schiff man 07
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Chapter 7
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Consumer Learning
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The Importance of Consumer
Learning to New Product Success Why did these products fail?
Listerine Toothpaste
Ben-Gay Aspirin
Oreo Little Fudgies
Why did PocketPaks succeed?
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Importance of Learning
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:
Theories based on the
premise that learningtakes place as the
result of observable
responses to external
stimuli. Also knownasstimulus response
theory.
Cognitive Theories:
A theory of learning
based on mentalinformation
processing, often in
response to problem
solving.
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ConsumerLearning
Aprocessby whichindividuals acquire the
purchase and
consumptionknowledge
and experience
that they apply to
future related behavior.
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Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
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Reinforcement
A positive or
negative outcomethat influences the
likelihood that a
specific behaviorwill be repeated in
the future in
response to a
particular cue or
stimulus.
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Figure 7.1 Product Usage Leads to
Reinforcement
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Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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ClassicalConditioning
A behavioral learningtheory according to
which a stimulus is
paired with another
stimulus that elicits a
known response that
serves to produce the
same response whenused alone.
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Instrumental
(Operant)
Conditioning
A behavioral theory of
learning based on atrial-and-error process,
with habits forced as
the result of positiveexperiences
(reinforcement)
resulting from certain
responses or
behaviors.
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Figure 7.2A Pavlovian Model of
Classical Conditioning
Unconditioned Stimulus
Meat paste
Conditioned Stimulus
Bell
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
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Figure 7.2B Analogous Model of
Classical Conditioning
Unconditioned Stimulus
Dinner aroma
Conditioned Stimulus
6 oclock news
Unconditioned Response
Salivation
Conditioned Stimulus
6 oclock news
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
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Cognitive Associative Learning
Classical conditioning is viewed as the
learning of associations among events that
allows the organism to anticipate andrepresent its environment.
From this viewpoint, classical conditioning
is not reflexive action, but rather theacquisition of new knowledge
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Neo-Pavlovian Conditioning
Forward Conditioning (CS Precedes US)
Repeated Pairings of CS and US
A CS and US that Logically Belong to EachOther
A CS that is Novel and Unfamiliar
A US that is Biologically or SymbolicallySalient
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Strategic Applications of Classical
Conditioning
Repetition
Stimulus Generalization Stimulus Discrimination
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Repetition
Repetition
increases strength
of associations and
slows forgetting but
over time may
result in advertising
wearout. Cosmetic variations
reduce satiation.
Figure 7.3 Cosmetic
Variations in Ads
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Figure 7.4
Substantive
Variations
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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.
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StimulusGeneralization
The inability to
perceive differencesbetween slightly
dissimilar stimuli.
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Stimulus Generalization and
Marketing
Product Line, Form and CategoryExtensions
Family Branding
Licensing
Generalizing Usage Situations
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Figure 7.5
Product LineExtension
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Figure 7.6 Product Form
Extensions
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Figure 7.7
ProductCategory
Extensions
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Figure 7-8
Shoe
ManufacturerLicenses
Its Name
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Stimulus
Discrimination
The ability to select
a specific stimulus
from among similar
stimuli because of
perceived
differences.
Positioning
Differentiation
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Figure 7.9
StimulusDiscrimination
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Instrumental Conditioning
Consumers learn by means of trial and error
process in which some purchase behaviors
result in more favorable outcomes (rewards)than other purchase behaviors.
A favorable experience is instrumental in
teaching the individual to repeat a specificbehavior.
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Instrumental Conditioning and
Marketing
Customer Satisfaction (Reinforcement)
Reinforcement SchedulesShaping
Massed versus Distributed Learning
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Reinforcement
Positive
Reinforcement:
Positive outcomes that
strengthen thelikelihood of a specific
response
Example: Ad showing
beautiful hair as a
reinforcement to buy
shampoo
Negative
Reinforcement:
Unpleasant or negative
outcomes that serve toencourage a specific
behavior
Example: Ad showing
wrinkled skin as
reinforcement to buy
skin cream
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Other Concepts in Reinforcement
Punishment
Choose reinforcement rather than punishment
Extinction
Combat with consumer satisfaction
Forgetting
Combat with repetition
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Figure 7.11
ConsumersLearn by
Modeling
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Cognitive
LearningTheory
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,which enables
individuals to gain
some control overtheir environment.
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InformationProcessing
A cognitive theory of
human learningpatterned after
computer information
processing thatfocuses on how
information is stored
in human memory
and how it is
retrieved.
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Figure 7.13 Information Processing and
Memory Stores
Sensory
Store
Working
Memory
(Short-term
Store)
Long-
termStore
Sensory
Input Rehearsal Encoding Retrieval
Forgotten;
lost
Forgotten;
lost
Forgotten;
unavailable
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Retention
Information is stored inlong-term memory
Episodically: by the orderin which it is acquired
Semantically: accordingto significant concepts
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InvolvementTheory
A theory of consumer
learning which
postulates that
consumers engage in a
range of information
processing activityfrom extensive to
limited problem
solving, depending onthe relevance of the
purchase.
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Figure 7.14
Split Brain
Theory
Right/ Left Brain
Hemispheres
specialize in certainfunctions
Figure 7.14
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Figure 7.15Encouraging
Right and
Left Brain
Processing
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Issues in Involvement Theory
Involvement Theory and Media Strategy
Involvement Theory and Consumer
Relevance Central and Peripheral Routes to Persuasion
Measures of Involvement
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Central and
PeripheralRoutes to
Persuasion
A theory that proposesthat
highly involved consumersare best reached through ads
that focus on the specific
attributes of the product (the
central route) whileuninvolved consumers can
be attracted through
peripheral advertising cues
such as the model or the
setting (the peripheral route).
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Elaboration
LikelihoodModel
(ELM)
A theory that suggeststhat a persons level of
involvement during
message processing isa critical factor in
determining which
route to persuasion is
likely to be effective.
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Figure 7.16
Peripheral
Route to
Persuasion
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Figure 7.17 Unexpected Headline
Metaphor Increases Impact
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The Elaboration Likelihood Model
Involvement
CentralRoute
PeripheralRoute
PeripheralCues
Influence
Attitudes
MessageArguments
Influence
Attitudes
HIGH LOW
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Measures of Consumer Learning
Recognition and Recall Measures
Aided and Unaided Recall
Cognitive Responses to Advertising Copytesting Measures
Attitudinal and Behavioral Measures of
Brand Loyalty
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Figure 7.18
Starch
Readership
Scores MeasureLearning
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Phases of Brand Loyalty
Cognitive
Affective
Conative
Action
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