Individual influence
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Consumer Behavior
Part 2
Module 4
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Consumer Learning
A process by which individuals acquire through
consumption knowledge and experience
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to future related behavior.
Learning Process
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• Intentional
• learning acquired as a result of a search for
information
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¦ Incidental
-- learning acquired by accident or without
much effort
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Importance of Learning
• Marketers must teach consumers:
• where to buy
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• how to use
• how to maintain
• how to dispose of products
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Elements of Learning
Motivation
Unfilled needs
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lead to motivation
Cues
Stimuli that direct
motives
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Response
Consumer
reaction to a drive
or cue
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Two Major Learning Theories
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Behavioral Learning
• Based on observable behaviors (responses)
that occur as the result of exposure to stimuli
Cognitive Learning
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• Learning based on mental information
processing
• Often in response to problem solving
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Behavioral Learning
It is a process of
behavior modification
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made famous by Ivan
Pavlov and his
experiments
conducted with dogs.
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Classical/Pavlovian
Conditioning
Ivan Pavlov
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It is a type of learning
in which voluntary
behavior is controlled by
its antecedents and
consequences
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Operant/Instrumental
Conditioning
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Classical Conditioning by Pavlov
A behavioral learning theory according to which
a stimulus is paired with another stimulus that
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elicits a known response that serves to produce
the same response when used alone.
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Consumer Learning | Prof. Abhipsa Mishra
Device to count
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drops of saliva
Model of Classical Conditioning
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Unconditioned Stimulus
Food and water
Conditioned Stimulus
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Bell
AFTER REPEATED PAIRINGS:
Conditioned Stimulus
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Bell
Example
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Unconditioned Stimulus
Dinner aroma
Conditioned Stimulus
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8 O'clock News
AFTER REPEATED PAIRINGS:
Conditioned Stimulus
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8 O'clock News
Strategic Applications of Classical Conditioning
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Basic Concepts
• Repetition
• Stimulus
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generalization
• Stimulus
discrimination
• Increases the association
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between conditioned
and unconditioned
stimuli
• Slows the pace of
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forgetting
• Advertising wear-out is
a problem
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Repetition of the Message with Variations
More Information Processing by Consumers
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Strategic Applications of
Classical Conditioning
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Basic Concepts
• Repetition
• Stimulus
generalization
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• Stimulus
discrimination
• Having the same response to
different stimuli
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• Helps "me-too" products to succeed
• Useful in:
• Product extensions
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• Family branding
• Licensing
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Strategic Applications of
Classical Conditioning
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Basic Concepts
• Repetition
• Stimulus
generalization
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• Stimulus
discrimination
• Select the most appropriate
stimuli for advertising
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stimuli for advertising
• Opposite of stimulus
generalization
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• This discrimination is the basis of
the battle for brand loyalty, which is
ways to differentiate their products
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Cognitive Associative Learning
¦ Also called Neo-Pavlovian theory
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¦ Learning involves not only the association of
new reflexes; it is the acquisition of new
knowledge about the world
¦ Under this theory, consumers are viewed as
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information seekers who use logical and
perceptual relations among events, along
with their own preconceptions, to form a
sophisticated representation of the world
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Instrumental (Operant) Conditioning
Burrhus Frederic Skinner
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Skinner believed that the best
way to understand behaviour is
to look at the causes of an
action and its consequences. He
called this approach operant
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conditioning
A behavioral theory of learning
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based on a trial-and-error process,
with habits formed as a result of
positive experiences
(reinforcement) resulting from
certain responses or behaviors.
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A Model of Instrumental Conditioning
Try
Brand A
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Try
Brand B
Stimulus
Situation
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(Need good-
looking jeans)
Try
Brand C
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Try
Brand D
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Repeat Behavior
Reinforcement of Behavior
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Positive
Positive outcome
Strengthen likelihood
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Positive reinforcement is a good thing that happens as a result of
behavior – Going to the gym made you feel good for the rest of the
day.
Negative outcome is a bad thing that happens as a result of
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behavior. You ate a donut every morning for a week and gained a lot
of weight over the past week. This causes you to not eat a donut the
other day and to stop eating donuts.
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Reinforcement of Behavior
Extinction
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A learned response is no longer The reinforcement is withheld
reinforced
The link is eliminated between
stimulus and reward
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Extinction and forgetting are easily confused. They are two different
words mean. If the response, is forgotten it can be retrieved by
remembering. If it is extinct, it is unlearned. The association between the
stimulus and the response is destroyed.
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Strategic Applications of Instrumental Conditioning
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• Customer Satisfaction (Reinforcement)
means that each time the customer has a
experience with the product or service there
has been positive reinforcement
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• This is the reason relationship marketing is
important.
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Strategic Applications of Instrumental Conditioning
• Reinforcement Schedules can vary
• They can be (otherwise called “Schedules of
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reinforcements”
¦ Total (or continuous) reinforcement
¦ Systemic (fixed ratio) reinforcement
¦ Random (variable ratio) reinforcement
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• Marketers will often use random rewards as a
bonus for the customer and fixed rewards such as
loyalty points or rewards.
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Strategic Applications of Instrumental Conditioning
• Shaping is a procedure in which reinforcement is
used to guide a response closer and closer to the
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response.
• Shaping occurs by having the reinforcement occur
BEFORE the behavior occurs.
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• In this situation, the consumer can be thinking
of a reward before they actually make a decision
and purchase a product.
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Strategic Applications of Instrumental Conditioning
• Massed versus distributed learning: Should the
learning and the exposure to the stimuli occur in a
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relatively short period of time or be distributed?
Media planners are often faced with this decision
when putting together an advertising campaign.
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Elaboration Likelihood Model
ELM
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Two Routes
1.Central Route
• Message elaboration; the path of cognitive processing that
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involves scrutiny of message content
• Message Elaboration
The extent to which a person carefully thinks about issue
RELEVANT arguments contained in a informative presentation
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Two Routes
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1. Peripheral Route
• Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
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• “click, whirr" - programmed response; automatic
“Click, whirr” Cues
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1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
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5. Authority
6. Scarcity
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The Elaboration Likelihood Model
Central route to persuasion
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Peripheral route to persuasion
Exposure to marketing message
High involvement with
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product, message, or
decision
Low involvement with
product, message, or
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decision
Strong attention focused on
central, product-related features
and factual information
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Limited attention focused on
peripheral, non-product features
and feelings
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Conscious thoughts about
product attributes and use outcomes;
considerable elaborative activities
Low or nonconscious information
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processing;
few or no elaborative activities
Persuasion generally alters product
beliefs, which influence brand attitude,
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which influences purchase intention
Persuasion operates through classical
conditioning; attitude toward
the ad, and nonconscious inferences lead
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to a behavioral response
Attitudes
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What is an attitude?
• Expressions of inner feelings that reflect whether someone
is favorably or unfavorably predisposed toward an object
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• In marketing, “object” can be a brand, service, individual,
service, a service provider, a retail store, advertisement, or
advertisement, in essence, any marketing stimulus
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• Opinions
Attitudes
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Nature
• Attitudes Are Acquired, We Are Not Born With Them
• Attitudes Can Be Positive Or Negative
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• Attitudes May Be Complex And Contradictory
• Attitudes Are Functional For An Individual
• Attitudes Have Different Intensities
• Attitudes Have Centrality, How Well They Are Linked To Core
Values,
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• Attitudes Are Personally Unique To Each Individual
• Attitudes Can Be Modified And Influenced
• Attitudes Are Assumed To Be Linked To Behavior (e.g.,
Purchasing)
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Why, From a Marketer's point of view, is it important
to know about Attitudes?
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• If a consumer is favorably disposed toward your
product or service then you want to keep them
so disposed
• If they are unfavorably disposed then you want
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to change their attitude.
Models of Attitude
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The Tri-component Model of Attitudes
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The ABCs of attitudes:
The Affective Component (based on feelings or emotional reactions)
- I feel good about myself when I drive a BMW
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The Behavioral Component (likely action toward the object, from a
consumer behavior point of view, the consumer's intention to buy the
product) – I will buy a BMW next time
The Cognitive Component (based on beliefs; knowledge and evaluations of
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a marketing stimulus) – I think BMWs are quality cars
Implications of Attitude Research for
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Marketing Strategy
• Product positioning and repositioning
• Shows which attribute has a competitive advantage and which has
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a disadvantage
• Advertising-focus on certain attributes/benefits
• Marketing research
• Segmentation
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• Distribution: select outlets for which consumers have the most
favorable attitudes
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Multi-Attribute Attitude Models
• What is a multi-attribute attitude
model?
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It is a mathematical representation of the
nonconscious process consumers use when
evaluating the overall cognitive composition of
an attitude toward a particular object
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• Its elements include:
1. Beliefs about an object's attributes
2. Ideal performance levels for each attribute
3. Relative importance attached to each attribute
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A 7-1 (Exhibit 7.4) An example of the multiattribute attitude
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No caffeine
e1 = +3
7UP
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A = 27
b1 = 10
b2 = 5
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All natural
ingredients
e2 = +1
3
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b3 = 8
Attitude 7up = ? be
i= 1
A = (10)(3) + (5)(1) + (8)(-1)
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A = 30 + 5-8
A = 27
Lemon-lime
flavor
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e3 = -1
Diet Pepsi
A = 6
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3
Attitude DP = ? be
i= 1
A = (7)(2) + (6)(-3) + (5)(0)
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A = 14 - 18 + 0
A = 6
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Richard D. Irwin, Inc., 1994
Strategic Implications of the
Multiattribute Model
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Capitalize on
Relative Advantage
Influence Competitors'
Ratings
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Designing Persuasive Communications
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¦ Message Presentation
- Resonance
- Message Framing
- Comparative advertising
- One-sided Versus Two-sided Message
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- Order Effects
Designing Persuasive Communications
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Message Structure
and Presentation
¦ Resonance
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¦ Message framing
¦ Comparative
advertising
¦ Order effects
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¦ Wordplay
¦ Used to create a double
meaning when combined
with a relevant picture
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Designing Persuasive Communications
Message Structure
and Presentation
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¦ Resonance
¦ Message framing
¦ Comparative
advertising
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¦ Order effects
¦ Positive
¦ Negative
¦ One-sided
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Positive Framing in Fair & Lovely
Designing Persuasive Communications
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Message Structure
and Presentation
¦ Resonance
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¦ Message framing
¦ Comparative
advertising
¦ Order effects
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¦ Marketers claim product is
superior to other named
brand
¦ Useful for new products
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Dove in a comparative ad against Pantene
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Designing Persuasive Communications
Message Structure
and Presentation
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¦ Resonance
¦ Message framing
¦ Comparative
advertising
¦ Order effects
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¦ Primacy
¦ Recency
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