1、,Chapter 6 Consumer Learning,Chapter Outline,Behavioral Learning Theories Cognitive Learning Theory Memory,Consumer Learning,The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior,Learning Theories,Behavioral Theories
2、 Based on observable behaviors (responses) that occur as the result of exposure to stimuli Focus on “change in behavior”,Cognitive Theories Learning based on mental information processing Focus on “change in knowledge”,Behavioral Learning Theories,Classical Conditioning Instrumental Conditioning Mod
3、eling or Observational Learning,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.,Models of Classical Conditioning Figure 7-2a,Figure 7-2b,Strategic
4、 Applications of Classical Conditioning,Repetition Stimulus generalization Stimulus discrimination,Increases the association between the conditioned and unconditioned stimulus Advertising wearout is a problem,Basic Concepts,Strategic Applications of Classical Conditioning,Repetition Stimulus general
5、ization Stimulus discrimination,Having the same response to slightly different stimuli Helps “me-too” products to succeed Useful in product extensions,Basic Concepts,An Example of Stimulus Generalization,Strategic Applications of Classical Conditioning,Repetition Stimulus generalization Stimulus dis
6、crimination,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,Instrumental (Operant) Conditioning,A behavioral theory of learning based on a trial-and-error process, with habits forced as the
7、 result of positive experiences (reinforcement) resulting from certain responses or behaviors.,A Model of Instrumental Conditioning Figure 7-10,Instrumental Conditioning and Marketing,Reinforcement of Consumption: Thank you Rebates Follow-up phone calls Reinforcement Schedules Continuous reinforceme
8、nt (CR): e.g., “free shipping with every order” Fixed ratio (FR): e.g., “buy 10 cups, get 1 cup free” Fixed interval (FI): e.g., a stores annual sales,Observational Learning,A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as mode
9、ling or vicarious learning.,The consumer observes a positive response by two teens.,Cognitive Learning Theory,Leaning occurs as a result of mental processes, including thinking, reasoning, and mental problem solving.,The Role of Memory in (Cognitive) Learning,Memory A process of acquiring and storin
10、g information such that it will be available when needed. Stages of Memory Encoding stage Information entered in a recognizable way Storage stage Knowledge integrated into what is already there and warehoused Retrieval stage The person accesses the desired information,Relationships among memory syst
11、ems,An Associative Network for Perfumes,The cycle of remembering,Long-term Memory,Short-term Memory,Retrieval,Learning,How companies can help consumers to remember,Get more attention Use reminders Use retrieval cues Repetition Encourage elaboration Encourage multiple representations in memory Use ea
12、sy-to-remember stimuli,Helping Consumers to Remember with Reminders,Energizer modified its packaging to help consumers remember,Visual Representations Can Increase Memorability of Brands,easy-to-remember stimuli,Concreteness Concrete words (such as dog or tree) can be visualize rather easily Abstract words (such as equality) are difficult to represent visually Concrete brand names will be more easily remembered than abstract brand names Suggestive brand names, e.g., DieHard automobile batteries Distinctiveness,
