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Consumer BehaviorConsumer Behavior
Behavioral LearningBehavioral Learning
Learning ConceptsLearning Concepts
Behavioral Learning: Behavioral Learning: Classical & Operant Classical & Operant ConditioningConditioning
Analogous Model of Analogous Model of Classical ConditioningClassical Conditioning
Neo-Pavlovian Classical Neo-Pavlovian Classical ConditioningConditioning
Positive vs Negative Positive vs Negative ReinforcementReinforcement
Schedule of Schedule of ReinforcementReinforcement
Relationship between discriminative stimulus, the behavior and the reinforcer
Strategic Applications of Strategic Applications of Conditioning TheoriesConditioning Theories
Observational & Social Observational & Social LearningLearning
Figure 3-1: The Consumer As a “Black Box”: A Figure 3-1: The Consumer As a “Black Box”: A Behaviorist Perspective on LearningBehaviorist Perspective on Learning
Behavioral LearningBehavioral Learning
The process in which experience with the The process in which experience with the environment leads to relatively permanent environment leads to relatively permanent change in behavior or potential for such changechange in behavior or potential for such change
It does not take into account for changes in It does not take into account for changes in physiology due to growth, injury, disease or those physiology due to growth, injury, disease or those induced by drugsinduced by drugs
Three major approaches to Behavioral learningThree major approaches to Behavioral learning1.1. Classical ConditioningClassical Conditioning2.2. Operant ConditioningOperant Conditioning3.3. Vicarious or Observational learningVicarious or Observational learning
Classical ConditioningClassical Conditioning
Previously neutral stimulus, called the Previously neutral stimulus, called the conditioned stimulus (CS), is repeatedly conditioned stimulus (CS), is repeatedly paired with eliciting stimulus called the paired with eliciting stimulus called the unconditioned stimulus (UCS). After number unconditioned stimulus (UCS). After number of such pairing, the ability to elicit response of such pairing, the ability to elicit response is transferred to CS. The response elicited is transferred to CS. The response elicited by CS is called the conditioned responseby CS is called the conditioned response
Meat Powder
(Unconditioned Stimulus)
Saliva
(Unconditioned response)
Bell (Conditioned
Stimulus)
Meat Powder
(Unconditioned Stimulus)
Saliva (Unconditioned Response)
Bell
(Conditioned Stimulus)
Saliva
(Conditioned response)
Classical Conditioning
Analogous Model of Classical Conditioning
Unconditioned StimulusIce cream
Conditioned StimulusMusic
Unconditioned ResponseCraving for ice cream
Conditioned StimulusMusic
Conditioned ResponseCraving for ice cream
AFTER REPEATED PAIRINGS
Classical Conditioning in ConsumersClassical Conditioning in Consumers
1.1. Pairing of pictures of beautiful landscape and air Pairing of pictures of beautiful landscape and air freshenersfresheners
2.2. Credit card buyingCredit card buyingSign tracking: The attention drawing ability of Sign tracking: The attention drawing ability of unconditioned and conditioned stimuliunconditioned and conditioned stimuliHigher order conditioningHigher order conditioning: the ability of a : the ability of a conditioned stimulus to condition another conditioned stimulus to condition another previously neutral stimuluspreviously neutral stimulus
Neo-Pavlovian ConditioningNeo-Pavlovian Conditioning
Forward Conditioning (CS Precedes US)Forward Conditioning (CS Precedes US) Repeated Pairings of CS and USRepeated Pairings of CS and US A CS and US that Logically Belong to Each A CS and US that Logically Belong to Each
OtherOther A CS that is Novel and UnfamiliarA CS that is Novel and Unfamiliar A US that is Biologically or Symbolically A US that is Biologically or Symbolically
SalientSalient
Symbolic Pairing of CS and UCSSymbolic Pairing of CS and UCS
Symbolic Pairing of CS and UCSSymbolic Pairing of CS and UCS
Instrumental Instrumental (Operant) (Operant)
ConditioningConditioning
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 ConditioningInstrumental Conditioning– Instrumental ConditioningInstrumental Conditioning
B.F. SkinnerB.F. Skinner
– Positive ReinforcementPositive Reinforcement– Negative ReinforcementNegative Reinforcement– PunishmentPunishment
Behavioral Learning TheoriesBehavioral Learning Theories
A Model of Instrumental Conditioning
Stimulus Situation
(Need good-looking jeans)
Try Brand D
Try Brand C
Try Brand B
Try Brand A
UnrewardedLegs too tight
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardPerfect fit
Repeat Behavior
ReinforcementReinforcement
Positive Positive ReinforcementReinforcement: : Positive outcomes Positive outcomes that strengthen the that strengthen the likelihood of a likelihood of a specific responsespecific response
Example: Ad showing Example: Ad showing beautiful hair as a beautiful hair as a reinforcement to buy reinforcement to buy shampooshampoo
Negative Negative Reinforcement:Reinforcement: Unpleasant or negative Unpleasant or negative outcomes that serve to outcomes that serve to encourage a specific encourage a specific behaviorbehavior
Example: Ad showing Example: Ad showing wrinkled skin as wrinkled skin as reinforcement to buy reinforcement to buy skin creamskin cream
Negative ReinforcementNegative Reinforcement
Positive Reinforcement:Positive Reinforcement:
Schedules of ReinforcementSchedules of Reinforcement1.1. Fixed – interval reinforcementFixed – interval reinforcement. Positive reinforcement . Positive reinforcement
is provided after fixed period of time has passed. Sale on is provided after fixed period of time has passed. Sale on the last day of the monththe last day of the month
2.2. Fixed-ratio reinforcementFixed-ratio reinforcement. Reinforcement occurs only . Reinforcement occurs only after a fixed number of responses. This schedule after a fixed number of responses. This schedule motivates people to continue performing the same motivates people to continue performing the same behavior over and over again. Frequent flyer programbehavior over and over again. Frequent flyer program
3.3. Variable ratio reinforcementVariable ratio reinforcement the person is reinforced the person is reinforced after a certain number of responses, but he or she does after a certain number of responses, but he or she does not know how many responses are required. People in not know how many responses are required. People in such situations tend to respond at a very high and steady such situations tend to respond at a very high and steady rates, this type of behavior is very difficult to distinguish. rates, this type of behavior is very difficult to distinguish. Attraction to slot machinesAttraction to slot machines
Discriminative stimuliDiscriminative stimuli Discriminative stimuli are stimuli that only Discriminative stimuli are stimuli that only
occur in the presence of a reinforcer. They occur in the presence of a reinforcer. They are signals which indicate that the are signals which indicate that the reinforcer will be given if desired behavior reinforcer will be given if desired behavior is emitted. Because the discriminative is emitted. Because the discriminative stimuli is invariably paired with reinforcer stimuli is invariably paired with reinforcer the likelihood of operant response the likelihood of operant response occurring increases. The organism learns occurring increases. The organism learns to emit the operant response when to emit the operant response when discriminative stimulus is present, and not discriminative stimulus is present, and not emit when stimulus is absent.emit when stimulus is absent.
Discriminative stimuliDiscriminative stimuli The message and information that The message and information that
consumers receive about products and consumers receive about products and services are discriminative stimuli – that is services are discriminative stimuli – that is they signal the reinforcements from they signal the reinforcements from purchase.purchase.
Discriminative stimuli are found in Discriminative stimuli are found in advertising, on product packaging, and in advertising, on product packaging, and in brand namesbrand names
Companies with broad product lines usually Companies with broad product lines usually prominently identify each product as prominently identify each product as member of the same familymember of the same family
Discriminative
stimuliBehavior Reinforcer
Relationship between discriminative stimulus, the behavior and the reinforcer
Strategic Applications of Strategic Applications of Conditioning TheoriesConditioning Theories
RepetitionRepetition Stimulus GeneralizationStimulus Generalization Stimulus DiscriminationStimulus Discrimination
RepetitionRepetition Repetition increases strength of Repetition increases strength of
associations and slows forgetting but associations and slows forgetting but over time may result in over time may result in advertising wear-advertising wear-out.out.
Cosmetic variations Cosmetic variations reduce satiation. reduce satiation. E.g. Ads by Lux, Sunsilk etc. E.g. Ads by Lux, Sunsilk etc.
Substantive VariationsSubstantive Variations
Changes in advertising content across Changes in advertising content across different versions of an advertisement with different versions of an advertisement with no changes in cosmetic features. E.g. Ding no changes in cosmetic features. E.g. Ding Dong BubbleDong Bubble
Individuals exposed to substantively varied Individuals exposed to substantively varied ads process more information about product ads process more information about product attributes and were also more resistant to attributes and were also more resistant to change in the face of competitive attackchange in the face of competitive attack
Cosmetic VariationsCosmetic Variations
Three-Hit TheoryThree-Hit Theory
Repetition is the basis for the idea that three Repetition is the basis for the idea that three exposures to an ad are necessary for the ad exposures to an ad are necessary for the ad to be effectiveto be effective
The number of actual repetitions to equal The number of actual repetitions to equal three exposures is in question.three exposures is in question.
Stimulus Stimulus GeneralizationGeneralization
The inability to perceive differences
between slightly dissimilar stimuli.
Stimulus Generalization and Stimulus Generalization and MarketingMarketing
Product Line, Form and Category Product Line, Form and Category ExtensionsExtensions
Family BrandingFamily Branding LicensingLicensing Generalizing Usage SituationsGeneralizing Usage Situations
Line Line ExtensionExtension
Product Form ExtensionsProduct Form Extensions
Product Product Category Category
ExtensionsExtensions
Shoe Shoe Manufacturer Manufacturer
Licenses Licenses Its NameIts Name
Stimulus Stimulus DiscriminationDiscrimination
The ability to select a specific stimulus
from among similar stimuli because of
perceived differences.
Positioning
Differentiation
ShapingShaping The reinforcement of behavior that must be The reinforcement of behavior that must be
performed before the desired behavior can be performed before the desired behavior can be achievedachieved
Shaping increases the probability that certain Shaping increases the probability that certain desired consumer behavior will occurdesired consumer behavior will occur
Retailers: Sampling, loss leadersRetailers: Sampling, loss leaders Car dealers:- Car dealers:- 1.1. Encourage customers to visit their showrooms ----- Encourage customers to visit their showrooms -----
incentive to visit showroomincentive to visit showroom2.2. Test drive ----------- some small giftTest drive ----------- some small gift3.3. Purchase of car---------- outstanding service + Purchase of car---------- outstanding service +
rebaterebate
Observational learningObservational learningObservational learning, also called vicarious or social Observational learning, also called vicarious or social
learning, refers to the phenomenon whereby people learning, refers to the phenomenon whereby people develop patterns of behavior by observing the actions of develop patterns of behavior by observing the actions of others.others.
Three important ideas have emerged from observational Three important ideas have emerged from observational learning theory:learning theory:
1.1. View people as symbolic beings who foresee the View people as symbolic beings who foresee the probable consequences of their behavior and vary their probable consequences of their behavior and vary their behavior accordingly (Principles of cognitive learning)behavior accordingly (Principles of cognitive learning)
2.2. People learn by watching the actions of others and People learn by watching the actions of others and noticing the consequences of those actions ( behavioral noticing the consequences of those actions ( behavioral learning)learning)
3.3. People have the ability to generate their own behavior, People have the ability to generate their own behavior, and through self regulatory process, they supply their and through self regulatory process, they supply their own internal rewards and punishments by feeling either own internal rewards and punishments by feeling either self critical or self satisfiedself critical or self satisfied
Observational LearningObservational Learning
Factors Influencing a Model’s Behavior:Factors Influencing a Model’s Behavior:
• The model is physically attractiveThe model is physically attractive
• The model is credibleThe model is credible
• The model is successfulThe model is successful
• The model is similar to the observerThe model is similar to the observer
• The model is shown overcoming difficulties The model is shown overcoming difficulties and then succeedingand then succeeding
Components of Components of Observational LearningObservational Learning
Consumers Consumers Learn by Learn by ModelingModeling
Marketing Uses of Social learning Marketing Uses of Social learning TheoryTheory
1.1. Model’s action can be used to create entirely new types Model’s action can be used to create entirely new types of behaviorsof behaviors
Feature attractive and credible endorsers whose Feature attractive and credible endorsers whose behavior will hopefully be emulated by consumers. In this behavior will hopefully be emulated by consumers. In this type of ad the model’s behavior – using the product - is type of ad the model’s behavior – using the product - is often positively reinforced by having other people often positively reinforced by having other people congratulate the model on his or her purchasecongratulate the model on his or her purchase
2.2. A model can be used to decrease the likelihood that an A model can be used to decrease the likelihood that an undesired behavior will occurundesired behavior will occur
Model is shown being punished for engaging in a Model is shown being punished for engaging in a behavior e.g. anti-drug campaignsbehavior e.g. anti-drug campaigns
Marketing Uses of Social learning Marketing Uses of Social learning TheoryTheory
3.3. Enhance the likelihood that consumers will Enhance the likelihood that consumers will repeat an already learned behaviorrepeat an already learned behavior
4.4. Here the behavior of model acts as Here the behavior of model acts as discriminative stimulus to tell consumers discriminative stimulus to tell consumers when behavior is appropriate. when behavior is appropriate.