Chapter 7 - outcomes and measures of consumer learning

Question 1

Some measures of consumer learning:

Answer 1

• Recognition and recall

* Attitudinal and behavioural dimensions of brand loyalty

Question 2

Expand upon recognition and recall

Answer 2

• Determine whether consumers remember seeing an advertisement and the extent to which they have seen it and can recall its content.
• Recognition tests based on aided recall – shown advert and asked if can remember salient points
• Recall tests based on unaided recall – asked if read magazine and if they remember specific adverts and salient points

Question 3

Expand upon Attitudinal and behavioral dimensions of brand loyalty

Answer 3

Measures both attitudes and behaviours towards brands
Attitudinal measures concerned with consumers overall feelings
Behavioral measures based on observable responses to promotional stimuli

Question 4

How do behaviorists and cognitive researchers differ in opinion on how brand loyalty develops?

Answer 4

Behaviourists believe that brand loyalty results from product trial that is reinforced through satisfaction, leading to repeat purchase
Cognitive researchers emphasis role of mental processing in building brand loyalty

Question 5

Brand loyalty as a function of three factors

Answer 5

the function of a group of factors:
• Personal degree of risk aversion or variety seeking
• Brands reputation and availability of substitute brands
• Social group influences and peers recommendations

Question 6

Types of loyalty

Answer 6

1. No loyalty – no purchase at all, no attachment to brand
2. Covetous loyalty – no purchase, strong attachment to brand
3. Inertia loyalty – purchase because of habit and convenience, no emotional attachment
4. Premium loyalty – high attachment and repeat purchases

Question 7

Define brand equity

Answer 7

The term brand equity refers to the value inherent in a well-known brand name. this value stems from the consumers perception of the brands superiority, the social esteem that using the brand provides, and the customers’ trust and identification with the brand.