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Consumer Learning. CHAPTER SEVEN. Learning Objectives. To Understand the Process and Four Elements of Consumer Learning. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.

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consumer learning

Consumer Learning

CHAPTER

SEVEN

learning objectives
Learning Objectives
  • To Understand the Process and Four Elements of Consumer Learning.
  • To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.
  • To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior.

Chapter Seven Slide

learning objectives continued
Learning Objectives (continued)
  • To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior.
  • To Understand How Consumer Learning and Its Results Are Measured.

Chapter Seven Slide

learning
Learning
  • The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

Chapter Seven Slide

two major learning theories
Two Major Learning Theories

Chapter Seven Slide

behavioral learning
Behavioral Learning
  • Classical Conditioning
  • Instrumental (Operant) Conditioning

Chapter Seven Slide

figure 7 2b
Figure 7-2b

Chapter Seven Slide

discussion questions
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.

Chapter Seven Slide

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

Strategic Applications of Classical Conditioning

Basic Concepts

Chapter Seven Slide

repetition of the message with varied ads results in more information processing by the consumer
Repetition of the Message with Varied Ads Results in More Information Processing by the Consumer

Chapter Seven Slide

strategic applications of classical conditioning17
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

Strategic Applications of Classical Conditioning

Basic Concepts

Chapter Seven Slide

discussion questions stimulus generalization
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?

Chapter Seven Slide

which concept of behavioral learning applies to the introduction of these two products
Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?

Chapter Seven Slide

stimulus generalization
Stimulus Generalization

Chapter Seven Slide

slide21
What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?

Chapter Seven Slide

strategic applications of classical conditioning23
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

Strategic Applications of Classical Conditioning

Basic Concepts

Chapter Seven Slide

what are the names of the marketing application and the behavioral learning concept featured here
What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?

Chapter Seven Slide

slide26

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.

Chapter Seven Slide

reinforcement of behavior
Reinforcement of Behavior

Chapter Seven Slide

reinforcement of behavior29
Reinforcement of Behavior

29

Chapter Seven Slide

strategic applications of instrumental conditioning
Strategic Applications of Instrumental Conditioning
  • Customer Satisfaction (Reinforcement)
  • Reinforcement Schedules
  • Shaping
  • Massed versus Distributed Learning

Chapter Seven Slide

information processing and cognitive learning
Information Processing and Cognitive Learning
  • Cognitive Learning
    • Learning involves complex mental processing of information
    • Emphasizes the role of motivation

Chapter Seven Slide

discussion questions34
Discussion Questions
  • How do advertisers drive consumers to rehearse information?
  • When does this work against the advertiser?
  • Can you think of examples of advertisements which drive you to rehearse?

Chapter Seven Slide

theoretical models of cognitive learning table 7 1
Theoretical Models of Cognitive Learning - Table 7.1

Promotional Model

Tricompetent Model

Decision-Making Model

Innovation Adoption Model

Innovation Decision Process

Generic Framework

Attention

Cognitive

Awareness Knowledge

Awareness

Knowledge

Knowledge

Interest

Desire

Affective

Evaluation

Interest

Evaluation

Persuasion

Evaluation

Action

Conative

Purchase

Postpurchase

Evaluation

Trial

Adoption

Decision

Confirmation

Behavior

Chapter Seven Slide

involvement and passive learning topics
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

Chapter Seven Slide

marketing applications of involvement
Marketing Applications of Involvement
  • Ads in video games
  • Avatars
  • Sensory appeals in ads to get more attention
  • Forging bonds and relationships with consumers

Chapter Seven Slide

hemispheral lateralization and passive learning
Hemispheral Lateralization and Passive Learning
  • Hemispheral lateralization
    • Also called split-brain theory
  • Left Brain
    • Rational
    • Active
    • Realistic
  • Right Brain
    • Emotional
    • Metaphoric
    • Impulsive
    • Intuitive

41

Chapter Seven Slide

slide42
What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel?

Chapter Seven Slide

hemispheric lateralization both sides of the brain are involved in decision
Hemispheric LateralizationBoth Sides of the Brain are Involved in Decision

Chapter Seven Slide

how is passive learning applied to the promotional appeal featured in this ad
How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?

Chapter Seven Slide

measures of consumer learning brand loyalty
Measures of Consumer LearningBrand Loyalty
  • Recognition and Recall Measures
  • Brand Loyalty

46

Chapter Seven Slide

measures of consumer learning brand loyalty47
Measures of Consumer LearningBrand Loyalty

Brand Equity – the value inherent in a well-known brand name

Chapter Seven Slide