Consumer Learning

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Chapter 7

• Consumer Learning

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Cognitive Learning Theory
A theory of learning based on mental information
processing, often in response to problem solving.
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Consumer Learning
A process by which individuals acquire the
purchase and consumption knowledge 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 outcome that influences
the likelihood that a specific behavior will be
repeated in the future in response to a
particular cue or stimulus.
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Behavioral Learning Theories
Theories based on the premise that learning takes
place as the result of observable responses to
external stimuli. Also known as stimulus
response theory.
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Behavioral Learning Theories

• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

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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.
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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.
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Conditions for Optimal Conditioning

• Forward Conditioning (CS Precedes US)
• Repeated Pairings of CS and US
• A CS and US that Logically Belong to Each Other
• A CS that is Novel and Unfamiliar
• A US that is Biologically or Symbolically Salient

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Figure 7.1A Pavlovian Model of Classical
Conditioning
Unconditioned Stimulus Meat paste
Unconditioned Response Salivation
Conditioned Stimulus Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus Bell
Conditioned Response Salivation
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Figure 7.1B Analogous Model of Classical
Conditioning
Unconditioned Stimulus Dinner aroma
Unconditioned Response Salivation
Conditioned Stimulus 6 Oclock news
AFTER REPEATED PAIRINGS
Conditioned Stimulus 6 Oclock news
Conditioned Response Salivation
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Basic Concepts of Classical Conditioning

• Repetition
• Stimulus Generalization
• Stimulus Discrimination

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Stimulus Generalization
The inability to perceive differences between
slightly dissimilar stimuli.
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Stimulus Generalization and Marketing

• Product Line, Form and Category Extensions
• Family Branding
• Licensing
• Generalizing Usage Situations

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Stimulus Discrimination
The ability to select a specific stimulus from
among similar stimuli because of perceived
differences.
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Stimulus Discrimination and Marketing

• Positioning
• Differentiation

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Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

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Figure 7.6 A Model of Instrumental Conditioning
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
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Observational Learning
A process by which individuals observe the
behavior of others, remember it, and imitate it.
Also known as modeling.
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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.
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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.
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Issues In Information Processing

• How Consumers Store, Retain and Retrieve
  Information
• Limited and Extensive Information Processing

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Figure 7.9 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
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Sensory Store
The place in which all sensory inputs are housed
very briefly before passing into the short-term
store.
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Short-Term Store
The stage of real memory in which information
received from the sensory store for processing is
retained briefly before passing into the
long-term store or forgotten.
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Long-Term Store
In information-processing theory, the stage of
real memory where information is organized,
reorganized and retained for relatively extended
periods of time.
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Rehearsal
The silent, mental repetition of material. Also,
the relating of new data to old data to make the
former more meaningful.
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Encoding
The process by which individuals select and
assign a word or visual image to represent a
perceived object or idea.
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Retention

• Information is stored in long-term memory
• Episodically by the order in which it is
  acquired
• Semantically according to significant concepts

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Figure 7.10 Conceptualization of Long-Term
Storage of Personal Computer Information
PERSONAL COMPUTERS
Models
Manufacturers
Operating Systems
Monitors
Printers
Manufacturer
Type
Type
Manufacturer
SOFTWARE
Spreadsheets
Word processing
Databases
Games
Graphics
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Retrieval
The stage of information processing in which
individuals recover information from long-term
storage.
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Table 7.1 Models of Cognitive Learning
Innovation Adoption Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
Attention
Cognitive
Knowledge
Awareness
Awareness Knowledge
Sequential Stages of Processing
Affective
Evaluation
Interest Evaluation
Persuasion
Interest Desire
Action
Conative
Purchase Postpurchase Evaluation
Trial Adoption
Decision Confirmation
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Limited and Extensive Information Processing

• Extensive and complex processing of information
  may not apply to all purchase decisions
• Involvement may influence extent of information
  processing

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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.
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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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Hemispheral Lateralization
Learning theory in which the basic premise is
that the right and left hemispheres of the brain
specialize in the kinds of information that
they process. Also called split brain theory.
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Central and Peripheral Routes to Persuasion
A theory that proposes that 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).
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Elaboration Likelihood Model (ELM)
A theory that suggests that a persons level of
involvement during message processing is a
critical factor in determining which route to
persuasion is likely to be effective.
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The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central Route
Peripheral Route
Message Arguments Influence Attitudes
Peripheral Cues Influence Attitudes
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Table 7.2 Measuring Involvement on a Semantic
Differential Scale
TO ME, (INSERT PRODUCT OR PRODUCT CATGORY) IS
1. Important 2. Interesting 3. Relevant
4. Exciting 5. Meaningful 6. Appealing 7.
Fascinating 8. Priceless 9. Involving 10.
Necessary
1 - - - - - - - - - -
Unimportant Boring Irrelevant Unexciting Meaningl
ess Unappealing Ordinary Worthless Uninvolving Unn
ecessary
2 - - - - - - - - - -
3 - - - - - - - - - -
4 - - - - - - - - - -
5 - - - - - - - - - -
6 - - - - - - - - - -
7 - - - - - - - - - -
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Table 7.3 Product Involvement Inventory
Measuring Consumers Enduring Involvement With
Products
1. I would be interested in reading about this
product. 2. I would read a Consumer Reports
article about this product. 3. I have compared
product characteristics among bands. 4. I usually
pay attention to ads for this product. 5. I
usually talk about his product with other
people. 6. I usually seek advice from other
people prior to purchasing this product. 7. I
usually take many factors into account before
purchasing this product. 8. I usually spend a lot
of time choosing what kind to buy.
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Measures of Consumers Learning

• Recognition and Recall Measures
• Aided and Unaided Recall
• Cognitive Responses to Advertising
• Copytesting
• Attitudinal and Behavioral Measures of Brand
  Loyalty

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Brand Loyalty
Consistent preference and/or purchase of the same
brand in a specific product or service category.
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Figure 7.16 Brand Loyalty As a Function of
Relative Attitude and Patronage Behavior
Repeat Patronage
High
Low
Latent Loyalty
Loyalty
High
Relative Attitude
No Loyalty
Spurious Loyalty
Low
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Brand Equity
The value inherent in a well-known brand name.