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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
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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
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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
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Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
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7-8
Classical
Conditioning
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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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Models of Classical Conditioning
Figure 7-2a
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Figure 7-2b
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Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
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• Increases the
association between
the conditioned and
unconditioned
stimulus
• Slows the pace of
forgetting
• Advertising wearout is
a problem
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Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
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• Having the same
response to slightly
different stimuli
• Helps “me-too”
products to succeed
• Useful in product
extensions
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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?
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Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
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• Selection of a specific
stimulus from similar
stimuli
• This discrimination is
the basis of
positioning which
looks for unique ways
to fill needs
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Instrumental
(Operant)
Conditioning
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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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Types of Reinforcement
•
•
•
•
Positive
Negative
Forgetting
Extinction
iWon Video
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A Model of Instrumental Conditioning
Figure 7-10
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Observational
Learning
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A process by which
individuals observe
how others behave in
response to certain
stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
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The consumer
observes a
positive
response by
two teens.
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Cognitive
Learning
Theory
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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
• Relates to cognitive ability and the
complexity of the information
• Individuals differ in imagery – their ability
to form mental images which influences
recall
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Information Processing and
Memory Stores - Figure 7.14
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Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding
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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
• Total package of
associations is called a
schema
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Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Sequential
Stages
of
Processing
Attention
Interest
Desire
Action
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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
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Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to
Persuasion
• Measure of Involvement
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Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving
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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
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Peripheral route
to persuasion
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Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of
Brand Loyalty
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Harley-Davidson Has Strong
Brand Loyalty
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