Consumer behavior

session 4

Lecture notes are available at:

http://Arash-
management.blogspot.com

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Consumer behavior (CB)

Arash Najmaei

Arash.unity@gmail
Arash.unity@yahoo.com
H/P : 0172116875

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Consumer Behavior

learning, memory

and

Motivation, Attitude

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 outline
Definitions of Motivation and
learning and Attitudes
memory
 Definitions of
motivation and
Four basic attitude
components in  Differentials
learning:
 Cognitive
4.Stimulus
dimensions
5.Drive  Affective
6.Response dimensions
7.Reinforcement  Behavioral 4
 Consumer learning
• The cognitive process of acquiring
skill , knowledge, learning is the
acquisition and development of
memories and behaviors, including
skills, knowledge, understanding,
values, and wisdom

Consumer Behavior,
Eighth Edition

SCHIFFMAN & KANUK 5

 Importance of Learning
• Marketers must teach consumers:

where to buy
By whom and for whom
how to use ,feel and perceive
how to maintain
how to dispose of products

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Learning Taxonomy

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 Learning Theories
• Behavioral • Cognitive
Theories: Theories:
Theories based on A theory of learning
the premise that based on mental
learning takes information
place as the result processing, often in
of observable response to
responses to problem solving.
external stimuli.
Also known as
stimulus response
theory. 8
 Learning Processes
• Intentional: • Incidental:
learning acquired learning acquired
as a result of a by accident or
careful search without much
for information effort

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Elements of Learning Theories

1. Motivation
2. Cues
3. Response
4. Reinforcement

Stimulus
Drive
Response
Reinforcement

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 A positive or
negative
outcome that
influences the
likelihood that a
Reinforceme specific
nt behavior will be
repeated in the
future in
response to a
particular cue
or stimulus.

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Product Usage Leads to Reinforcement

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 The inability to
Stimulus perceive
Generalizati differences
on between slightly
dissimilar stimuli.

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 Reinforcement

• Positive Negative
Reinforcement: Reinforcement:
Positive outcomes Unpleasant or
that strengthen negative outcomes
the likelihood of a that serve to
specific response encourage a
• Example: Ad specific behavior
showing beautiful • Example: Ad
hair as a showing wrinkled
reinforcement to skin as
buy shampoo reinforcement to
buy skin cream
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 Other Concepts in Reinforcement

• Punishment
– Choose reinforcement rather than
punishment
• Extinction
– Combat with consumer satisfaction
• Forgetting
– Combat with repetition

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 A process by
which
individuals
observe the
behavior of
others, and
Observation
al Learning
consequences
of such
behavior. Also
known as
modeling or
vicarious
learning. 16
 COMPONENTS OF OBSERVATIONAL
LEARNING

PRODUCTION
ATTENTION RETENTION MOTIVATION
PROCESS

OBSERVATIONAL LEARNING

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 Holds that the
kind of learning
most
characteristic of
human beings is
Cognitive problem
Learning solving, which
Theory enables
individuals to
gain some
control over
their
environment. 18
 A behavioral
learning theory
according to which a
stimulus is paired
with another
Classical
stimulus that elicits
Conditioning
a known response
that serves to
produce the same
response when used
alone.
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Models of Classical
Conditioning

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 A behavioral theory
of learning based on
a trial-and-error
process, with habits
Instrumental
forced as the result of
(Operant)
positive experiences
Conditioning
(reinforcement)
resulting from certain
responses or
behaviors.

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 Operant Conditioning . . .
. . . is the process in which the
frequency of occurrence of a bit of
behavior is modified by the
consequences of the behavior.

If positively reinforced, the likelihood of

the behavior being repeated increases.

If punished, the likelihood of the behavior

being repeated decreases.
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 Operant (or instrumental)
conditioning

Stimulus

Response
Can you explain 
Reward habit ?

Reinforcement

Evans, Jamal, Foxall, Consumer Behaviour
© 2006 John Wiley & Sons, Ltd 23
 A process by which
individuals observe
how others behave
in response to
Observational
certain stimuli and
Learning
reinforcements.
Also known as
modeling or
vicarious learning.

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Vicarious Learning . . .

. . . is the
phenomenon
where people
observe the
actions of
others to
develop
“patterns of
Consume
rs Learn
by
Modeling

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 Factors Increasing a Model’s
Effectiveness

1. The model is physically

attractive.
2. The model is credible.
3. The model is successful.
4. The model is similar to the
observer.
5. The model is shown
overcoming difficulties and
then succeeding. 27
 Three Major Uses of Social-
Learning Theory

• A model’s actions can be used to

create entirely new types of
behaviors

• A model can be used to decrease

the likelihood that an undesired
behavior will occur

• The model can be used to

facilitate the occurrence of a
previously learned behavior
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Appeal to
Cognitive
Processing

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 Shaping Consumer
Responses . . .
. . . is creating totally
new operant
behaviors by
selectively
reinforcing behaviors
that successively
approximate the
desired instrumental
response.
 Extinction & Eliminating Behaviors

• Once an operant • Extinction is the

response is disappearance of
conditioned, it will a response due to
persist as long lack of
as it is reinforcement.
periodically
reinforced.

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 Types of Reinforcement

1. Positive
2. Negative
3. Forgetting
4. Extinction

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 INSTRUMENTAL (OPERANT)
CONDITIONING

REINFORCEMEN
T LIKELIHOOD
OF
BEHAVIOR
BEHAVIOR NEGATIVE

{
REINFORCEMENT

NOT the
same
LIKELIHOOD
thing! PUNISHMEN
OF
T
BEHAVIOR
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 Reinforcement: An Example

You eat a cake (behavior)

----> good taste

(reward)
----> more likely to eat
cake
on another
occasion
 Extinction

Behavior which is
not reinforced
tends to
become extinct
gradually
 Ehrenberg ATR Model

Awareness

Trial

Advertising
Reinforcement

Repeat purchase
The thicker lines
denote the major
effects.

Evans, Jamal, Foxall, Consumer Behaviour
© 2006 John Wiley & Sons, Ltd 36
Trial

learning/experience
Behavioural       
repeat purchasing
Loyalty
commitment

involvement

loyalty

Attitudinal

loyalty

Evans, Jamal, Foxall, Consumer Behaviour
© 2006 John Wiley & Sons, Ltd

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Brand Loyalty vs. Habit

• Habit: consumer
picks product
without much
thought; may be
due to
convenience

• Loyalty:
consumer actively
seeks out product
 Brand Loyalty

Function of three groups of

influences
1. Consumer drivers
2. Brand drivers
3. Social drivers

Four types of loyalty

1. No loyalty
2. Covetous loyalty
3. Inertia loyalty
4. Premium loyalty
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Developing Brand Loyalty: Tricks and
Traps
• Product quality --->
satisfaction
• Sales promotions
• Stealing loyal consumers
away from others
• Price
– value
– exclusiveness
 Information Processing and Memory
Stores

Workin
g Long
Senso Memor -
Senso
ry y term
ry Rehear Encodin
Store (Short- Stor Retriev
Input sal g al
term e
Store)

Forgott Forgott Forgotte

en; en; n;
lost lost unavaila
ble

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 Memory
• Short term (compare to RAM --->
volatile)
– mnemonic devices

• Long term (compare to hard disk

---> longer in duration but
imperfect--”I remember it well…”)

STM REHEARSAL LTM

DECAY
 Retention
Information is stored
in long-term
memory

Episodically: by the
order in which it
is acquired

Semantically:
Total package
according to of
associations
significant is called
a schema
concepts
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 Role of memory in learning

Stages:
2. Encode
3. Storage
4. Decode and retrieval

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Recognition versus recall
Recognition:
Remembering with stimulus

Recall/Retrieve:
Remembering without stimulus

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 The Cycle of
Remembering
Learning

Short-term Long-term
Memory Memory

Retrievall

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 We now
associate
this product
with
strength.
The consumer
observes a
positive
response by
two teens.
 Information Processing

• Relates to cognitive ability and the

complexity of the information

• Individuals differ in imagery – their

ability to form mental images which
influences recall

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Information Processing and Memory
Stores

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 Information Processing

• Movement from short-term to

long-term storage

• depends on
– Rehearsal- cognitive practice
– Encoding- memory’s associations or
the way through which information
is stored.

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Consumer
motivation

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 Customer motivation

“Marketing Creates Needs”

Do you agree, or disagree……..??

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 What is Motivation?

Motivation refers to an activated

state of needs within a person that
leads to goal-directed behavior.
Types of Needs
Needs can be either innate or
learned
Needs can be expressive( emotional)
Needs can be utilitarian( practical
and functional).
Needs can be hedonic
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 Consumer motivations

• Represents the drive to satisfy both

physiological and psychological needs
through product purchase and
consumption .

• It Gives insights into why people buy

certain products. Stems from consumer
needs: industries have been built around
basic human needs

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 Characteristics of Needs

2. Needs are dynamic

3. Needs have hierarchy
4. Needs can be internally and externally
aroused
5. Needs can conflict

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Maslow’s Hierarchy of needs

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 Motivated Purchase…

• Conspicuous consumption: purchases

motivated to some extent by the desire to
show other people how successful they
are

Companies reinforce the notion that

products enable users to communicate
their social image

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Different kinds of motivation

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Positive motivation

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 Motivational Conflict and
Need Priorities

Satisfying a need often comes at the

expense of another need
these trade-offs cause motivational
conflict

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 Types of Motivational Conflict

Approach-approach: deciding between two

or more desirable options

Avoidance-avoidance: deciding between

two or more undesirable options

Approach-avoidance: behavior has both

positive and negative consequences

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 Motivational Intensity

Motivational intensity: how strongly consumers are

motivated to satisfy a particular need

Depends on need’s importance

Involvement: degree to which an object or behavior

is personally relevant

Motivational intensity and involvement determine

amount of effort consumers exert in satisfying
needs

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 The Challenge of Understanding
Consumer Motivation
Reasons underlying consumer motivation are not always
“obvious”

Research is necessary to discover real motivations behind

behaviors

People don’t always want to disclose real reasons for their

actions

People don’t always know why they do what they do ,

unconscious motivation

Motivations change over time

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Consumer’s
attitudes

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 Attitudes
Global evaluative judgments
Relationships between Consumer Beliefs, Feelings,
Attitudes, and Intentions

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 Consumer Attitudes

Properties of Attitudes
• Valence: Whether the attitude is positive,
negative or neutral
• Extremity: The intensity of liking or disliking
• Resistance: Degree to which the attitude is
immune to change
• Confidence: Belief that attitude is correct
• Accessibility: How easily the attitude can be
retrieved from memory
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 Types of Attitudes

Attitude towards the object (Ao)

represents the evaluation of the attitude
object.

Attitude towards the advertisement (Aad)

represents the global evaluation of an
advertisement.
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 Types of Attitudes
Attitude towards the behavior (Ab):
represents the evaluation of performing
a particular behavior involving the
attitude object.

Preferences represent attitudes toward

one object in relation to another

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 Attitude toward the behavior:
Buying a Dell personal computer would be:

Very good 1 2 3 4 5 Very bad

Very rewarding 1 2 3 4 5 Very punishing
Very wise 1 2 3 4 5 Very foolish

Attitude toward the object:

How much do you like/dislike Dell computers?

Like very much 1 2 3 4 5 Dislike very much

Preference:
Compared to Apple personal computers, how much do you like
Dell personal computers?
Like IBM much 1 2 3 4 5 Like Apple much more than Apple
more than IBM

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Stimulus Importance-Performance Grid
Attribute Our Competitor’s Simultaneous
Importance Performance Performance Result

POOR Poor Neglected Opportunity

HIGH Good Competitive Disadvantage
GOOD
Poor Competitive Advantage
Good Head-to-head competition
POOR
LOW
Poor Null Opportunity
GOOD
Good False Alarm

Poor False Advantage

Good False Competition

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 Changing Consumer Attitudes:
Changing Beliefs

 Firms hope that changing beliefs about products will result in

more favorable product attitudes and influence what
consumers buy.

 If beliefs are false, they need to be brought into harmony

with reality and then being stabilized and reinforced.

 If beliefs are accurate, it may be necessary to change the

product

Comparative advertising can hurt beliefs about a

competitive brand
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 Changing Consumer Attitudes:
Changing Attribute Importance
 Changing an attribute’s importance is more difficult than
changing a belief.

 How is a brand perceived relative to ideal performance?

 Increasing attribute importance is desirable when the

competitor’s brand is farther from the ideal point than
your product

Firms may add a new attribute which necessitated NPD or

product revision

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 Changing Consumer Attitudes:
Changing Ideal Points
Altering consumers’
preferences for what the ideal
product should look like.

It is far more difficult than any

other approach in changing
consumer’s attitudes toward
brand and product
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 Moral and logical lesson

• The best way to capture customer is

to being adjusted with his or her
desirable situation and favorable
attitudes.

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 Behavioral Sequence

Post­purchase
Action

Attitude Sequential model of  
purchase and repurchase 
Learning behavior in marketing
Perception
Attention
Exposure

Evans, Jamal, Foxall, Consumer Behaviour
© 2006 John Wiley & Sons, Ltd 78
 Summary….

1. Different theories in Learning

2. Memory and its role in learning
process
3. Motivation and its relationship with
needs
4. Attitudes
5. Relationship existing amongst attitude,
feeling and behavior
6. ATR model
7. Brand loyalty
8. Behavioral Sequence 79