Learning

CONSUMER KNOWLEDGE, LEARNING, AND UNDERSTANDING ●

Learning--what is it?

One form of learning...

– Operant conditioning – Classical conditioning – Brand loyalty ●

Perception – – – –

MKTG 371

Characteristics of the senses Accuracy Ability to detect change Attention LEARNING AND PERCEPTION

Most useful for vicarious learning!

Lars Perner, Instructor

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CLASSICAL AND INSTRUMENTAL (OPERANT) CONDITIONING ●

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Consumers (often unconsciously) link objects to past experience Consequences of behavior tend to influence subsequent behavior

LEARNING AND PERCEPTION

Lars Perner, Instructor

2

Another Typology High Involvement Learning Low Involvement

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

3

Classical Conditioning ● ●

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Pavlov’s dogs Objects (stimuli) associated with a response may bring about the response Credit card studies Stimuli and responses

LEARNING AND PERCEPTION

Lars Perner, Instructor

4

Classical Conditioning US

---->

(Unconditioned stimulus)

US + CS

UR (Unconditioned response)

-----> UR

(Conditioned stimulus)

CS now

------> CR

(CS alone is

(Conditioned response)

able to

bring CR)

E.g.: SUGAR SUGAR + Cola Taste MKTG 371

NOTE: UR and CR -------> insulin release represent the same behavior, but causes differ -------> insulin release

LEARNING AND PERCEPTION

Lars Perner, Instructor

5

Consumer Examples ●

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Advertising: pairing product with images of desired affect Product: Evoke image of object associated with positive affect (e.g., Mustang; Coke Bottle)

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

6

Making Classical Conditioning Work ●

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Appropriate symbols (for the population in question) to elicit emotion NOTE: Test stimuli for desired effect! Repetition

LEARNING AND PERCEPTION

Lars Perner, Instructor

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INSTRUMENTAL (OPERANT) CONDITIONING REINFORCEMENT

BEHAVIOR

NOT the same thing!

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{

LIKELIHOOD OF BEHAVIOR

NEGATIVE REINFORCEMENT

PUNISHMENT

LEARNING AND PERCEPTION

LIKELIHOOD OF BEHAVIOR Lars Perner, Instructor

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Reinforcement: An Example You eat a cake (behavior) ----> good taste (reward) ----> more likely to eat cake on another occasion

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

9

Negative Reinforcement (not the same as punishment!) Aversive stimulus exists Behavior ----> termination of aversive stimulus ----> repetition of behavior during aversive stimulus MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

10

Negative Reinforcement: An Example Headache (aversive stimulus) Aspirin (behavior) ---> Headache cessation ----> Likely to consume aspirin during future headaches

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

11

PUNISHMENT Behavior ----> Negative consequences -----> Behavior less likely to be repeated when punishment is anticipated (mostly) MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

12

Punishment: Examples ● ● ● ●

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Parking meters Gas taxes Restocking fees Fees for non-ATM banking transactions Over-base rate utility charges

LEARNING AND PERCEPTION

Lars Perner, Instructor

13

More Punishment Examples ●

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Voidance of warranty if product is serviced by competitor Social ostracism for failure to wear deodorant

LEARNING AND PERCEPTION

Lars Perner, Instructor

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Reinforcement Effectiveness Temporal proximity--conditioning is more effective if consequences immediately follow behavior (delayed reinforcement is much less effective) ● Recognition of relationship between behavior and consequences ● Schedules of reinforcement--variable ratio is most effective ●

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

15

Extinction ●

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Behavior which is not reinforced tends to become extinct gradually

LEARNING AND PERCEPTION

Lars Perner, Instructor

16

Schedules of Reinforcement Fixed interval ● Fixed ratio ● Variable ratio resistant ● Variable interval ●

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<------ Most

LEARNING AND PERCEPTION

to extinction

Lars Perner, Instructor

17

Shaping Behavior approximating desired kind level e.g., buying new product on sale Increased requirements, when met e.g., magnitude of sale gradually decreased

MKTG 371

LEARNING AND PERCEPTION

------> Reward

-------> Reward

Lars Perner, Instructor

18

Shaping: Possible Examples ●

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Introduction of fruit flavored soft drinks in Indonesia prior to Coca Cola New products given premium shelf space in the beginning Premium given with purchase of new product In-store demonstrations of new products LEARNING AND PERCEPTION

Note that marketers’ power tends to be limited

Lars Perner, Instructor

19

Instrumental (Operant) Conditioning In Practice ●

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Marketers typically do not have the power to significantly reward or punish people greatly-- typically have little power to directly influence people’s experience Note that many rewards and punishments are significantly delayed Better able to influence vicarious learning

LEARNING AND PERCEPTION

Lars Perner, Instructor

20

Brand Loyalty vs. Habit ●

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LEARNING AND PERCEPTION

Habit: consumer picks product without much thought; may be due to convenience Loyalty: consumer actively seeks out product

Lars Perner, Instructor

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Loyalty... ● ●

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Multibrand loyalty How strong?

LEARNING AND PERCEPTION

...or lack of it.

Lars Perner, Instructor

22

Developing Brand Loyalty: Tricks and Traps ● ● ●

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Product quality ---> satisfaction Sales promotions Stealing loyal consumers away from others--is it worth it? Price – value – exclusiveness

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

23

Memory ●

Short term (compare to RAM ---> volatile) – mnemonic devices (e.g., 1-800-FLOWERS)

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STM

Long term (compare to hard disk ---> longer in duration but imperfect--”I remember it well…”)

REHEARSAL

LTM DECAY

MKTG 371

LEARNING AND PERCEPTION

Lars Perner, Instructor

24

Scripts: The Way to Do Things ● ●

Procedure for doing various things learned over time E.g., restaurant script: – – – – – – – –

MKTG 371

make reservation travel to restaurant await seating order drinks study menu order have dessert and/or coffee pay check and leave tip

LEARNING AND PERCEPTION

Lars Perner, Instructor

25

Implications of Scripts ● ●

Check car odometer If more than 3,000 miles, – go to Joe’s garage or – look in yellow pages for garages

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Ask mechanic for oil change When asked which brand of oil – select Pennzoil or – think about which brand to use

MKTG 371

LEARNING AND PERCEPTION

If you were Joe or Pennzoil, which script would you prefer?

Lars Perner, Instructor

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