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Consumer Learning
Learning Objectives
1. 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.
Learning
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
Increases the likelihood that a response will occur in the future as a result of a cue
Cognitive Learning Learning based on mental information processing Often in response to problem solving
Behavioral Learning
Classical Conditioning Instrumental (Operant) Conditioning
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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 10
Figure 7-2b
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
Why Did Gillette Use Two Different Ads to Advertise the Same Product?
Repetition of the Message with Varied Ads Results in More Information Processing by the Consumer
Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?
Stimulus Generalization
What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?
What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?
Reinforcement of Behavior
Reinforcement of Behavior
Extinction A learned response is no longer reinforced The link is eliminated between stimulus and reward Forgetting The reinforcement is forgotten
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?
Awareness Knowledge
Awareness Knowledge
Interest Evaluation Evaluation Persuasion Purchase Trial Decision Postpurchase Adoption Confirmation Evaluation
Involvement
Degree of personal relevance that the product or purchase holds for that customer. High involvement purchases are very important to the consumer Low-involvement hold little relevance, have little perceived risk, and have limited information processing
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 37
Left Brain
Rational Active Realistic
Right Brain
Emotional Metaphoric Impulsive Intuitive
Chapter Seven Slide 41
What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel?
How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?
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