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CHAPTER  SEVENConsumer Learning
Learning Objectives1. To Understand the Process and Four   Elements of Consumer Learning.2. To Study Behavioral Learning a...
Learning Objectives (continued)4. To Study Consumer Involvement and Passive   Learning and Understand Their Strategic   Af...
In Terms of Consumer Learning, Are These New                Products Likely to Succeed?Copyright 2010 Pearson Education, I...
These Ads Might Induce Learning Due       to the Familiar NamesCopyright 2010 Pearson Education, Inc. Publishing as Prenti...
Learning• The process by which individuals acquire the  purchase and consumption knowledge and  experience that they apply...
Elements of Learning TheoriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 7
Two Major Learning TheoriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 8
Behavioral Learning• Classical Conditioning• Instrumental (Operant) ConditioningCopyright 2010 Pearson Education, Inc. Pub...
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 10
Models of Classical Conditioning                   Figure 7-2aCopyright 2010 Pearson Education, Inc. Publishing as Prentic...
Figure 7-2bCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 12
Discussion Questions• For Coca-Cola or  another beverage  company:      – How have they used        classical conditioning...
Strategic Applications of                       Classical Conditioning Basic Concepts  • Repetition                       ...
Why Did Gillette Use                      Two Different Ads to Advertise                           the Same Product?Copyri...
Repetition of the Message with Varied Ads      Results in More Information Processing                  by the ConsumerCopy...
Strategic Applications of                       Classical Conditioning Basic Concepts                                     ...
Discussion Questions                       Stimulus Generalization• How does a pharmacy like CVS or Rite Aid  use stimulus...
Which Concept of Behavioral Learning Applies  to the Introduction of These Two Products?Copyright 2010 Pearson Education, ...
Stimulus GeneralizationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 20
What Is the Name of the Marketing Application    Featured Here and Which Concept of     Behavioral Learning Is It Based On...
Product Category Extension                            Stimulus GeneralizationCopyright 2010 Pearson Education, Inc. Publis...
Strategic Applications of                      Classical Conditioning Basic Concepts                                      ...
What Are the Names of the Marketing Application and the     Behavioral Learning Concept Featured Here?  Copyright 2010 Pea...
Stimulus Discrimination                       Product DifferentiationCopyright 2010 Pearson Education, Inc. Publishing as ...
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 26
A Model of Instrumental Conditioning                       Figure 7.9Copyright 2010 Pearson Education, Inc. Publishing as ...
Reinforcement of BehaviorCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 28
Reinforcement of BehaviorCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 29
Strategic Applications of                   Instrumental Conditioning•   Customer Satisfaction (Reinforcement)•   Reinforc...
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 31
Information Processing and                     Cognitive Learning• Cognitive Learning      – Learning involves        comp...
Information Processing and Memory         Stores - Figure 7.10Copyright 2010 Pearson Education, Inc. Publishing as Prentic...
Discussion Questions• How do advertisers drive consumers to  rehearse information?• When does this work against the advert...
Theoretical Models of Cognitive                Learning - Table 7.1                                                       ...
Involvement and Passive                          Learning Topics•   Definitions and Measures of Involvement•   Marketing A...
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Slide 37
Measuring Involvement with an                  Advertisement - Table 7.3Subjects respond to the following statements on a ...
Marketing Applications of                         Involvement• Ads in video games• Avatars• Sensory appeals in ads to get ...
Central and Peripheral Routes                     to PersuasionCopyright 2010 Pearson Education, Inc. Publishing as Prenti...
Hemispheral Lateralization and                Passive Learning• Hemispheral lateralization      – Also called split-brain ...
What Is the Name of the Learning Theory       Concept Featured in This Ad and How Is It                 Applied to Air Tra...
Hemispheric LateralizationBoth Sides of the Brain are Involved in DecisionCopyright 2010 Pearson Education, Inc. Publishin...
How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?Copyright 2010 Pearson Education, Inc. Publi...
The Ad is Targeted to the Right BrainCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall   Chapter Seven Sl...
Measures of Consumer Learning                Brand Loyalty• Recognition and Recall Measures• Brand LoyaltyCopyright 2010 P...
Measures of Consumer Learning                Brand LoyaltyBrand Equity – the value inherent in  a well-known brand nameCop...
All rights reserved. No part of this publication may be reproduced, stored in a  retrieval system, or transmitted, in any ...
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Schiffman cb10 ppt_07

  1. 1. CHAPTER SEVENConsumer Learning
  2. 2. Learning Objectives1. To Understand the Process and Four Elements of Consumer Learning.2. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.3. To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 2
  3. 3. Learning Objectives (continued)4. To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior.5. To Understand How Consumer Learning and Its Results Are Measured.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 3
  4. 4. In Terms of Consumer Learning, Are These New Products Likely to Succeed?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 4
  5. 5. These Ads Might Induce Learning Due to the Familiar NamesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 5
  6. 6. Learning• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviorCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 6
  7. 7. Elements of Learning TheoriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 7
  8. 8. Two Major Learning TheoriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 8
  9. 9. Behavioral Learning• Classical Conditioning• Instrumental (Operant) ConditioningCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 9
  10. 10. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 10
  11. 11. Models of Classical Conditioning Figure 7-2aCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 11
  12. 12. Figure 7-2bCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 12
  13. 13. Discussion Questions• For Coca-Cola or another beverage company: – How have they used classical conditioning in their marketing? – Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 13
  14. 14. Strategic Applications of Classical Conditioning Basic Concepts • Repetition • Increases the • Stimulus association between the conditioned and generalization unconditioned stimulus • Stimulus • Slows the pace of discrimination forgetting • Advertising wearout is a problemCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 14
  15. 15. Why Did Gillette Use Two Different Ads to Advertise the Same Product?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 15
  16. 16. Repetition of the Message with Varied Ads Results in More Information Processing by the ConsumerCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 16
  17. 17. Strategic Applications of Classical Conditioning Basic Concepts • Having the same response to slightly • Repetition different stimuli • Stimulus • Helps “me-too” generalization products to succeed • Useful in: • Stimulus – product extensions discrimination – family branding – licensingCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 17
  18. 18. Discussion Questions Stimulus Generalization• How does a pharmacy like CVS or Rite Aid use stimulus generalization for their private brands?• Do you think it is effective?• Should this be allowable?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 18
  19. 19. Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 19
  20. 20. Stimulus GeneralizationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 20
  21. 21. What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 21
  22. 22. Product Category Extension Stimulus GeneralizationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 22
  23. 23. Strategic Applications of Classical Conditioning Basic Concepts • Selection of a specific stimulus from similar • Repetition stimuli • Stimulus • Opposite of stimulus generalization generalization • Stimulus • This discrimination is discrimination the basis of positioning which looks for unique ways to fill needsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 23
  24. 24. What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 24
  25. 25. Stimulus Discrimination Product DifferentiationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 25
  26. 26. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 26
  27. 27. A Model of Instrumental Conditioning Figure 7.9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 27
  28. 28. Reinforcement of BehaviorCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 28
  29. 29. Reinforcement of BehaviorCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 29
  30. 30. Strategic Applications of Instrumental Conditioning• Customer Satisfaction (Reinforcement)• Reinforcement Schedules• Shaping• Massed versus Distributed LearningCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 30
  31. 31. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 31
  32. 32. Information Processing and Cognitive Learning• Cognitive Learning – Learning involves complex mental processing of information – Emphasizes the role of motivationCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 32
  33. 33. Information Processing and Memory Stores - Figure 7.10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 33
  34. 34. Discussion Questions• 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?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 34
  35. 35. Theoretical Models of Cognitive Learning - Table 7.1 Decision- Innovation Innovation Generic Promotional Tricompetent Making Adoption DecisionFramework Model Model Model Model ProcessKnowledge Attention Cognitive Awareness Awareness Knowledge KnowledgeEvaluation Interest Affective Interest Desire Evaluation Evaluation PersuasionBehavior Action Conative Purchase Trial Decision Postpurchase Adoption Confirmation Evaluation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 35
  36. 36. Involvement and Passive Learning Topics• Definitions and Measures of Involvement• Marketing Applications of Involvement• Central and Peripheral Routes to Persuasion• Hemispheral Lateralization and Passive LearningCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 36
  37. 37. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 37
  38. 38. Measuring Involvement with an Advertisement - Table 7.3Subjects respond to the following statements on a 7-point Likert scale rangingfrom “Strongly Agree” to “Strongly Disagree.”The message in the slogan was important to meThe slogan didn’t have anything to do with my needsThe slogan made me think about joining the militaryThe slogan made me want to join the militaryWhile reading the slogan, I thought about how the military might be useful for meThe slogan did not show me anything that would make me join the militaryI have a more favorable view of the military after seeing the sloganThe slogan showed me the military has certain advantagesThe slogan was meaningful to meThe slogan was worth remembering Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 38
  39. 39. Marketing Applications of Involvement• Ads in video games• Avatars• Sensory appeals in ads to get more attention• Forging bonds and relationships with consumersCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 39
  40. 40. Central and Peripheral Routes to PersuasionCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 40
  41. 41. Hemispheral Lateralization and Passive Learning• Hemispheral lateralization – Also called split-brain theory• Left Brain – Rational – Active – Realistic• Right Brain – Emotional – Metaphoric – Impulsive – IntuitiveCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 41
  42. 42. What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 42
  43. 43. Hemispheric LateralizationBoth Sides of the Brain are Involved in DecisionCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 43
  44. 44. How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 44
  45. 45. The Ad is Targeted to the Right BrainCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 45
  46. 46. Measures of Consumer Learning Brand Loyalty• Recognition and Recall Measures• Brand LoyaltyCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 46
  47. 47. Measures of Consumer Learning Brand LoyaltyBrand Equity – the value inherent in a well-known brand nameCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 47
  48. 48. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 48

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