8Shoe Manufacturer Licenses Its Name
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Stimulus Discrimination
The ability to select a specific stimulus from
among similar stimuli because of perceived
differences.
Positioning
Differentiation
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Figure 7.9 Stimulus Discrimination
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Figure 7.10 A Model of Instrumental Conditioning
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Instrumental Conditioning

• 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.

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Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

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Reinforcement

• Negative Reinforcement Unpleasant or negative
  outcomes that serve to encourage a specific
  behavior
• Example Ad showing wrinkled skin as
  reinforcement to buy skin cream

• Positive Reinforcement Positive outcomes that
  strengthen the likelihood of a specific response
• Example Ad showing beautiful hair as a
  reinforcement to buy shampoo

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Other Concepts in Reinforcement

• Punishment
• Choose reinforcement rather than punishment
• Extinction
• Combat with consumer satisfaction
• Forgetting
• Combat with repetition

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Observational 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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Figure 7.11 Consumers Learn by Modeling
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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.
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Figure 7.12 Appeal to Cognitive Processing
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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.
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Figure 7.13 Information Processing and Memory
Stores
Sensory Store
Working Memory (Short-term Store)
Long-term Store
Sensory Input
Rehearsal
Encoding
Retrieval
Forgotten lost
Forgotten lost
Forgotten unavailable
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Retention

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

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Table 7.1 Models of Cognitive Learning
Innovation Adoption Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
Sequential Stages of Processing
Attention
Cognitive
Knowledge
Awareness
Awareness Knowledge
Affective
Evaluation
Interest Evaluation
Persuasion
Interest Desire
Action
Conative
Purchase Postpurchase Evaluation
Trial Adoption
Decision Confirmation
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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.
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Figure 7.14Split Brain Theory
Figure 7.14

• Right/ Left Brain Hemispheres specialize in
  certain functions

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Figure 7.15Encouraging Right and Left
BrainProcessing
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Issues in Involvement Theory

• Involvement Theory and Media Strategy
• Involvement Theory and Consumer Relevance
• Central and Peripheral Routes to Persuasion
• Measures of Involvement

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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).
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Elaboration Likelihood Model (ELM)
A theory that suggests that a persons level of
involvement during message processing is a
critical factor in determining which route to
persuasion is likely to be effective.
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Figure 7.16 Peripheral Route to Persuasion
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Figure 7.17 Unexpected Headline Metaphor
Increases Impact
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The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central Route
Peripheral Route
Message Arguments Influence Attitudes
Peripheral Cues Influence Attitudes
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Measures of Consumer Learning

• Recognition and Recall Measures
• Aided and Unaided Recall
• Cognitive Responses to Advertising
• Copytesting Measures
• Attitudinal and Behavioral Measures of Brand
  Loyalty

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Figure 7.18 Starch Readership Scores Measure
Learning
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Phases of Brand Loyalty

• Cognitive
• Affective
• Conative
• Action

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Figure 7.19 Brand Loyalty As A Function of
Relative Attitude and Patronage Behavior
Repeat Patronage
High
Low
Latent Loyalty
Loyalty
High
Relative Attitude
No Loyalty
Spurious Loyalty
Low