Karteikarten
Consumer Learning and Attitudes
Karten in diesem Stapel (45)
- 1what is learning?a change in behaviour that is caused by experience. can occur through simple associateions between a stimulus and a response or via a complex series of cognitive activities (Solomon 2013)
- 2what is learning from a marketing point of view?the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future trlated behaviour (Zaichowsky 1985)
- 3how do consumers learn?-incidental learning (knowledge acquired by accident or w/o much effort, e.g. ads)
-intentional learning (knowledge acquired as a result of a careful search for information) - 4what are the 2 major learning theories?-behavioural learning (based on observable behaviours (reponses) that occur as the result of exposure to stimuli
-cognitive learning (based on mental information processing, often in response to problem solving) - 5what are the 2 types of behavioural learning theory?-classical conditioning
-operant conditioning - 6what is classical conditioning?occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own, but over time, the second stimulus causes a similar response because it is associated with the first stimulus
- 7how is classical conditioning used by marketers?-e.g. john lewis created association between christmas and their brand by
before conditioning-christmas=fun exciting, happy: JL=neutral
during conditioning-christmas+JL=fun, exciting, happy
after conditioning-JL=fun, exciting, happy - 8what is operant conditioning?occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yeild negative outcomes
- 9how is operant conditioning used by marketers?-e.g. shopkeeper with new shop gives prizes to customers jusr for coming in, in hope that they will continue to come in and eventually buy something
-thank-you letter after a purchase
-frequency marketing (reinforces regular purchases by giving prize with values that increase along with amount purchased) - 10why is understanding learning theories important to marketers?because basic learning principles are at the heart of many consumer purchases
- 11for learning to occur, what 4 elements must be present?-MOTIVATION to learn (more motivated if info is relevant to their needs/goals)
-CUES (direct consumer drives when they are consistent with consumr expectations)
-RESPONSE (how consumers react/behave to drive a cue)
-REINFORCEMENT - 12how do consumers use cues?-as shortcuts in the evaluation process
-cues relate to product/co. image and lead to enhanced perception
-a cue must be linked with a learned response (e.g. carona, relaxation) - 132 types of reinforcementpositive reinforcement (events that strengthen liklihood of specific response e.g. herbal essence ad)
negative reinforcement (unpleasant outcomes that serve to encourage specific behaviour e.g. stop smoking ads) - 14why is reinforcement important in learning?-link between cue and response needs to be reinforced. reinforcement increases the liklihood a response will occur in future as result of a cue
-learning occurs by reminding/rewarwing - 15when do marketers need to re-think learning theories?when the effects are no longer satisfying for a consumer who may then switch brands or stop purchasing product/experience
- 16how do classical and operant conditioning differ-responses in classical are involuntary and simple, whereas those in operant are deliberate to achieve a goal, more complex
-classical pairing 2 stimuli, operant occurs as result of reward - 17people can respond the same way to slightly different stimuli (e.g. iPhone, iPod, Apple watch), what is this called?stimulus generalisation
- 18what is stimulus generalisation?when consumers associate a particular stimulus (ie packaging) with one brand, then a competitor wishes to capitalise on this positive association (e.g. by using similar packaging)
- 19how do brands take advantage of stimulus generalisation?-FAMILY BRANDING (e.g. Heinz relies on positive image to sell variety of products)
-PRODUCT LINE EXTENSIONS (related products are added to an established brand e.g. fruit seller making fruit juice)
-LICENSING (well known names are 'rented' by others, e.g. diney lending name to McDonalds)
-LOOK ALIKE PACKAGING - 20how does classical conditioning help brand equity?creating the right associations between a brand and feelings/thoughts/words means that the brand has positive brand equity - strong positive association in mind of consumer
- 21marketers try to distinguish their products from those of competitors so consumers learn to differentiate their brand from others, what is this process called?stimulus discrimination (used by market leaders) c.f. stimulus generalisation (used by market followers)
- 22what is observational learning?occurs when people watch the actions of others and note the reinforcements they receive (process of imitating behaviour of others - modelling)
- 23what 4 conditions must be met in order for observational learning to occur?1. attention must be focused on model who is desirable to emulate
2. consumer must remember what is said/done by model
3. consumer must convert this info into practice
4. consumer must be motivated to perform these actions - 24what is cognitive learning?-emphasises individual as problem solver rather than a "black box" (like in behavioural learning)
-occurs as a result of mental processes. sees people as problem-solvers who actively use info from world around them to master their environment - 25how does memory relate to learning?over time, consumers store information in their memory and retrieve it at a later stage when making a purchase decision
- 263 types of memory-sensory memory
-short-term memory
-long term memory - 27what is sensory memory?permits storage of info we receive from our senses, temporary, lasts a couple of seconds, allows person to determine if they should investigate further
- 28how is short term memory used by marketersit is used in branding when marketers 'chunk' smaller pieces of information about the brand into the brand name
- 29how do marketers instill brands into our long-term memory?by devising catchy slogans or jingles that consumers repeat on their own
- 30how do consumers forget products/brands?-decay (original information is not maintained)
-interference (new information is not stored in memory)
-new knowledge overrides existing information - 31how are pictures/symbols used to aid memory?accompanying a pic or symbol with text has been demonstrated to be more likely to be encoded and stored than a picture (e.g. chocolate nuffins - with pic of choc muffin)
- 32what 2 main factors influence retrieval of information?-physiological (e.g. older people inferior recall ability for current items but good recall for past)
-situational (environment in which message is delivered) - 33how are learning principles applied in marketing practice?-many marketing strategies focus on the associations between marketing stimuli and consumer responses
-e.g. behavioural learning: create distinctive brand image to link product and underlying needs
-repeating ad's (memory)
pairing products with positive stimulus (cognitive learning) - 34why is attitude important for marketing?because beliefs held by a consumer influence their perception of a product or organisation, and if some of the beliefs are wrong, marketers will want to change them. attitudes are hard to change, it is easier if you fit your products and marketing with existing attitudes
- 35what is an example where marketing has attempted to change people's attitudes?-uk gov's '5 a day' campaign
- 36how do marketers deal with negative, neautral and positive attitudes?-negative: change consumer attitude
-neutra;: raise customer awareness
-positive: constantly reinforce customer attitude - 37what are attitudes?-learned predispositions to behave in a consistently favourable or unfavourable manner with respect to a given object
- 38what are the 3 things that make up attitudes?1.beliefs (form by accumulating knowledge)
2.affect (evaluates beliefs and forms a feeling about the product)
3.behavioural intentions (consumer engages in relevant behaviour consistent with their feelings toward the brand) - 39what are the 3 components of attitudes? (the ABC model)-affect: how a consumer feels about an attitude object
-behaviour: the consumer's intention to do something with regard to an attitude object
-cognition: the beliefs a consumer has about an attitude object
*this model emphasises the interrelatinships between knowing, feeling and doing - 40what is the impact of affect, beliefs and cognition on attitude?beliefs-affect-attitude(attitude based on cognitive info processing)
beliefs-behaviour-affect(attitude based on behavioural learning processes)
affect-behaviour-beliefs(attitude based on hedonic consumption) - 41how do consumers form favourable attitudes toward brands?-socialisation(acquire skills, knowledge)
-satisfaction with other products by co. (positive reinforcement results in favourable brand attitude ie classical conditioning and stimulus generalisation) - 42why is attitude not a good predictor of behaviour?-people are not rational, just because a consumer has favourable attitudes, might not need product, might be cheaper alternative ect
-dont have ability/resources to behave in certain way
-social influence - 43how can marketers change consumer attitudes/behaviours?using the elaboration liklihood model: once a consumer receives a message, they begin to process it and depending on personal relevance of this info (high involvement/low involvement) one of two routes will be followed
- 44if the info in a message is relevant to consumer what is the process for changing consumer behaviour?1. consumer will hear message, think about arguments presented and generate cognitive responses to them (agree/disagree
2. belief and attitude change
3. behaviour change - 45if the consumer is not motivated to think deeply about the arguments presented, what is the process for changing their attitude?1. consumer will use cues such as packaging,attractiveness,source(peripheral cues, surround actual message) in deciding the suitability of the message
2. behaviour change
3. attitude change
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- Masters Degree Marketing (Consumer Behaviour) Karteikarten am Consumer Learning and Attitudes, erstellt von Madeline Briscoe am 02/01/2016.
- Erstellt von
- Madeline Briscoe
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