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Chapter 7

Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

Consumer Learning

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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?
http://www.prodhelp.com/oral_care17.shtml

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Importance of Learning

Marketers must teach consumers:

where to buy

how to use

how to maintain

how to dispose of products

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Learning Theories

Behavioral Theories:

Theories based on the

premise that learningtakes place as the

result of observable

responses to external

stimuli. Also knownasstimulus response

theory.

Cognitive Theories:

A theory of learning

based on mentalinformation

processing, often in

response to problem

solving.

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ConsumerLearning

Aprocessby whichindividuals acquire the

purchase and

consumptionknowledge

and experience

that they apply to

future related behavior.

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Elements of Learning Theories

Motivation

Cues

Response

Reinforcement

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Reinforcement

A positive or

negative outcomethat influences the

likelihood that a

specific behaviorwill be repeated in

the future in

response to a

particular cue or

stimulus.

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Figure 7.1 Product Usage Leads to

Reinforcement

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Behavioral Learning Theories

Classical Conditioning

Instrumental Conditioning

Modeling or Observational Learning

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ClassicalConditioning

A behavioral learningtheory according to

which a stimulus is

paired with another

stimulus that elicits a

known response that

serves to produce the

same response whenused alone.
http://almaz.com/nobel/medicine/1904a.html

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Instrumental

(Operant)

Conditioning

A behavioral theory of

learning based on atrial-and-error process,

with habits forced as

the result of positiveexperiences

(reinforcement)

resulting from certain

responses or

behaviors.

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Figure 7.2A Pavlovian Model of


Unconditioned Stimulus

Meat paste

Conditioned Stimulus

Bell

Unconditioned Response

Salivation


Bell

Conditioned Response

Salivation

AFTER REPEATED PAIRINGS

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Figure 7.2B Analogous Model of


Unconditioned Stimulus

Dinner aroma


6 oclock news

Unconditioned Response

Salivation


6 oclock news

Conditioned Response

Salivation

AFTER REPEATED PAIRINGS

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Cognitive Associative Learning

Classical conditioning is viewed as the

learning of associations among events that

allows the organism to anticipate andrepresent its environment.

From this viewpoint, classical conditioning

is not reflexive action, but rather theacquisition of new knowledge

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Neo-Pavlovian Conditioning

Forward Conditioning (CS Precedes US)

Repeated Pairings of CS and US

A CS and US that Logically Belong to EachOther

A CS that is Novel and Unfamiliar

A US that is Biologically or SymbolicallySalient

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Strategic Applications of Classical

Conditioning

Repetition

Stimulus Generalization Stimulus Discrimination

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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

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Figure 7.4

Substantive

Variations

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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.

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StimulusGeneralization

The inability to

perceive differencesbetween slightly

dissimilar stimuli.

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Stimulus Generalization and

Marketing

Product Line, Form and CategoryExtensions

Family Branding

Licensing

Generalizing Usage Situations

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Figure 7.5

Product LineExtension

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Figure 7.6 Product Form

Extensions

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Figure 7.7

ProductCategory

Extensions

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Figure 7-8

Shoe

ManufacturerLicenses

Its Name

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Stimulus

Discrimination

The ability to select

a specific stimulus

from among similar

stimuli because of

perceived

differences.

Positioning

Differentiation

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Figure 7.9

StimulusDiscrimination

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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 specificbehavior.

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Instrumental Conditioning and

Marketing

Customer Satisfaction (Reinforcement)

Reinforcement SchedulesShaping

Massed versus Distributed Learning

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Reinforcement

Positive

Reinforcement:

Positive outcomes that

strengthen thelikelihood of a specific

response

Example: Ad showing

beautiful hair as a

reinforcement to buy

shampoo

Negative

Reinforcement:

Unpleasant or negative

outcomes that serve toencourage a specific

behavior

Example: Ad showing

wrinkled skin as

reinforcement to buy

skin cream

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Other Concepts in Reinforcement

Punishment

Choose reinforcement rather than punishment

Extinction

Combat with consumer satisfaction

Forgetting

Combat with repetition

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Figure 7.11

ConsumersLearn by

Modeling

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Cognitive

LearningTheory

Holds that the kind

of learning most

characteristic of

human beings is

problem solving,which enables

individuals to gain

some control overtheir environment.

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InformationProcessing

A cognitive theory of

human learningpatterned after

computer information

processing thatfocuses on how

information is stored

in human memory

and how it is

retrieved.

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Figure 7.13 Information Processing and

Memory Stores

Sensory

Store

Working

Memory

(Short-term

Store)

Long-

termStore

Sensory

Input Rehearsal Encoding Retrieval

Forgotten;

lost

Forgotten;

lost

Forgotten;

unavailable

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Retention

Information is stored inlong-term memory

Episodically: by the orderin which it is acquired

Semantically: accordingto significant concepts

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InvolvementTheory

A theory of consumer

learning which

postulates that

consumers engage in a

range of information

processing activityfrom extensive to

limited problem

solving, depending onthe relevance of the

purchase.

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Figure 7.14

Split Brain

Theory

Right/ Left Brain

Hemispheres

specialize in certainfunctions

Figure 7.14

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Figure 7.15Encouraging

Right and

Left Brain

Processing

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Issues in Involvement Theory

Involvement Theory and Media Strategy

Involvement Theory and Consumer

Relevance Central and Peripheral Routes to Persuasion

Measures of Involvement

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Central and

PeripheralRoutes to

Persuasion

A theory that proposesthat

highly involved consumersare best reached through ads

that focus on the specific

attributes of the product (the

central route) whileuninvolved consumers can

be attracted through

peripheral advertising cues

such as the model or the

setting (the peripheral route).

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Elaboration

LikelihoodModel

(ELM)

A theory that suggeststhat a persons level of

involvement during

message processing isa critical factor in

determining which

route to persuasion is

likely to be effective.

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Figure 7.16

Peripheral

Route to

Persuasion

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Figure 7.17 Unexpected Headline

Metaphor Increases Impact

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The Elaboration Likelihood Model

Involvement

CentralRoute

PeripheralRoute

PeripheralCues

Influence

Attitudes

MessageArguments

Influence

Attitudes

HIGH LOW

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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

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Figure 7.18

Starch

Readership

Scores MeasureLearning
http://www.roperasw.com/

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Phases of Brand Loyalty

Cognitive

Affective

Conative

Action

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Documents

Schiff Man 07