Chapter 7

1. Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK Chapter 7 Consumer Learning

2. 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?

3. Importance of Learning • Marketers must teach consumers: • where to buy • how to use • how to maintain • how to dispose of products

4. 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. Learning Theories

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

6. Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort Learning Processes

7. Elements of Learning Theories • Motivation • Cues • Response • Reinforcement

8. 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.

9. Figure 7.1 Product Usage Leads to Reinforcement

10. Behavioral Learning Theories • Classical Conditioning • Instrumental Conditioning • Modeling or Observational Learning

11. 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.

12. 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.

13. 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

14. Figure 7.2B Analogous Model of Classical Conditioning Unconditioned Stimulus Dinner aroma Unconditioned Response Salivation Conditioned Stimulus 6 o’clock news AFTER REPEATED PAIRINGS Conditioned Stimulus 6 o’clock news Conditioned Response Salivation

15. 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

16. 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

17. Strategic Applications of Classical Conditioning • Repetition • Stimulus Generalization • Stimulus Discrimination

18. 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

19. Figure 7.4 Substantive Variations

20. 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.

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

22. Stimulus Generalization and Marketing • Product Line, Form and Category Extensions • Family Branding • Licensing • Generalizing Usage Situations

23. Figure 7.5 Product Line Extension

24. Figure 7.6 Product Form Extensions

25. Figure 7.7 Product Category Extensions

26. Figure 7-8Shoe Manufacturer Licenses Its Name

27. Stimulus Discrimination The ability to select a specific stimulus from among similar stimuli because of perceived differences. Positioning Differentiation

28. Figure 7.9 Stimulus Discrimination

29. Try Brand A Unrewarded Legs too tight Try Brand B Unrewarded Tight in seat Stimulus Situation (Need good-looking jeans) Try Brand C Unrewarded Baggy in seat Try Brand D Reward Perfect fit Repeat Behavior Figure 7.10 A Model of Instrumental Conditioning

30. 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.

31. Instrumental Conditioning and Marketing • Customer Satisfaction (Reinforcement) • Reinforcement Schedules • Shaping • Massed versus Distributed Learning

32. Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response Example: Ad showing beautiful hair as a reinforcement to buy shampoo Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior Example: Ad showing wrinkled skin as reinforcement to buy skin cream Reinforcement

33. Other Concepts in Reinforcement • Punishment • Choose reinforcement rather than punishment • Extinction • Combat with consumer satisfaction • Forgetting • Combat with repetition

34. Observational Learning A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.

35. Figure 7.11 Consumers Learn by Modeling

36. 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.

37. Figure 7.12 Appeal to Cognitive Processing

38. 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.

39. 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

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

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

42. 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.

43. Figure 7.14Split Brain Theory • Right/ Left Brain Hemispheres specialize in certain functions Figure 7.14

44. Figure 7.15Encouraging Right and Left BrainProcessing

45. Issues in Involvement Theory • Involvement Theory and Media Strategy • Involvement Theory and Consumer Relevance • Central and Peripheral Routes to Persuasion • Measures of Involvement

46. Central and Peripheral Routes to Persuasion A theory that proposesthat 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).

47. Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

48. Figure 7.16 Peripheral Route to Persuasion

49. Figure 7.17 Unexpected Headline Metaphor Increases Impact

50. The Elaboration Likelihood Model Involvement HIGH LOW Central Route Peripheral Route Message Arguments Influence Attitudes Peripheral Cues Influence Attitudes