Chapter 7 Consumer Learning

Consumer Behavior
Ninth Edition
Schiffman and Kanuk

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Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Chapter 7
Consumer Learning

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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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Learning Theories
•Behavioral Theories
–Based on observable
behaviors (responses)
that occur as the result
of exposure to stimuli
•Cognitive Theories
–Learning based on
mental information
processing
–Often in response to
problem solving

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Discussion Question
•For Coca-Cola:
–How have they used behavioral theory in their
marketing?
–Cognitive theory?
–How have they built brand loyalty?

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weblink

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Elements of
Learning Theories
•Motivation
•Cues
•Response
•Reinforcement

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Behavioral Learning Theories
•Classical Conditioning
•Instrumental Conditioning
•Modeling or Observational Learning

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Classical Classical
ConditioningConditioning
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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We now
associate this
product with
strength.

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Strategic Applications of
Classical Conditioning
•Repetition
•Stimulus
generalization
•Stimulus
discrimination
•Increases the
association between
the conditioned and
unconditioned
stimulus
•Slows the pace of
forgetting
•Advertising wearout is
a problem
Basic Concepts

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Strategic Applications of
Classical Conditioning
•Repetition
•Stimulus
generalization
•Stimulus
discrimination
•Having the same
response to slightly
different stimuli
•Helps “me-too”
products to succeed
•Useful in product
extensions
Basic Concepts

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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?
weblink

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Strategic Applications of
Classical Conditioning
•Repetition
•Stimulus
generalization
•Stimulus
discrimination
•Selection of a specific
stimulus from similar
stimuli
•This discrimination is
the basis of
positioning which
looks for unique ways
to fill needs
Basic Concepts

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Instrumental Instrumental
(Operant) (Operant)
ConditioningConditioning
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

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A Model of Instrumental Conditioning
Figure 7-10

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Instrumental Conditioning
and Marketing
•Customer Satisfaction (Reinforcement)
•Reinforcement Schedules
•Shaping
•Massed versus Distributed Learning

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Observational Observational
LearningLearning
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 Cognitive
Learning Learning
TheoryTheory
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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Discussion Question
•How do advertisers drive consumers to
rehearse information?
•When does this work against the
advertiser?
•Can you think of examples of
advertisements which drive you to
rehearse?

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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
AttentionCognitive
Action Conative Purchase
Postpurchase
Evaluation
Trial
Adoption
Decision
Confirmation
Affective
Evaluation
Interest
EvaluationPersuasion
Knowledge
AwarenessAwareness
Knowledge
Interest
Desire
Sequential
Stages
of
Processing
Innovation
Adoption
Model
Decision-
Making
Model
Tricompetent
Model
Innovation
Decision
Process
Promotional
Model

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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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Brand Loyalty
•Function of three groups of influences
–Consumer drivers
–Brand drivers
–Social drivers
•Four types of loyalty
–No loyalty
–Covetous loyalty
–Inertia loyalty
–Premium loyalty

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Harley-Davidson Has Strong
Brand Loyalty
weblink

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Brand Equity
•Refers to the value inherent in a well-
known brand name
•Value stems from consumer’s perception
of brand superiority
•Brand equity reflects learned brand loyalty
•Brand loyalty and brand equity lead to
increased market share and greater profits