Consumer Behavior,

Ninth Edition

Schiffman & Kanuk

The Indian Premier League
• https://www.youtube.com/watch?v=4Yh_tl
1qw00

• https://www.youtube.com/watch?v=2D8vD
1OjZ6I
 Reinforcing Freud!
• https://www.youtube.com/watch?v=mhG-
twzaE_g&list=RDCMUC-
RKpEc4eE9PwJaupN91xYQ&index=8
SERVQUAL
 Learning
• The process by which individuals acquire
the purchase and consumption knowledge
and experience that they apply to future
related behavior
• Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose of products
 Learning Theories

• Behavioral Theories • Cognitive Theories

– Based on observable – Learning based on
behaviors that occur mental information
as the responses on processing
exposure to stimuli – Often in response to
problem solving
 Elements of
Learning Theories
• Motivation
• Cues
• Response
• Reinforcement
 Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
 A stimulus is paired
with another stimulus
that elicits a known
Classical
response that serves
Conditioning
to produce the same
response when used
alone
Pavlov’s Experiment

https://www.youtube.com/watch?v=-IyF29A-DIw
Models of Classical Conditioning
 Conditioning

Unconditioned Stimulus
Dinner aromas

Unconditioned Response
Salivation

Conditioned Stimulus
Favorite 9 PM soap

After Repeated Pairings

Conditioned Stimulus Conditioned Response

Favorite 9 PM soap Salivation
 We now
associate this
product with
strength.
 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Increases the

• Stimulus association between
generalization the conditioned and
• Stimulus unconditioned
discrimination stimulus
• Slows the pace of
forgetting
• Problem is advertising
wear-out occurs
 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • When same response

• Stimulus happens to a slightly
generalization different stimulus
• Stimulus • Helps “me-too”
discrimination products to succeed
• Useful when
launching product
extensions
Uses of Stimulus Generalization
• Photocopy
• Pizza
• Coffee
 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Procedure by which we

learn to emit a specific
• Stimulus
behavior in the
generalization
presence of some
• Stimulus stimuli and not in the
discrimination presence of other
stimuli
• Positioning!
 A trial-and-error
process, with habits
forced as the result of
Instrumental
positive experiences
(Operant)
(reinforcement)
Conditioning
resulting from certain
responses or
behaviors.
Operant conditioning of Rat
• https://www.youtube.com/watch?v=RuQv
Cxsa5Ns

• And Human beings…

• https://www.youtube.com/watch?v=zxkaL
Qwl34c
 Types of Reinforcement
• Positive
– events that strengthen the likelihood of a specific response

• Negative
– negative outcome that also serves to encourage a specific
behavior, Fear appeals in ad messages

• Forgetting and Extinction

– when a learned response is no longer reinforced, it diminishes to
the point of extinction; that is, to the point at which the link
between the stimulus and the expected reward is eliminated
A Model of Instrumental Conditioning
 How are the two different?
• https://www.youtube.com/watch?v=H6LEc
M0E0io
 Is it ethical?
• https://www.youtube.com/watch?v=V09Fu
azW8bc
 Observe how others
behave in response
to certain stimuli and
Observational
reinforcements.
Learning
Also known as
modeling or
vicarious learning.
The consumer
observes a
positive
response by
two teens.
 Human beings learn
most by problem
Cognitive solving, which
Learning enables individuals
Theory to gain some control
over their
environment
 Information Processing
• Relates to cognitive ability and the
complexity of the information
• How involved is the individual and how
important it is
• Individuals differ in imagery – their ability
to form mental images which influences
recall
Information Processing and
Memory Stores
 Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding
 Retention
• Information is stored in
long-term memory
– Episodically: by the order
in which it is acquired
– Semantically: according
to significant concepts
• Total package of
associations is called a
schema
Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to
Persuasion
• Measure of Involvement
– How involved is the consumer?
– Left brain / right brain?
– High involvement / visual component
 Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving
Central and Peripheral Routes
to Persuasion
• Central route to persuasion
– For high involvement purchases
– Requires cognitive processing
• Peripheral route to persuasion
– Low involvement
– Consumer less motivated to think
– Learning through repetition, visual cues, and
holistic perception
Peripheral route
to persuasion
Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
– Comprehension by consumers
– Copy testing (pre or post campaign)
• Attitudinal and Behavioral Measures of
Brand Loyalty
 Attitudinal and Behavioral
Measures of Brand Loyalty
• Attitudinal measures are concerned with
consumers’ overall feelings (i.e.,
evaluation) about the product and the
brand, and their purchase intentions
• Behavioral measures are based on
observable responses to promotional
stimuli—purchase behavior, rather than
attitude toward the product or brand
 Brand Loyalty
• Function of three groups of influences
– Consumer drivers
– Brand drivers
– Social drivers
• Four types of loyalty
– No loyalty (whatever!)
– Covetous loyalty (attachment without owning)
– Inertia loyalty (lethargy)
– Premium loyalty (exclusivity)
Harley-Davidson Has Strong
Brand Loyalty
 Brand Equity
• Refers to the value inherent in a well-
known brand name
• Value stems from consumer’s perception
of brand superiority
• Brand equity reflects learned brand loyalty
• Brand loyalty and brand equity lead to
increased market share and greater profits