Uncategorized

Consumer Behavior Buying, Having, and Being 13th Edition

Posted by

admin

On July 9, 2021

0 comments

Consumer Behavior: Buying, Having, and Being 13th Edition

Chapter 4

Learning and Memory

Learning Objectives (1 of 2) 4.1 It is important to understand how consumers learn about

products and services.

4.2 Conditioning results in learning.

4.3 Learned associations with brands generalize to other products.

4.4 There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

Learning Objectives (2 of 2) 4.5 We learn about products by observing others’ behavior.

4.6 Our brains process information about brands to retain them in memory.

4.7 The other products we associate with an individual product influence how we will remember it.

4.8 Products help us to retrieve memories from our past.

4.9 Marketer measure our memories about products and ads.

Learning Objective 4.1 It is important to understand how consumers learn about products and services

How Do We Learn? •  Learning •  Incidental learning

Learning Objective 4.2 Conditioning results in learning.

Theories of Learning •  Behavioral learning theories focus on stimulus-response

connections

•  Cognitive theories focus on consumers as problem solvers who learn when they observe relationships

Types of Behavioral Learning Theories Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

Classical Conditioning •  Components of Conditioning

–  Unconditioned stimulus –  Conditioned stimulus –  Conditioned response

•  Conditioning Issues –  Repetition –  Stimulus generalization –  Stimulus discrimination –  Extinction

Stimulus •  Stimulus generalization

–  Halo effect

•  Stimulus discrimination

•  Classical Conditioning Principle –  Brand equity

For Reflection (1 of 8) •  How might classical conditioning operate for a consumer

who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?

Learning Objective 4.3 Learned associations with brands generalize to other products.

Marketing Applications of Repetition •  Repetition increases learning •  More exposures = increased brand awareness

•  When exposure decreases, extinction occurs

•  However, too MUCH exposure leads to advertising wear out

–  Example: Izod crocodile on clothes

Marketing Applications of Stimulus Generalization •  Stimulus generalization: tendency for stimuli similar to a

conditioned stimulus to evoke similar, unconditioned responses.

–  Family branding –  Product line extensions –  Licensing –  Look-alike packaging

For Reflection (2 of 8) •  Some advertisers use well-known songs to promote their

products. They often pay more for the song than for original compositions. How do you react when one of your favorite songs turns up in a commercial?

•  Why do advertisers do this? How does this relate to learning theory?

Learning Objective 4.4 There is a difference between classical and instrumental conditioning and both processes help consumers to learn about products.

How Does Instrumental Conditioning Occur? •  Positive reinforcement •  Negative reinforcement

•  Punishment

Figure 4.1 Types of Reinforcement

Marketing Applications of Instrumental Conditioning Principles •  Frequency marketing

Gamification •  Endowed progress effect •  Store and brand loyalty

•  Social marketing

•  Employee performance

Cognitive Learning Theory •  Internal learning processes

For Reflection (3 of 8) •  What kind of reinforcement is being used when stores offer

loyalty programs?

•  Provide several examples and identify the reinforcement approach being used.

Learning Objective 4.5 We learn about products by observing others’ behavior.

Observational Learning •  Social default and modeling •  The consumer’s attention must be directed to the

appropriate model.

•  The consumer must remember what the model says or does.

•  The consumer must convert this information into actions. •  The consumer must be motivated to perform these actions.

How Do We Learn to Be Consumers? •  Consumer socialization •  Parent’s influence

–  Authoritarian –  Neglecting –  Indulgent

Figure 4.3 Five Stages of Consumer Development

Cognitive Development 1.  Limited 2.  Cued

3.  Strategic

•  Multiple-intelligence theory

For Reflection (4 of 8) •  How did your parents influence your development as a

consumer?

•  How much freedom were you provided in terms of your consumer choices?

Learning Objective 4.6 •  Our brains process information about brands to retain them

in memory.

Memory •  Encoding •  Storage stage

•  Retrieval

•  Episodic memories

•  Narrative

•  Activation models of memory

Memory Systems

For Reflection (5 of 8) •  What’s a memory that you just can’t seem to forget (bonus,

if you think of one related to a brand)?

•  Now that you know the types of memory and how your mind stores information, why do you think the memory stays with you?

Learning Objective 4.7 The other products we associate with an individual product influence how we will remember it.

Spreading Activation •  Brand-specific •  Ad-specific

•  Brand identification

•  Product category

•  Evaluative reactions

Levels of Knowledge •  Schema •  Script

•  Service scripts

Retrieving Memories •  Pioneering brand •  Follower brands

•  Spacing effect

Forgetting •  Decay •  Interference

•  State-dependent retrieval

•  Highlighting effect

•  Salience

•  Von Restorff effect –  Mixed and Unipolar emotions

•  Hybrid Ads

Learning Objective 4.8 •  Marketers measure our memories about products and ads.

Measuring Memory for Marketing Stimuli Recognition versus recall

•  Problems with memory measures –  Response biases –  Memory lapses

§ Omitting § Averaging § Telescoping

‒  Illusion of truth effect

For Reflection (7 of 8) •  List three of your favorite foods. •  What memories do you have associated with these foods?

•  Are the foods associated with specific family events like a gathering for St. Patrick’s Day? Explain.

Learning Objective 4.9 Products help us to retrieve memories from our past.

The Marketing Power of Nostalgia Marketers may resurrect popular characters to evoke fond memories of the past.

•  Nostalgia

•  Retro brand

For Reflection (8 of 8) •  What “retro brands” are targeted to you? Were these

brands that were once used by your parents?

•  What newer brands focus on nostalgia, even though they never existed before?

Chapter Summary •  Marketers need to know how consumers learn in order to

develop effective messages.

•  Conditioning results in learning and learned associations can generalize to other things.

•  Learning can be accomplished through classical and instrumental conditioning and through observing the behavior of others.

•  We use memory systems to store and retrieve information.

The post Consumer Behavior: Buying, Having, and Being 13th Edition appeared first on Versed Writers.

Blog

Consumer Behavior Buying, Having, and Being 13th Edition

Leave a Reply Cancel reply