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5
Consumer Learning
Learning Is a Key to Consumer Behavior
9-1
Culture
Learning
Subcultures
Social class
Family
Friends
Institutions
Personal
experiences
Advertising
Values
Attitudes
Tastes
Preferences
Skills
Feelings
Purchase
and use
behaviors
Products/brand
features
Symbolic
meanings
Behaviors
Mass media
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Consumer
Learning
A relatively permanent
change in behavior that is
caused by experience
(Solomon)
The Learning Process
• Learning
– Incidental Learning
• Casual, unintentional
– Vicarious Learning
• Observation
Elements of Learning Theories
1.
2.
3.
4.
Motivation
Cues
Response
Reinforcement
Cognitive Learning Theory


Focuses on humans as active, adaptive
processors of information and stresses the
importance of internal mental processes.
Is learning conscious or not?
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.
Behavioral Learning Theories
I. Classical Conditioning
II. Instrumental Conditioning
III. Modeling or Observational Learning
I. 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.
Classical Conditioning
• Pavlov’s dogs
• Objects (stimuli)
associated with a
response may bring
about the response
• Stimuli and responses
Pavlov, His Staff and Dog in his Classical Conditioning Laboratory
A. Pavlovian Model of Classical
Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
Conditioned Response
Salivation
B. Analogous Model of Classical
Conditioning
Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
6 O’clock news
AFTER REPEATED PAIRINGS
Conditioned Stimulus
6 O’clock news
Conditioned Response
Salivation
Basic Concepts of Classical
Conditioning
1. Repetition
2. Stimulus Generalization
3. Stimulus Discrimination
2. Stimulus
Generalization
The inability to perceive
differences between slightly
dissimilar stimuli.
Stimulus Generalization and
Marketing
1.
2.
3.
4.
5.
6.
Product Line Extensions
Family Branding
Me-too Products
Similar Name
Licensing
Generalizing Usage Situations
3. Stimulus
Discrimination
The ability to select a
specific stimulus from
among similar stimuli
because of perceived
differences.
Stimulus Discrimination and
Marketing
• Positioning
is the act of designing the company’s offering and image to
occupy a distinctive place in the the target market’s mind.
• Differentiation
offering products with unique customer benefits or features
not available from competitive offerings.
Developing Competitive
Differentiation
Product
Service
Areas for Competitive
Differentiation
Image
People
Classical Conditioning Process
Unconditioned
stimulus
Unconditioned
response
(waterfall)
(freshness, purity)
Association develops through
contiguity and repetition
Conditioned
stimulus
(Brita water
filtration pitcher)
Conditioned
response
(freshness, purity)
This Brita ad uses classical
conditioning
Consumer Examples
• Advertising: pairing
product with images
of desired affect
• Product: Evoke image
of object associated
with positive affect
(e.g., Mustang; Coke Bottle)
II.
Instrumental
(Operant)
Conditioning
A behavioral theory of
learning based on a trial-anderror process, with habits
forced as the result of
positive experiences
(reinforcement) resulting
from certain responses or
behaviors.
Operant Conditioning
(B.F. Skinner)
INSTRUMENTAL (OPERANT)
CONDITIONING
REINFORCEMENT
BEHAVIOR
NOT the
same thing!
{
LIKELIHOOD
OF
BEHAVIOR
NEGATIVE
REINFORCEMENT
PUNISHMENT
LIKELIHOOD
OF
BEHAVIOR
Consumer Learning by Operant Conditioning
9-4
Stimulus
(Rice Popcorn)
Desired response
(consumption)
Reinforcement
(pleasant taste)
Increases probability
of response to stimulus
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Instrumental Conditioning
Process
Behavior
(consumer uses
product or service)
Positive or negative
consequences occur
(reward or punishment)
Increase or decrease in
probability of repeat
behavior (purchase)
A Model of Instrumental Conditioning
Stimulus
Situation
(Need goodlooking jeans)
Try
Brand A
Unrewarded
Legs too tight
Try
Brand B
Unrewarded
Tight in seat
Try
Brand C
Unrewarded
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior
1. Reinforcement: An Example
You eat a cake (behavior)
----> good taste (reward)
----> more likely to eat cake
on another occasion
Negative Reinforcement
(not the same as punishment!)
Aversive stimulus exists
Behavior ----> termination of aversive
stimulus
----> repetition of behavior
during aversive stimulus
Negative Reinforcement: An
Example
Headache (aversive stimulus)
Aspirin (behavior) ---> Headache
cessation
----> Likely to consume
aspirin during future
headaches
2. PUNISHMENT
Behavior ----> Negative
consequences
-----> Behavior less
likely to be repeated
when punishment is
anticipated (mostly)
Punishment: Examples
• Parking meters
• Gas taxes
• Fees for non-ATM
banking transactions
• Over-base rate utility
charges
More Punishment Examples
• Voidance of warranty
if product is serviced
by competitor
• Social ostracism for
failure to wear
deodorant
3. Extinction
• Behavior which is not
reinforced tends to
become extinct
gradually
The Process of Shaping in Purchase
Behavior
9-5
Consume a free sample of Rice Popcorn
that was sent to your home
Purchase a second package using the
discount coupon that accompanied the free
sample
Repurchase the product at full price
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Reinforcement Schedule
• Fixed-Interval Reinforcement
• Variable-Interval Reinforcement
• Fixed-Ratio Reinforcement
• Variable-Ratio Reinforcement
Reinforcement scheduling
• Fixed-Interval Reinforcement.
– After a specified time period has passed, the
first response that is made brings the reward.
• Last day of the seasonal sale.
• Variable-Interval Reinforcement.
– Time that must pass before reinforcement is
delivered varies around some average.
• Requires consistent response.
• Random quizzes.
Reinforcement scheduling
• Fixed-ratio reinforcement occurs only after
a fixed number of responses.
– “Get your fourth car wash free.”
• Variable-ratio reinforcement occurs where
the subject is reinforced after some
(unknown) number of responses.
– Slot machines
III.
Observational
Learning
A process by which
individuals observe the
behavior of others,
remember it, and imitate it.
Also known as modeling.
(Vicarious
Learning)
Most useful for
vicarious learning!
4 Necessary Conditions
for Observational Learning
1. Consumer must be direct to the
appropriate model.
2. Consumer must remember the event.
3. Consumer must convert information
into actions.
4. Consumer must be motivated to
perform the actions.
Summary
Consumer Learning
I.
II.
The Learning Process
Elements of Learning Theories
1.
2.
3.
4.
III.
Motivation
Cues
Response
Reinforcement
Behavioral Learning Theory
1.
Classical Conditioning
a.
b.
Repetition
Stimulus Generalization
1.
2.
3.
4.
5.
6.
c.
2.
Stimulus Discrimination
Instrumental (Operant) Conditioning
1.
2.
3.
4.
3.
Product Line Extensions
Family Branding
Me-too Products
Similar Name
Licensing
Generalizing Usage Situations
Reinforcement
Punishment
Extinction
Shaping
Observational Learning (Vicarious Learning)