Marketing research process

1. Consumer Learning
Chapter 5

2. Consumer Learning
Learning is applying
past knowledge and
experience to present
circumstances and
behavior

9. Classical Condition
• Classical conditioning occurs when a conditioned stimulus (CS) is
paired with an unconditioned stimulus (US). Usually, the conditioned
stimulus is a neutral stimulus (e.g., the sound of a tuning fork), the
unconditioned stimulus is biologically potent (e.g., the taste of food)
and the unconditioned response (UR)

13. THREE-HIT THEORY
•Repetition is the basis for the idea that three
exposures to an ad are necessary for the ad to be
effective
•The number of actual repetitions to equal three
exposures is in question.

18. INSTRUMENTAL CONDITIONING AND MARKETING
• Make the product the ultimate reward
•Provide samples and free trials
•Provide non-product rewards
•Practice relationship marketing
•Reinforcement Schedules - Shaping
•Massed versus Distributed Learning

20. OTHER CONCEPTS IN REINFORCEMENT
•Punishment -Choose reinforcement rather than
punishment
•Extinction - Combat with consumer satisfaction
•Forgetting - Combat with repetition

26. Retention
• Information is stored in long-term memory
• Episodically: by the order in which it is acquired
• Semantically: according to significant concepts

27. Information Processing and Memory Store

31. MEASURES OF CONSUMER LEARNING
• Recognition and Recall Measures -Aided and Unaided
Recall
• Cognitive Responses to Advertising
• Copy-testing Measures
• Attitudinal and Behavioral Measures of Brand Loyalty