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Consumer Learning
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Learning Processes
Intentional
–learning acquired as a result of a
careful search for information
Incidental
-- learning acquired by accident or
without much effort
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Importance of Learning
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Learning Theories
Behavioural Theories: Cognitive Theories:
Theories based on the A theory of learning
premise that learning based on mental
takes place as the result information
of observable responses processing, often in
to external stimuli. response to problem
Also known as solving.
stimulus response
theory.
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Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
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Reinforcement
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Behavioural Learning Theories
ClassicalConditioning
Instrumental Conditioning
Modeling or Observational Learning
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Classical Conditioning
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Instrumental (Operant)
Conditioning
learning based on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)
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Classical conditioning – cont’d
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Strategic Applications of Classical
Conditioning
Repetition
Stimulus Generalization
– The inability to perceive differences
between slightly dissimilar stimuli.
Stimulus Discrimination
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Repetition
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Stimulus Generalization
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Stimulus Discrimination
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Classical Conditioning and
Marketing Strategy
Identify and pair product with a known,
well-liked stimulus
– More attention
– More favourable attitudes
– Greater intention to buy the product
– Learning of key attributes
Use stimulus generalization effectively
» Continued
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Instrumental Conditioning
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Reinforcement
Negative
Positive
Reinforcement: Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the outcomes that serve to
likelihood of a specific encourage a specific
response behaviour
Example: Ad showing Example: Ad showing
beautiful hair as a wrinkled skin as
reinforcement to buy reinforcement to buy
shampoo
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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Instrumental Conditioning and
Marketing
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Cognitive Learning Theory
Learning through problem solving,
which enables individuals to gain some
control over their environment.
Three types:
– Observational learning
– Rote Learning
– Reasoning
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Iconic Rote Learning
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Reasoning
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Information processing and
Involvement Theory
Central and Peripheral Routes to
Persuasion
– 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).
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Elaboration Likelihood Model (ELM)
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The Elaboration Likelihood Model
Involvement
LOW
HIGH
Central Peripheral
Route Route
Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
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Cognitive Learning and
Marketing Strategy
Use rote learning to teach consumers about
the brand
Use reasoning or problem solving for
complex or high-involvement products
Use modelling to extinguish negative
behaviour
Use knowledge of information processing
to help consumers store, retain and retrieve
messages.
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Measures of Consumer
Learning
Recognition and Recall Measures
– Aided and Unaided Recall
Cognitive Responses to Advertising
Copy-testing Measures
Attitudinal and Behavioural Measures
of Brand Loyalty
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