1 / 50

Consumer Learning

Consumer Learning. LEARNING. The term learning encompasses the total range of learning, from simple, almost reflexive responses to the learning of abstract concepts and complex problem solving. Individual learning-interesting for consumer researcher and marketer.

ismael
Download Presentation

Consumer Learning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumer Learning www.pptmart.com

  2. LEARNING • The term learning encompasses the total range of learning, from simple, almost reflexive responses to the learning of abstract concepts and complex problem solving. • Individual learning-interesting for consumer researcher and marketer. • Learning related to consumer behavior. www.pptmart.com

  3. Consumer learning • The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour. • In order for learning to occur certain basic elements must be present like motivation,cues,responses and reinforcement. www.pptmart.com

  4. Elements of Learning Theories • Motivation based on needs and goals. acts as a spur to learning. For e.g.-aspirants for becoming good tennis players. • Cues stimuli that give direction to motives. serve to direct consumer drives when they are consistent with consumer expectations. For e.g.-in a market place cues can be styling, packaging, advertising, store displays etc. www.pptmart.com

  5. Response individuals reaction to a drive or cue. their behaviour. depends heavily on previous learning that in turn depends on how related responses were reinforced previously. • Reinforcement Increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. www.pptmart.com

  6. Learning Theories • Behavioral Theories • Based on observable behaviors (responses) that occur as the result of exposure to stimuli • Cognitive Theories • Learning based on mental information processing • Often in response to problem solving www.pptmart.com

  7. Behavioral Learning Theories • Classical Conditioning • Instrumental Conditioning www.pptmart.com

  8. 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. www.pptmart.com

  9. Pavlovian Model of Classical Conditioning Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell AFTER REPEATED PAIRINGS Conditioned Stimulus Bell Conditioned Response Salivation www.pptmart.com

  10. 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. www.pptmart.com

  11. 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 A Model of Instrumental Conditioning www.pptmart.com

  12. Strategic Applications of Classical Conditioning • Repetition • Stimulus Generalization • Stimulus Discrimination www.pptmart.com

  13. 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 www.pptmart.com

  14. 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. www.pptmart.com

  15. Stimulus Generalization The inability to perceive differences between slightly dissimilar stimuli. www.pptmart.com

  16. Stimulus Generalization and Marketing • Product Line, Form and Category Extensions • Family Branding • Licensing • Generalizing Usage Situations www.pptmart.com

  17. Product Line Extension www.pptmart.com

  18. Product Form Extensions www.pptmart.com

  19. Product Category Extensions www.pptmart.com

  20. Shoe Manufacturer Licenses Its Name www.pptmart.com

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

  22. Stimulus Discrimination www.pptmart.com

  23. 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. www.pptmart.com

  24. Instrumental Conditioning and Marketing • Customer Satisfaction (Reinforcement) • Reinforcement Schedules • Shaping • Massed versus Distributed Learning www.pptmart.com

  25. Reinforcement • 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 www.pptmart.com

  26. Other Concepts in Reinforcement • Punishment • Choose reinforcement rather than punishment • Extinction • Combat with consumer satisfaction • Forgetting • Combat with repetition www.pptmart.com

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

  28. The consumer observes a positive response by two teens. www.pptmart.com

  29. 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. www.pptmart.com

  30. Appeal to Cognitive Processing www.pptmart.com

  31. 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. www.pptmart.com

  32. 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 www.pptmart.com

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

  34. 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 www.pptmart.com

  35. 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. www.pptmart.com

  36. Split Brain Theory • Right/ Left Brain Hemispheres specialize in certain functions Figure 7.14 www.pptmart.com

  37. Encouraging Right and Left BrainProcessing www.pptmart.com

  38. Issues in Involvement Theory • Involvement Theory and Media Strategy • Involvement Theory and Consumer Relevance • Central and Peripheral Routes to Persuasion • Measures of Involvement www.pptmart.com

  39. 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). www.pptmart.com

  40. Peripheral route to persuasion www.pptmart.com

  41. 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. www.pptmart.com

  42. Peripheral Route to Persuasion www.pptmart.com

  43. Unexpected Headline Metaphor Increases Impact www.pptmart.com

  44. The Elaboration Likelihood Model Involvement HIGH LOW Central Route Peripheral Route Message Arguments Influence Attitudes Peripheral Cues Influence Attitudes www.pptmart.com

  45. Measures of Consumer Learning • Recognition and Recall Measures • Aided and Unaided Recall • Cognitive Responses to Advertising • Copytesting Measures • Attitudinal and Behavioral Measures of Brand Loyalty www.pptmart.com

  46. Starch Readership Scores Measure Learning www.pptmart.com

  47. Phases of Brand Loyalty • Cognitive • Affective • Conative • Action www.pptmart.com

  48. Harley-Davidson Has Strong Brand Loyalty weblink www.pptmart.com

  49. Brand Loyalty As A Function of Relative Attitude and Patronage Behavior Repeat Patronage High Low Relative Attitude High Loyalty Latent Loyalty Low Spurious Loyalty No Loyalty www.pptmart.com

  50. Do visit • www.pptmart.com www.pptmart.com

More Related