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Consumer Behaviour Chapter 6 Learning and Involvement
Karten in diesem Stapel (13)
- 1LearningLearning is a process which continuously evolves and changes as a result of information acquired from experiences, applied to future behaviour
- 2Elements of LearningMotivation
Cues (stimuli that direct to the motivation)
Response to cues, depending on past experiences and level of involvement
Reinforcement (eg, satisfied = purchase again) - 3Classical ConditioningIvan Pavlov assumes individuals can be taught behaviour by repetitions
Conditioning is an automatic response to a situation or stimuli built up through repeated exposure - 4Marketing Applications of Classical Conditioning: RepetitionIncreases strength of association between a conditioned stimuli (bell) and unconditioned stimuli (meat) and slows forgetting, however over leaning or too many repetitions will lose attention and retention.
Therefore, marketers should use cosmetic variations (using different background, models, prints while keeping the same theme) or substantive variations (use different ads for the same brand) - 5Marketing Applications of Classical Conditioning: Stimulus GeneralizationBesides depending on repetition, learning is also based on the ability to generalize (responding the same way to slightly different stimulus)
- Brand extension: adding related products to an already established brand
- Family branding: practice of marketing the whole line of products under the same brand name. eg, P&G
- Licensing: using names of celebrities, designers, cartoons, attached to products for a fee - 6Marketing Applications of Classical Conditioning: Stimulus DiscriminationConsumer's ability to discriminate between stimuli is the basis of positioning strategy which seeks to establish a unique image in consumers' mind
- 7Instrumental LearningLearning takes place through trials and errors, with habits formed as a results of rewards or reinforcement received for certain responses or behaviours.
It views behaviour as environmental manipulation than cognitive process - 8Mass or Distributed LearningMassed: learning 'bunched up' all at once. Used when introducing new products to hasten learning immediately
Distributed: Learning is spread over a period of time. Used when goal is long-lasting repeat purchase on regular basis - 9Involvement TheoryTendency of individuals to make personal connections between their own life and the stimulus object
Area of advertising and consumer behaviour incorporated concepts from a research called Hemispheral Lateralisation or split-brain theory
Left hemisphere is responsible for cognitive activities like reading and information processing, and is rational
Right hemisphere is responsible for non-verbal, pictorial information, emotions, visual and creativity - 10Theories of Concepts of Extensive and Limited Problem Solving for High- and Low-involvement Consumers- Central and Peripheral Routes to Persuasion Theory
- Social Judgement Theory
- Informational versus Transformational Theory - 11Central and Peripheral Routes to Persuasion TheoryElaboration Likelihood Model (ELM) suggests that a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.
Highly involved consumers who are purchasing high risk, high relevance, high importance products will use central route to persuasion to evaluate the pros and cons of attributes
Lowly involved consumers who are purchasing low risk, low relevance, low importance products will use peripheral route to persuasion through music, colours and celebrities to make effortless decisions - 12Social Judgement TheoryOur processing of information about an issue is determined by our involvement with the issue.
Highly involved consumer accept few alternatives and reject many and will interpret a message that is relevant to them as positive and message that is irrelevant as negative
Uninvolved consumers accept many opinions or take no position at all. They will consider more brands and are less loyal - 13Informational versus Transformational TheoryInformational Motivation is seen essentially as negative motivation such as problem removal, problem avoidance
Transformational Motivation is seen essentially as positive motivation and involves social approval, sensory gratification, and intellectual stimulation
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- Karteikarten am Consumer Behaviour Chapter 6 Learning and Involvement, erstellt von IngIng Hon am 30/11/2014.
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- IngIng Hon
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