Consumer Behavior
- Jomy Lawrence
Consumer
Learning
Learning through Ads
Source: Avocados From Mexico, Mexican Hass Avocado Importers Association
Learning
• Intentional v s . incidental learning
er us
• Four elements:
– Motives
– Cues
– Responses
– Reinforcement
Compare the two
introductions of Febreze.
Classical Conditioning
Applications of Classical Conditioning
Associative learning: learning of association among events
Need for repetition
Advertising wear-out
Three-hit theory
Stimulus generalization
Stimulus discrimination
Stimulus Generalization
• Product line extensions
• Product form extensions
• Family branding
• Licensing
Source: Procter & Gamble Co.
Top Licensing Companies
Stimulus Discrimination
Brand differentiation
Market leaders want consumers to distinguish between
products and imitators
Relevant, meaningful, valuable differentiation
Instrumental Conditioning
Incentivized Advertising
Provides consumers with rewards for watching ads
Consumers may try to avoid ads
Reinforcement Schedules (1 of 2)
Continuous
Fixed ratio
Variable ratio
Extinction and Forgetting
Defined
Extinction occurs when a learned response is no longer
reinforced and the link between the stimulus and the
expected reward is eliminated.
Forgetting is the point at which the link between the
stimulus and the expected reward ceases to exist.
Customer Satisfaction and Retention
Satisfaction and repeat patronage
Frequent shopper programs
Shaping
Mass Vs. Distributed Learning
er us
Should a learning schedule be spread out over a period
of time?
Should a learning schedule be “bunched up” all at once?
Observational Learning
Defined
Also known as modeling, observational learning occurs
when people observe and later imitate observed behaviors
Sensory Store
Defined
A location in the brain where the sensory input lasts for just
a second or two. If it is not processed immediately, it is lost.
Cognitive Learning
Information Processing
Storing information
Sensory store
Short-term storage
Long-term storage
Rehearsal
Encoding
Information overload
Retention
Chunking
Retrieval
Information Overload
Defined
A situation that occurs when consumers receive too much
information and find it difficult to encode and store it
Retaining Information
Brand imprinting
Sound symbolism
Linguistic characteristics
Chunking Aids Retrieval
Source: Swedish Tourist Association
Environmental Triggers
Defined
Cues in the environment that remind a person of something,
and then she or he talks about it
Learning Objective 5.6
5.6 To understand cognitive learning as a form of consumer decision-
making.
[Link]
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Cognitive Learning
Defined
The premise that learning occurs in the form of sequential,
mental processing of information when people face
problems they wish to resolve.
Discussion Question
How would the ad influence
the behavior of an individual
who was engaged in a
cognitive learning process?
Cognitive Learning: Crest Pro-Health
Representations of Cognitive Learning (1 of 2)
Aida
Generic States of Cognitive Definition—Developed to
Learning explain how marketing and
selling messages engage
– Knowledge consumers
– Evaluation Attention
– Behavior Interest and Desire
Action
Representations of Cognitive Learning (2 of 2)
Simple Consumer Journey
Consumer Decision-Making
Definition—The nonlinear circular
consumer journal includes a post- Definition—The stages consumers pass
purchase stage in which a consumer through when making logical decisions
enters into a relationship with a brand Need Recognition
that often plays out on social media
Search and Evaluation
Consider
Evaluate Purchase and Post-Purchase
Buy and Post-Purchase Evaluation
Experience— Enjoy, Advocate,
and Bond
Hemispheric Lateralization
[Link]
AXZ-uCw
Source: Mercedes-Benz USA, LLC
Passive Learning
Defined
A form of learning in which consumers receive information
from repeated exposures which is fully processed after a
product is purchased
Outcomes of Consumer Learning
• Aided recall (recognition)
• Unaided recall (recall)
Brand Equity
Defined
The intrinsic value of a brand name. This value stems from the
foundations of brand loyalty: the consumer’s perception of the
brand’s superiority, the social esteem that using it provides, and
the customer’s trust and identification with the brand.