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Consumer Learning
CHAPTERSEVEN
Learning Objectives
1. To Understand the Process and Four Elements of Consumer Learning.
2. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.
3. To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior.
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Learning Objectives (continued)
4. To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior.
5. To Understand How Consumer Learning and Its Results Are Measured.
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In Terms of Consumer Learning, Are These New Products Likely to Succeed?
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These Ads Might Induce Learning Due to the Familiar Names
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Learning
• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
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Elements of Learning Theories
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Two Major Learning Theories
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Behavioral Learning
• Classical Conditioning• Instrumental (Operant) Conditioning
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Models of Classical ConditioningFigure 7-2a
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Figure 7-2b
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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.
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Strategic Applications of Classical Conditioning
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Strategic Applications of Classical Conditioning
• Repetition• Stimulus
generalization• Stimulus
discrimination
• Increases the association between the conditioned and unconditioned stimulus
• Slows the pace of forgetting
• Advertising wearout is a problem
Basic Concepts
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Insert the repetition memory curve (over short period vs. long period)
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Why Did Gillette UseTwo Different Ads to Advertise
the Same Product?
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Repetition of the Message with Varied Ads Results in More Information Processing
by the Consumer
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Strategic Applications of Classical Conditioning
• Repetition• Stimulus
generalization• Stimulus
discrimination
• Having the same response to slightly different stimuli
• Helps “me-too” products to succeed
• Useful in:– product extensions– family branding– licensing
Basic Concepts
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Discussion QuestionsStimulus Generalization
• How does a pharmacy like CVS or Rite Aid use stimulus generalization for their private brands?
• Do you think it is effective?• Should this be allowable?
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Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?
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Stimulus Generalization
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What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?
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Product Category ExtensionStimulus Generalization
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Strategic Applications of Classical Conditioning
• Repetition• Stimulus
generalization• Stimulus
discrimination
• Selection of a specific stimulus from similar stimuli
• Opposite of stimulus generalization
• This discrimination is the basis of positioning which looks for unique ways to fill needs
Basic Concepts
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What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?
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Stimulus DiscriminationProduct Differentiation
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A Model of Instrumental ConditioningFigure 7.9
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Reinforcement of Behavior
• Positive reinforcement
• Negative reinforcement
– Fear appeals
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Pick some examples of positive/negative/fear
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Strategic Applications of Instrumental Conditioning
• Customer Satisfaction (Reinforcement)• Massed versus Distributed Learning
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Massed vs. Distributed learning
• Distributed learning: spread out over a period of time
• Massed learning: all at once
• Forgetting curves (from advertising media scheduling)
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Information Processing and Cognitive Learning
• Cognitive Learning – Learning involves
complex mental processing of information
– Emphasizes the role of motivation
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Information Processing and Memory Stores - Figure 7.10
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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
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Measuring Involvement with an Advertisement - Table 7.3
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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 meThe slogan didn’t have anything to do with my needsThe slogan made me think about joining the militaryThe slogan made me want to join the militaryWhile reading the slogan, I thought about how the military might be useful for meThe slogan did not show me anything that would make me join the militaryI have a more favorable view of the military after seeing the sloganThe slogan showed me the military has certain advantagesThe slogan was meaningful to meThe slogan was worth remembering
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Marketing Applications of Involvement
• Ads in video games• Avatars• Sensory appeals in ads to get more
attention• Forging bonds and relationships with
consumers
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Discussions
• What are marketing applications of consumers’ invovlement:– Find examples that marketers use to increase
consumers’ level of involvement
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Central and Peripheral Routes to Persuasion
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Insert some ELM applications
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Outcomes and Measures of Consumer Learning
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Measures of Consumer learning
• Recognition and Recall Measures– Recognition test: aided recall– Recall test: unaided recall
• Brand Loyalty
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Measures of Consumer LearningBrand Loyalty
Brand Equity – the value inherent in a well-known brand name
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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
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