Flashcards
Consumers As Decision Makers: Learning & Attitudes
Cards in this deck (18)
- 1How do consumers learn?Learning refers to a relatively permanent change in behaviour which comes with experience
INCIDENTAL LEARNING:
Knowledge is acquired by accident or without much effort e.g. adverts may influence consumers when they are not aware of its influence
INTENTIONAL LEARNING:
Knowledge acquired as the result of a careful search - 2Elements of consumer learningFor learning to occur, 4 elements must be present:
MOTIVATION:
Consumers are motivated to learn if the info is relevant to their needs and goals
CUES:
Cues serve to direct consumer drives when they are consistent with consumer expectations
RESPONSE:
Response is how consumers react or behave to a drive or a cue
REINFORCEMENT:
Reinforcement increases the likelihood a response will occur in the future ads a result of a cue or stimulo - 3CUESConsumers use cues as short cuts in the evaluation process.
It is important to identify these cues as they relate to product or company image and lead to an enhanced perception - 4RESPONSEA cue must be linked with a learned response
- 5REINFORCEMENTThe link between a cue and a response needs to be reinforced
Learning occurs by reminding or rewarding consumers
Again, the reinforcement of the idea that buying Lynx will make you attractive to girls
Or linking to a positive outcome - 6General aspects...Behaviours that result in satisfying consequences tend to be repeated (we all love a good thing!)
The challenges for marketers is when the effects are no longer satisfying for a co consumer who then may switch brands of stop purchasing the experience/product
Marketers help consumers to learn about their products/brands by helping them to gain experience with them. Free samples, coupons, product demonstrations can all successfully encourage trial and reduce purchase risk - 7Learning TheoriesBEHAVIOURAL:
Based on observable behaviours (responses) that occur as the result of exposure to stimuli
COGNITIVE:
Learning based on mental information processing - 8Behavioural LearningA process of behaviour modification made famous by Ivan Pavlov and his experiments conducted with dogs.
It is a type of learning in which an individual's behaviour is modified by its antecedents and consequences (Skinner)
Behavioural learning theories assume that learning takes place as a result of responses to external events
The Stimulus-Response model suggests that observable responses to specific external stimuli signal that learning has taken place
Classical conditioning
v.
Operant conditioning - 9Behavioural Learning: Classical Conditioning (Pavlov's Theory)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, this second stimulus causes a similar response because it is associated with the first stimulus (think of dog drooling when it hears whistle because of association with food)
(e.g. Unconditioned stimulus is the aroma of dinner. The conditioned stimulus is the 8 o'clock news. Your unconditioned response = you are hungry. So... When you hear the 8 o'clock news you become hungry! That is your conditioned response!)
(e.g. 'I'm lovin' it' - increased exposure to stimulus, increased strength) - 10Classical conditioning: Stimulus Generation and DiscriminationSTIMULUS GENERATION + GENERALISATION:
Learning depends not only on repetition but also the ability of the subject to generalise. Pavlov's dogs could learn to salivate to other sounds, not just a bell. Stimulus generalisation is responding the same way to slightly different stimuli (e.g. iPhone; iPod; Apple Watch etc.)
How do companies take advantage of this?
- Family branding
- Product line extensions
- Licensing
- Look alike packaging
STIMULUS DISCRIMINATION:
The selection of one stimulus among similar stimuli.
Consumers ability to discriminate is the basis of positioning strategy which seeks to establish a UNIQUE image for a brand in the consumer's mind
Market Leaders
(encourage stimulus discrimination)
Market Challengers
(encourage stimulus generation) - 11Behavioural Learning: Operant/Instrumental ConditioningOperant conditioning occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes
Positive reinforcement:
Events that strengthen the likelihood of a specific response (e.g. Herbal Essences shampoo)
Negative reinforcement:
Unpleasant outcome that serves to encourage specific behaviour (e.g. Binge drinking ads) - 12How is operant conditioning used in marketing?Customer Satisfaction (reinforcement):
In addition to the product purchased, satisfaction can be reinforced by the service and facilities provided
Relationship Marketing:
A personalised relationship is another form of non-product reinforcement e.g. mailing lists
Reinforcement Schedules:
Occasional non-product rewards provide reinforcement
Shaping:
Reinforcement BEFORE customer behaviour takes place e.g. 'loss leaders' (very cheap) items on sale
NB: Principles of operant conditioning are at work when a consumer is rewarded or punished for a purchase decision - 13Cognitive LearningEmphasises the individual as a problem solver entity rather than just a 'black box';
Individuals as problem solvers actively use info from their surroundings to master their environment. Instead of stressing the importance of repetition or association of rewards with specific response, cognitive theorists emphasise the role of motivation and mental processes in producing a desired response
Understanding info requires relating new info presented in the environment to old info stored in the memory. New info is normally incomplete and so consumers fill in the gaps. Therefore, ads can mislead by presenting claims that are not true (e.g. claims like 'more effective' or 'recommended by experts') - 14The role of memory in learningSensory, short and long term memory.
The brain needs to encode the info in order to store it in the long term memory. The info input is encoded into a word or picture that, from that moment on, will represent the acquired info object. The knowledge of this encoding mechanism is an incomparable advantage that marketers can exploit.
Info is not stored in isolation. It is incorporated into knowledge structures, where it is associated with other related data. - 15Types of forgettingDecay:
Original info is not maintained
Interference:
New info is not stored in memory at all
New knowledge:
Overrides existing info or vice versa - 16THE ROLE OF ATTITUDES ON CONSUMER BEHAVIOURAttitudes impinge on everything we do.
Attitudes have been defined as a tendency to respond in a certain way to persons, objects or situations. Our beliefs shape our attitudes and our attitudes determine what we are willing to believe.
An attitude is a learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object. - 17Attitude ComponentsAFFECT:
How consumers feel about an attitude object
BEHAVIOUR:
The consumer's intentions to do something with regards to the attitude object
COGNITION:
The beliefs a consumer has about knowing, feeling and doing
The model emphasises the interrelationships between knowing, feeling and doing - 18Do attitudes predict behaviour?Although many models etc. are used, knowledge of a person's attitudes is NOT very good predictor of behaviour?!
Therefore, attitudes and behaviour do not always correlate... Due to ability; lack of resources; measurement problems; social influence etc.
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- Consumer Behaviour Flashcards on Consumers As Decision Makers: Learning & Attitudes, created by Abigail Cullis on 27/07/2016.
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- Abigail Cullis
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