Consumer Learning 1 Flashcards
Learning
Applying one’s past knowledge and experience to present circumstances and behavior
Consumer Learning
Acquire knowledge from experience, observation, interactions
- Involve reflexive responses to marketing stimuli (Promotional Messages)
Intentional Learning:
- Acquired from search for information
Incidental Learning:
- Acquired by accident or without much effort
Elements of Learning
Motivation:
- Drives unfilled needs which spurs learning
Cues:
- Stimuli that is consistent with consumer expectations to drive motivation
- Advertisements or store displays
Response:
- Individual’s reaction to a drive or cue
- Product purchase
Reinforcement:
- Reward that the consumer receives after buying and using a product
- Pleasure
Behavioral Learning (Stimulus-Response Learning)
Inputs and outcomes of learning
- Stimuli that consumers select from the environment and observable behaviors
There are three forms of behavioral learning:
- Classical Conditioning
- Instrumental Conditioning
- Observational Learning
Classical Conditioning
Automatic response that builds up through repeated exposure and reinforcement
Unconditioned Stimulus:
- Occurs naturally in response to given circumstances
Conditioned Stimulus:
- Becomes associated with a particular event or feeling as a result of repetition
Conditioned Response:
- Response to the conditioned stimulus
The learning of associations among events that enable consumers to expect and anticipate events
Repetition:
- Helps form associations between brands and fulfillment of needs
- Repetitive Advertising
Advertising Wear-Out:
- The point at which an individual becomes satiated with numerous exposure resulting in attention and retention decline
Three Hit Theory
Three exposures to an advertisement are needed:
- Make consumers aware of the product
- Show consumers the relevance of the product
- Remind them of its benefits
Stimulus Generalization
Responding the same way to slightly different stimuli
Product Line Extensions:
- Additions of related items to an established brand
Product Form Extension:
- Involves offering the same product in a different form but under the same brand
Family Branding:
- Consists of marketing different products under the same brand name
Licensing:
- Contractually allowing a well-known brand name to be affixed to the products of another manufacturer
- Provide instant recognition and implied quality for the licensed products
Stimulus Discrimination
Opposite of Stimulus Generalization
The core objective of positioning is to “teach” consumers to discriminate among similar products
- And form a unique image of the brand in their minds
- The selection of a specific stimulus from among similar stimuli
Instrumental (Operant Conditioning)
Learning occurs through a trial-and-error process
- Requires a link between a stimulus and a response
Habits:
- Formed as a result of rewards received for certain responses or behaviors
- Stimulus: buying good looking jeans
- Response: trying out different brands until its a perfect fit
Types of Reinforcement
Positive Reinforcement:
Rewards a particular behavior
- Referral rewards, frequent flyer programs
Strengthens the likelihood of a given response during a similar circumstance (Incentivized Advertising)
Negative Reinforcement:
Removal of an unpleasant stimulus
- Used in unsought products/services
Strengthens the likelihood of a given response during a similar circumstance (Urgency and Scarcity)
Punishment:
Designed to discourage behavior (Late Payment Fees)
Extinction:
When a learned response is no longer reinforced
- Link between the stimulus and the expected reward breaks down (Discontinued Rewards)
Forgetting:
Behavior is unlearned with the passage of time
- The point at which the link between the stimulus and the expected reward ceases to exist
Reinforcements Schedules
Continuous Reinforcement:
- reward is provided after each transaction
- candy machine
Fixed Ratio Reinforcement:
- reward is provided every x time the product is purchased
- punch cards
Variable Ratio Reinforcement:
- reward is given randomly
- gambling casinos
Shaping
Reinforcement performed before the desired consumer behavior takes place which increases the likelihood that the desired behavior will occur
Retailers often provide forms of preliminary reinforcement to encourage consumers to visit
- Extremely discounted prices (Loss Leader Strategy)
- Gift for test driving a new car
Mass vs Distributed Learning
When creating an advertising campaign
Goal: Immediate Impact (New Product Launch)
- Mass Schedule can hasten consumer learning
Goal: Long-Term Business (Regular Purchases)
- Distributed Schedule is preferable
