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Learning & Involvement

SY 13-14 / week 3

Review:
Exposure physical contact or encounter with a marketing stimulus (advertisement) Attention mental activity consumers devote to a marketing stimulus Perception when a marketing stimulus is

registered by our senses

Comprehension extracting higher-order meaning from what we have perceived in the context of what we already know

Interplay between consumers experience, learning and knowledge

Learning (consumer learning)


a relatively permanent change in behavior from what we have experienced application of acquired purchase or consumption knowledge and experience to future related behavior is adaptive and determined by value systems, desires, needs and what the consumers already know

Learning is a process continually evolves and changes due to newly acquired knowledge

We learn by experience Direct Indirect - incidental learning (casual or unintentional acquisition of knowledge)

Marketers interest on how consumers learn to teach them how to prefer their products and/or services to teach them their brand is the best, so they develop brand loyalty

Learning theories Cognitive function of mental processes Behavioral learning takes place as a result of responses to external events (observable response to stimuli)

Behavioral learning

Classical
Repetiton Stimulus generalization Stimulus discrimination

Instrumental
Use

of + or reinforcement Forgetting or extinction Massed or distrubuted

Cognitive learning

involves problem solving how information are processed by the human mind use of memory

Memory stages

Input (stored)
Storage (retained) Output (retrieved)

Storage units of memory short term (lasts only seconds) long - term (extended period of time)

Almost all consumer decisions include a memory component!

Marketers concern ...

How to influence memory!


top of mind recall info overload

Simple measure of impact

Recognition samples are shown Recall consumers are asked (from memory)

For learning to occur, certain elements must be present: motivation cues response reinforcement

Motivation
The driving force that moves us to action
Inner drive that reflects goal-oriented excitement

All behavior is goal-oriented!

Goal
The sought-after results of motivated behavior the desired end state

Two types of goal


Generic general classes/categories that may fulfill a certain need Product specific specifically branded products to fulfill needs

Motivation and goal are interlinked

Motivation/motives or needs
Motives or needs and goals are interdependent neither exists without

the other

Needs
Any human requirement

Consumer needs
The basis of all modern marketing

Need categories
Innate or primary needs
Physiological / basic to sustain life

Acquired or secondary
Psychological / developed after birth (esteem, love, acceptance ...)

Needs (consumer needs)


Most people tend to experience the same kind of needs and motives but express their motives in different ways We may experience the same basic needs but different priority ranking Different individuals have different need priorities

For any given need, there are many different and appropriate goals The goals we select depend on our:
personal experiences

physical capacity prevailing cultural norms and values goals accessibility in the physical and social environment

Understanding the goals consumers are pursuing can provide important insights on the many aspects of their behavior.

As goals are met and needs are satisfied, new and higher order needs and goals emerge

Failure to achieve goals result to frustration. Customers react in 2 ways:


cope by finding a way around the obstacle or by finding a substitute goal adopt a defence mechanism to protect self-esteem

Theories of needs according to: Abraham Maslow Sigmund Freud Carl Jung Henry Murray

Some thoughts

May not hold true for everybody Depends on ones culture or social environment
What is important is that it reminds us that consumers have different need priorities in different consumption situations and at different stages in their lives

5 Consumer Needs in Cultural Perspective

Achievement motive Power Uniqueness / Novelty Affiliation Self-esteem

Needs related to shopping Deal proneness Shopping as self-sacrifice

Consumer Involvement relationship (attachment) with the products/services perceived relevance of the object based on their inherent needs, values and interests

product involvement often depends on the situation we are in factors can be something about the person, about the object, or about the situation

the many faces of involvement


product message-response purchase situation

enduring involvement

long-term interest in a product

Marketing implications of different levels of involvement HI purchase & consumption


increased attention & more importance attached to the object

LI purchase & consumption

consumers couldnt care less

Sample Marketing strategies


LI products with HI issues

LI food products with HI health issues

LI consumers by extensive distribution networks or clever in-store display

Consumer Values values beliefs that some conditions are preferable to the opposite
consumer values:
materialism importance we attach to worldly possessions conscientious consumerism consumers focus on personal health is merging w/ a growing interest in global health

Consumer Values Regional values in the Philippines


Luzon Visayas Mindanao

References: o Consumer Behavior in the 21


Pieters (2013)
st

Century by Hoyer, MacInnis &

o Consumers Behavior Buying, Having and Being by Solomon (2011) o Consumer Behavior and Marketing Strategy by Peter and Olson (2007) o Consumer Behavior by Schiffman, Bednall, OCass, Paladino and Kanuk (2005) o Consumers by Arnould, Price and Zinkhan (2002)

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