BECOMING A GUERRILLA

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CHAPTER 8 ATTITUDES, LEARNING AND INVOLVEMENT
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LEARNING

• Much of consumer behaviour is learned
  behaviour
• Marketers should know what learning is
• Marketers should know how learning occur

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LEARNING (cont.)

• Any change in the content or organization of
  long- term memory
• Relationship between learning and memory
• Memory is the total accumulation of prior
  learning experiences and
  comprises short-term and long-term memory.
• Consumer learning is a process
• Newly-acquired knowledge and experience
• serve as feedback to the consumer

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• The relationship between learning and
  memory

Internal external stimuli
Information processing
LEARNING
MEMORY
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• THREE DIFFERENT CATEGORIES OF LEARNING
• Conditioning
• Cognitive learning
• Involvement

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CONDITIONING THEORIES
Also called Behavioural-learning theories
Classical conditioning Process through which a
previously neutral stimulus, by being paired with
conditioned stimulus, elicits a response similar
to that originally elicited by the unconditioned
stimulus. Classical conditioning generally
occurs over a period of time and is reinforced
by repeated exposure How consumers learn
through classical conditioning Associate
products with positive images and symbols
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CONDITIONING THEORIES

• Instrumental conditioning / Operant
  conditioning
• Differs from classical conditioning chiefly with
  regard to the role and timing of reinforcement
• The post-it note
• - 3Ms promotional strategy with the post-it
  samples
• - NB for marketers is the trial of products
• - Importance of reinforcement

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COGNITIVE LEARNING THEORIES

• Iconic rote learning Involves the association
  between two or more concepts in the absence
  of conditioning
• - Low-involvement learning
• Consumer is not interested in the product
• Product is of no importance to the consumer
• Skip for automatic washing machines
• Consumer associates the new concept of SKIP
  with
• the existing concept of automatic washing
  machine

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COGNITIVE LEARNING THEORIES

• Vicarious learning
• Learning by observing others
• Reasoning
• The consumer restructures and reconstitutes the
• existing information stored in the memory,
• and synthesizes this with the information
  available
• to formulate new associations and concepts.

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COGNITIVE LEARNING THEORIES (continued)

• OMO washing powder Pantene hair products
• Reasoning Consumer restructures and
  reconstitutes the existing information stored in
  the memory, and synthesizes this with the
  information available to formulate new
  associations and concepts
• - Upjohn hair restorer

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LEARNING (continued)

• INVOLVEMENT THEORY
• - Left hemisphere of the brain (rational)
• - Right hemisphere of the brain (emotional)
• - Least application to marketing at present
• HABIT, LEARNING,
• AND DECISION-MAKING
• - Satisfaction leads to repeat purchases
• - Habit is based on previous experience
• - Low involvement products FMCG

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SOME ATTRIBUTES OF LEARNING (Attributes
Characteristics) - How can the marketer
reinforce these
characteristics? - How can it be
made to last longer? Attribute 1 Importance
PC versus new batteries for a pocket
calculator Attribute 2 Reinforcement -
Speed of learning - A positive or negative
outcome will determine the likelihood of the
repetition of behavior in future Attribute
3 Repetition - Increases the speed and
strength of learning - AIDS prevention campaign
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ATTITUDES

• DEFINITION OF ATTITUDE
• Attitude is learned disposition to respond in a
  consistently favourable or unfavourable manner
  with respect to a given object, subject, idea or
  behaviour
• MODELS OF CONSUMER ATTITUDES
• - Single-component attitude models
• - The tricomponent attitude model
• - Multi-attribute models

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• Single component attitude model
• - One dimensional
• - Attitude based on feelings
• - Healthy vs unhealthy food
• - Very popular in commercial marketing
  research
• - Why do consumers who are feeling the same
  way about a product,
  not purchase the same product?
• The three component attitude model
• - Cognitive
• - Affect (feeling emotion)
• - Conation
• Multi-attribute model Example of Nescafé

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• ATTITUDE FORMATION
• Attitudes based on learning
• Personal experiences influence attitudes
  towards brands
• Family and friends have a strong influence on
  attitude formation
• FUNCTIONS OF ATTITUDE
• Utilitarian function
• Value expressive function
• Ego-defensive function
• Organization of knowledge function

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• Utilitarian function
• What can the product do for me?
• Performance, safety pain relief
• Value - expressive function
• Say something about myself!
• (contribution to self image)
• Ego-defensive function
• Helps the individual to protect himself
  against threats and
  anxiety
• Carling Black Label the man-size beer
• Organization of knowledge function
• Amount of knowledge on which the attitude is
  based
• Rooibos tea is caffiene-free

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• ATTITUDE MEASUREMENT
• Likert scale
• Sematic differential scale
• Rank-order scales
• ATTITUDE CHANGE
• STRATEGIC MARKETING APPLICATIONS
• - Easier to change attitudes than to change
  needs
• - Marketers can reinforce needs and attitudes
• - Consumers are more likely to
  accept messages that conform to their beliefs
  about brands
• - Importance of attitude research