Marketing Extra credit questions
viena1992
cb_chapter_4.ppt
Learning
CHAPTER
FOUR
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Example: Keurig Soup Cups
Two Major Learning Theories
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Behavioral Learning
- Sometimes referred to as stimulus-response learning
- Two forms of behavioral learning
- Classical Conditioning
- Instrumental (Operant) Conditioning
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Model of Classical Conditioning
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Model of Classical Conditioning
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Example: Apple TV (iTV)
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Example: McDonald’s Clothing
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Strategic Applications of
Classical Conditioning
- Repetition
- Stimulus generalization
- Stimulus discrimination
- Increases the association between the conditioned and unconditioned stimulus
- Slows the pace of forgetting
- Advertising wearout is a problem
Basic Concepts
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Example: Geico
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Strategic Applications of
Classical Conditioning
- Repetition
- Stimulus generalization
- Stimulus discrimination
- Having the same response to slightly different stimuli
- Helps “me-too” products to succeed
- Useful in:
- product extensions
- family branding
- licensing
Basic Concepts
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Example: M&Ms Premiums
Strategic Applications of
Classical Conditioning
- Repetition
- Stimulus generalization
- Stimulus discrimination
- Selection of a specific stimulus from similar stimuli
- Opposite of stimulus generalization
- This discrimination is the basis of positioning which looks for unique ways to fill needs
Basic Concepts
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Example: Greek Yogurt
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A Model of Instrumental (Operant) Conditioning
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Reinforcement of Behavior
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Reinforcement of Behavior
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Strategic Applications of
Instrumental Conditioning
- Customer Satisfaction (Reinforcement)
- Reinforcement Schedules
- Shaping
- Massed versus Distributed Learning
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Comprehension
The interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning
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Factors Affecting Comprehension
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Characteristics of the Message
Physical characteristics
The elements of a message that one senses directly
Intensity
Color
Font
Numbers
Spacing
Shape
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Characteristics of the Message
Simplicity–complexity
The simpler the message, the more likely a consumer develops meaningful comprehension
Relies on a consumer’s ability to process information
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Characteristics of the Message
Message congruity
Represents the extent to which a message is internally consistent and fits surrounding information
Not always true that congruent content leads to improved comprehension
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Characteristics of the Message
Figure
The focal image, or the object intended to capture a person’s attention
Ground
In a message, everything besides the figure should be less important and simply represent the ground
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Characteristics of the Message
Message source
Can influence comprehension
Source influences comprehension to varying degrees based upon:
Likeability
Attractiveness
Expertise
Trustworthiness
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Message Receiver Characteristics
Intelligence/Ability
Prior knowledge
Involvement
Familiarity/habituation
The process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus
Expectations
Beliefs of what will happen in a future situation
Physical limits
Brain dominance
The phenomena of hemispheric lateralization
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Environmental Characteristics
Information intensity
The amount of information available for a consumer to process within a given environment
Framing
A phenomenon in which the meaning of something is influenced (perceived differently) by the information environment
Prospect theory
Priming
Timing
Both the amount of time a consumer has to process a message and the point in time at which the consumer receives the message
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Memory
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Multiple Store Theory of Memory
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Implicit and Explicit Memory
- Explicit memory
- Memory for information one is exposed to, attends to, and applies effort to remember
- Implicit memory
- Represents stored information concerning stimuli one is exposed to but does not pay attention to
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Product and Brand Schemas
Schema
A type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity
Exemplar
A concept within a schema that is the single best representative of some category
Prototype
Characteristics more associated with a concept
Script
A schema representing an event
Episodic memory
To the memory for past events, or episodes, in one’s life
Social schema
Cognitive representation that gives a specific type of person meaning
Social stereotype
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Outcomes and Measures of Consumer Learning
- Recognition and Recall Measures
- Brand Loyalty
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