ch07_Consumer Learning.ppt

Chapter 7 Consumer Learning The Importance of Consumer Learning to New Product Success Why did these products fail? Listerine Toothpaste Ben-Gay Aspirin Oreo Little Fudgies Why did PocketPaks succeed? Importance of Learning Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products Learning Theories Behavioral Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory. Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving. Learning Processes Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort Elements of Learning Theories Motivation Cues Response Reinforcement Figure 7.1 Product Usage Leads to Reinforcement Behavioral Learning Theories Classical Conditioning Instrumental Conditioning Modeling or Observational Learning Cognitive Associative Learning Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment. From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge Neo-Pavlovian Conditioning Forward Conditioning (CS Precedes US) Repeated Pairings of CS and US A CS and US that Logically Belong to Each Other A CS that is Novel and Unfamiliar A US that is Biologically or Symbolically Salient Strategic Applications of Classical Conditioning Repetition Stimulus Generalization Stimulus Discrimination Repetition Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout. Cosmetic variations reduce satiation. Figure 7.4 Substantive Variations Three-Hit Theory Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective The number