Chapter 7
Consumer Learning
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
•
•
•
•
The Elements of Consumer Learning
Behavioral Learning Theories
Cognitive Learning Theory
Measures of Consumer Learning
Copyright 2007 by Prentice Hall
7-2
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
Copyright 2007 by Prentice Hall
7-3
Learning Theories
• Behavioral Theories
• Cognitive Theories
– Based on observable
behaviors (responses)
that occur as the result
of exposure to stimuli
– Learning based on
mental information
processing
– Often in response to
problem solving
Copyright 2007 by Prentice Hall
7-4
Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
Copyright 2007 by Prentice Hall
7-8
Classical
Conditioning
Copyright 2007 by Prentice Hall
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.
7-9
Models of Classical Conditioning
Figure 7-2a
Copyright 2007 by Prentice Hall
7 - 10
Figure 7-2b
Copyright 2007 by Prentice Hall
7 - 11
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
Copyright 2007 by Prentice Hall
• Increases the
association between
the conditioned and
unconditioned
stimulus
• Slows the pace of
forgetting
• Advertising wearout is
a problem
7 - 13
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
Copyright 2007 by Prentice Hall
• Having the same
response to slightly
different stimuli
• Helps “me-too”
products to succeed
• Useful in product
extensions
7 - 14
Discussion Question
Stimulus Generalization
• How does CVS Pharmacy use stimulus
generalization for their private brands?
• Do you think it is effective?
• Should this be allowable?
weblink
Copyright 2007 by Prentice Hall
7 - 15
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
Copyright 2007 by Prentice Hall
• Selection of a specific
stimulus from similar
stimuli
• This discrimination is
the basis of
positioning which
looks for unique ways
to fill needs
7 - 16
Instrumental
(Operant)
Conditioning
Copyright 2007 by Prentice Hall
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.
7 - 17
Types of Reinforcement
•
•
•
•
Positive
Negative
Forgetting
Extinction
iWon Video
Copyright 2007 by Prentice Hall
7 - 18
A Model of Instrumental Conditioning
Figure 7-10
Copyright 2007 by Prentice Hall
7 - 19
Observational
Learning
Copyright 2007 by Prentice Hall
A process by which
individuals observe
how others behave in
response to certain
stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
7 - 21
The consumer
observes a
positive
response by
two teens.
Copyright 2007 by Prentice Hall
7 - 22
Cognitive
Learning
Theory
Copyright 2007 by Prentice Hall
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.
7 - 23
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
Copyright 2007 by Prentice Hall
7 - 24
Information Processing and
Memory Stores - Figure 7.14
Copyright 2007 by Prentice Hall
7 - 25
Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding
Copyright 2007 by Prentice Hall
7 - 26
Retention
• Information is stored in
long-term memory
– Episodically: by the order
in which it is acquired
– Semantically: according
to significant concepts
• Total package of
associations is called a
schema
Copyright 2007 by Prentice Hall
7 - 28
Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Sequential
Stages
of
Processing
Attention
Interest
Desire
Action
Copyright 2007 by Prentice Hall
Cognitive
Affective
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Interest
Evaluation Evaluation Persuasion
Purchase
Trial
Decision
Postpurchase Adoption Confirmation
Evaluation
7 - 29
Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to
Persuasion
• Measure of Involvement
Copyright 2007 by Prentice Hall
7 - 30
Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving
Copyright 2007 by Prentice Hall
7 - 31
Central and Peripheral Routes
to Persuasion
• Central route to persuasion
– For high involvement purchases
– Requires cognitive processing
• Peripheral route to persuasion
– Low involvement
– Consumer less motivated to think
– Learning through repetition, visual cues, and
holistic perception
Copyright 2007 by Prentice Hall
7 - 32
Peripheral route
to persuasion
Copyright 2007 by Prentice Hall
7 - 33
Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of
Brand Loyalty
Copyright 2007 by Prentice Hall
7 - 34
Harley-Davidson Has Strong
Brand Loyalty
weblink
Copyright 2007 by Prentice Hall
7 - 36