Download VTU (Visvesvaraya Technological University) MBA 3rd Semester (Third Semester) 16MBAMM301-Consumer Behaviour CB Chapter 4 Important Lecture Notes (MBA Study Material Notes)
Consumer Behaviour:
Part 2
Module 4
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
Assignment
? Communication strategy
? Target audience
? Media strategy
? Message strategies
FirstRanker.com - FirstRanker's Choice
Individual influences on
Consumer Behaviour:
Part 2
Module 4
Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behavior.
? https:// www.youtube.com/watch?v=TspgZOjnboE
6-4
Learning Processes
? Intentional
? learning acquired as a result of a careful search for
information
n Incidental
-- learning acquired by accident or
without much effort
6-5
Importance of Learning
? Marketers must teach consumers:
? where to buy
? how to use
? how to maintain
? how to dispose of products
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 6
Elements of Learning Theories
6 - 7
Copyright ? 2006 Pearson Education
Canada Inc.
6-8
Behavioural Learning Theories
? Classical Conditioning
? Instrumental Conditioning
? Modeling or Observational Learning
Copyright ? 2006 Pearson Education
Canada Inc.
6 - 9
Classical Conditioning
6 - 10 6 - 11
Elaboration Likelihood Model
ELM
Two Routes
1.Central Route
? Message elaboration; the path of cognitive processing that
involves scrutiny of message content
? Message Elaboration
The extent to which a person carefully thinks about ISSUE-
RELEVANT arguments contained in a influential argument
Two Routes
1. Peripheral Route
? Mental shortcut process that accepts or rejects a message
based on irrelevant cues as opposed to actively thinking
about the issue
? ?click, whirr? - programmed response; autopilot
?Click, whirr? Cues
1. Reciprocation (exchange)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Attitudes
? Expressions of inner feelings that reflect whether a person
is favorably or unfavorably predisposed to some object;
? In marketing, ?object? can be a brand, a brand name, a
service, a service provider, a retail store, a company, an
advertisement, in essence, any marketing stimuli.
? Opinions
What is an attitude?
Attitudes
Nature
?Attitudes Are Acquired, We Are Not Born With Them
? Attitudes Can Be Positive Or Negative
? Attitudes May Be Complex And Contradictory ? Attitudes Are Functional For An Individual's Lifestyle
? Attitudes Have Different Intensities
? Attitudes Have Centrality, How Well They Fit Our Central
Values,
? Attitudes Are Personally Unique To Each Individual
? Attitudes Can Be Modified And Influenced By PERSUASION
? Attitudes Are Assumed To Be Linked To BEHAVIOUR (E.G
Purchasing)
Why, From a Marketer?s point of view, is it important
to know about Attitudes?
? If a consumer is favorably disposed towards your
product or service then you want to keep them
so disposed
? If they are unfavorably disposed then you want
to change their attitude.
Models of Attitude
The ABCs of attitudes:
? The Affective Component (based on feelings or overall evaluation)
? I feel good about myself when I drive a BMW
? The Behavioral Component (likely action toward object; e.g. from a
consumer behavior point of view, the consumer?s intention to buy a
product) ? I will buy a BMW next time
? The Cognitive Component (based on beliefs; what you think about
a marketing stimulus) ? I think BMWs are quality cars
The Tri-component Model of Attitudes
Implications of Attitude Research for
Marketing Strategy
? Product positioning and repositioning
? Shows which attribute has a competitive advantage and which
a disadvantage
? Advertising-focus on certain attributes/benefits
? Marketing research
? Segmentation
? Distribution: select outlets for which consumers have
favorable attitudes
Strategic Implications of the
Multiattribute Model
Capitalize on
Relative Advantage
Strengthen Perceived
Product / Attribute
Linkages
Influence Competitors?
Ratings
Add a New Attribute
Assignment
? Communication strategy
? Target audience
? Media strategy
? Message strategies
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020