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Consumer Learning. Consumer Learning. Learning is the process by which individuals acquire the purchase & consumption knowledge & experience that they apply to future related behavior.
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Consumer Learning • Learning is the process by which individuals acquire the purchase & consumption knowledge & experience that they apply to future related behavior. • Learning takes place if an individual behaves, reacts or responds as a result of experience in a manner different from the way the person formerly behaved.
Elements of Learning • Motivation- is the driving force that impels individuals to action. • If a consumer has motivation to learn something, there is increased likelihood that learning will take place. • Example Bicycle riding for fitness. • Cues- are relatively small stimuli , not strong enough to arouse consumers but have the potential of providing direction to motivated activity.
Elements of Learning • An advertisement for an exotic trip that includes bike riding may serve as a cue for bike riders. • Cues serve to direct consumer drives when they are consistent with the consumer expectations. Marketers must be careful to provide cues that do not upset those expectations.
Elements of Learning • Response- The way an individual reacts to a cue or stimuli is the response leading to learning. • The automobile producer that provides consistent cues to consumers may not always succeed in stimulating a purchase. • But if the maker has been able to form a favorable image of the product in consumers mind then it is likely that the consumer will consider that make. Positioning
Elements of Learning • Reinforcement-increases the likelihood that a specific response will occur in the future as the result of particular cues. • If the consumer have positive experiences about a product there is likelihood that the repurchase will take place. • For example the cream to fight acne or pimples.
Behavioral learning theories • There are two behavioral theories with great relevance to marketing are • Classical Conditioning • Instrumental Conditioning
Classical Conditioning • Conditioning refers to a kind of automatic response to something as a result of repeated exposure to it. • For an example if a child gets excited every time she/he thinks of going to McDonalds , the reaction may be conditioned from many pleasant visits to the restaurant.
Pavlovian model of Classical Conditioning Unconditioned stimulus- Meat Paste Unconditioned Response SALIVATION Conditioned Stimulus- Bell Conditioned stimulus- Bell Conditioned Response SALIVATION
Recall Value Strategic application of classical conditioning • Repetition- The consumers have a tendency to forget & one proven method of increasing retention of learning is repetition. • Although the principle of repetition is well established among advertisers, not everyone agrees how much repetition is required. • The experts believe that three exposures to an advertisement are needed.
Strategic application of classical conditioning • The effectiveness of repetition is dependent on the amount of competing advertising to which the consumer is exposed. • The higher the level of competing ads, the greater the likelihood that interference would occur , causing consumers to forget previous learning that resulted from repetition.
Strategic application of classical conditioning • Stimulus Generalization- Learning depends not only on repetition but also on ability of individuals to generalize it. • The dog could learn to salivate not only to the sound of bell but also to somewhat similar sounds. • Stimulus Generalization explains why sometimes imitative me too products succeed in the market place. Copies of Luxury Brands
Strategic application of classical conditioning • Consumers confuse them with the original product they have seen advertised. • It also explains why the private label brands try to make their packaging closely resemble the national brand leaders.
Strategic application of classical conditioning • Product Line form and Category extensions- The principle of stimulus generalization is adopted by marketers to product line, form & category extensions. • In line extensions the marketers add related products to an already established brand, knowing the new products are more likely to be adopted when they are associated with a known & trusted brand name.
Strategic application of classical conditioning • The Stimulus generalization is frequently used in family branding by the marketers. • Stimulus Discrimination- is the opposite of stimulus generalization & results in the selection of a specific stimulus from among similar stimuli. • Stimulus discrimination is widely used in positioning strategy of the companies.
Instrumental Conditioning • Instrumental Conditioning theory says that learning occurs through a trial & error method. • In Instrumental conditioning the stimulus that results in most satisfactory response is the one that is learned. • For example the consumers are likely to patronize only that store that carries clothing that meets their needs.
Instrumental Conditioning • This theory says that the consumers learn through the trial & error process in which some purchase behavior results in more favorable outcomes than other purchase behaviors.
Reinforcement of behavior • Reinforcement is anything that increases the strength of response & tends to induce the repetition of behavior. Reinforcement can be positive as well as negative. • Positive reinforcement consists of events that strengthen the likelihood of a specific response. Using a shampoo that leaves the hair silky & soft is likely to result in the repeat purchase of the product.
Reinforcement of behavior • Negative reinforcement is an unpleasant or negative outcome that also serves to encourage a specific behavior. • An ad that shows a model with wrinkled skin is designed to encourage consumers to buy & use the advertised cream. • Many insurance companies also use this theory to propel the sale of their products.