Consumer Behavior, Ninth Edition. Schiffman & Kanuk
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1 Consumer Behavior, Ninth Edition Schiffman & Kanuk
2 Chapter Outline The Elements of Consumer Learning Behavioral Learning Theories Cognitive Learning Theory Measures of Consumer Learning
3 Learning The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products
4 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
5 Elements of Learning Theories Motivation Cues Response Reinforcement
6 Behavioral Learning Theories Classical Conditioning Instrumental Conditioning Modeling or Observational Learning
7 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.
8 Models of Classical Conditioning Figure 7-2a
9 Figure 7-2b
10 Strategic Applications of Classical Conditioning Basic Concepts Repetition Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wearout is a problem Cosmetic vs substantive variation
11 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Having the same response to slightly different stimuli Helps me-too products to succeed
12 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Useful in product extensions Line extension Form extension Category extension
13 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Family brand Marketing a whole line of company products under the same brand name Retail Private Brand Licensed brand
14 Strategic Applications of Classical Conditioning Basic Concepts Stimulus discrimination Selection of a specific stimulus from similar stimuli This discrimination is the basis of positioning which looks for unique ways to fill needs
15 Instrumental (Operant) Conditioning A behavioral theory of learning based on a trialand-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
16 A Model of Instrumental Conditioning Figure 7-10
17 Types of Reinforcement Positive Negative Forgetting Extinction
18 Strategic Application of Instrumental Conditioning Customer Satisfaction (Reinforcement) Reinforcement Schedules Total (continuous) Systematic (fixed ratio) Random (variable ratio) Shaping Massed vs distributed learning
19 Observational Learning A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning.
20 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.
21 Cognitive learning models Promotional Model Tricompetent Model Decision- Making Model Innovation Adoption Model Diffusion of Innovation Sequential Stages of Processing Attention Interest Desire Cognitive Affective Awareness Knowledge Evaluation Awareness Interest Evaluation Knowledge Persuasion Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation
22 Information Processing Relates to cognitive ability and the complexity of the information Individuals differ in imagery their ability to form mental images which influences recall
23 Information Processing and Memory Stores - Figure 7.14
24 Rehearsal and Encoding Rehearsal: The amount of information available for delivery from the short term to long term storage depends on the amount of rehearsal it receives. Failure to rehearse end up fading data Encoding: Is the process by which we select a word or visual image to represent a perceived object When consumers are exposed to information overload, they encounter difficulty storing the information.
25 Retention Retention: Information is stored in long-term memory Episodically: by the order in which it is acquired Ex: remembering a movie story Semantically: according to significant concepts Ex: remembering the stars of the movie based on priorities
26 Learning and Market Communication Learning a picture takes less time than learning verbal information A verbal communication creates more learning but a visual communication creates more attention As a result a combination of picture and information is the best way to communicate
27 Retrieval: Retrieval is the process by which we recover information from long-term storage. For example, when we are unable to remember something with which we are very familiar, we are experiencing a failure of the retrieval system. Consumer involvement High vs Low: Level of involvement is directly related to the brand loyalty, brand switching and variety seeking consumer behavior
28 Involvement theory The basic premise of split-brain theory is that the right and left hemispheres of the brain specialize in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities such as reading, speaking, etc. The right hemisphere of the brain is concerned with nonverbal, pictorial, and holistic information. The left side of the brain is rational, active, and realistic; the right side is emotional, impulsive, and intuitive.
29 Two Methods of Persuasion: Central and Peripheral Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message's content. Highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) Uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).
30 Two Methods of Persuasion: Central and Peripheral Illustrates the concept of extensive and limited problem solving for high and low involvement purchase situations Consumers carefully evaluate the benefits and problems of a product when the purchase is a high involvement one Vise versa for the low involvement purchase highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).
31 Measure of Involvement In recognition tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points. In recall tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show Recognition tests are based in aided recall, whereas recall tests use unaided recall.
32 Brand Loyalty Four types of loyalty No loyalty No purchase No cognitive attachment Covetous loyalty No purchase Strong attachment Inertia loyalty No emotional attachment Purchase by habit Premium loyalty High attachment High repeat purchase
33 Brand Loyalty vs. Habit Habit: consumer picks product without much thought; may be due to convenience Loyalty: consumer actively seeks out product
34 Brand Equity and co-branding Refers to the value inherent in a well known brand name The value stems from the consumer s perception of- Brand s superiority Social esteem Customer s trust Customer s identification with the rband Well known band names are called to be Megabrands Coca cola, Disney, Apple, Google etc Brand equity is most important for low involvement products Co-branding: Two brand names are featured in the same product
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