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Consumer Learning

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

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  1. Consumer Learning CHAPTER SEVEN

  2. 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

  3. 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

  4. In Terms of Consumer Learning, Are These New Products Likely to Succeed? Chapter Seven Slide

  5. These Ads Might Induce Learning Due to the Familiar Names Chapter Seven Slide

  6. Learning • The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Chapter Seven Slide

  7. Elements of Learning Theories Chapter Seven Slide

  8. Two Major Learning Theories Chapter Seven Slide

  9. Behavioral Learning • Classical Conditioning • Instrumental (Operant) Conditioning Chapter Seven Slide

  10. Chapter Seven Slide

  11. Models of Classical ConditioningFigure 7-2a Chapter Seven Slide

  12. Figure 7-2b Chapter Seven Slide

  13. 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

  14. 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

  15. Why Did Gillette UseTwo Different Ads to Advertisethe Same Product? Chapter Seven Slide

  16. Repetition of the Message with Varied Ads Results in More Information Processing by the Consumer Chapter Seven Slide

  17. 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

  18. 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

  19. Which Concept of Behavioral Learning Applies to the Introduction of These Two Products? Chapter Seven Slide

  20. Stimulus Generalization Chapter Seven Slide

  21. What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On? Chapter Seven Slide

  22. Product Category ExtensionStimulus Generalization Chapter Seven Slide

  23. 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

  24. What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here? Chapter Seven Slide

  25. Stimulus DiscriminationProduct Differentiation Chapter Seven Slide

  26. 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

  27. A Model of Instrumental ConditioningFigure 7.9 Chapter Seven Slide

  28. Reinforcement of Behavior Chapter Seven Slide

  29. Reinforcement of Behavior 29 Chapter Seven Slide

  30. Strategic Applications of Instrumental Conditioning • Customer Satisfaction (Reinforcement) • Reinforcement Schedules • Shaping • Massed versus Distributed Learning Chapter Seven Slide

  31. Chapter Seven Slide

  32. Information Processing and Cognitive Learning • Cognitive Learning • Learning involves complex mental processing of information • Emphasizes the role of motivation Chapter Seven Slide

  33. Information Processing and Memory Stores - Figure 7.10 Chapter Seven Slide

  34. 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

  35. 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

  36. 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

  37. Chapter Seven Slide

  38. Measuring Involvement with an Advertisement - Table 7.3 38 Chapter Seven Slide

  39. 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

  40. Central and Peripheral Routes to Persuasion Chapter Seven Slide

  41. 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

  42. What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel? Chapter Seven Slide

  43. Hemispheric LateralizationBoth Sides of the Brain are Involved in Decision Chapter Seven Slide

  44. How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad? Chapter Seven Slide

  45. The Ad is Targeted to the Right Brain Chapter Seven Slide

  46. Measures of Consumer LearningBrand Loyalty • Recognition and Recall Measures • Brand Loyalty 46 Chapter Seven Slide

  47. Measures of Consumer LearningBrand Loyalty Brand Equity – the value inherent in a well-known brand name Chapter Seven Slide

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