Buyer Behavior Ch. 4 PDF

Consumer Learning, Memory, and Nostalgia 4 Models of Consumer Learning 1. Classical Conditioning Pavlov’s dog Unconditioned stimulus: refers to a stimulus to which the consumer already as a pre-existing response - The meat powder is the UCS...

Consumer Learning, Memory, and Nostalgia 4 Models of Consumer Learning 1. Classical Conditioning Pavlov’s dog Unconditioned stimulus: refers to a stimulus to which the consumer already as a pre-existing response - The meat powder is the UCS Conditioned Stimulus: is a stimulus to which the consumer either does not have a response or has a pre-existing response that needs modification - The bell is the conditioned stimulus Pavlov’s dog had been conditioned to salivate to the bell. The dog had learned to salivate in response to the bell - Note that the salivation response to the meat powder itself did not have to be leaned, since it already existed as an instinctual response - But rather the conditioning of this response of ringing the bell is what is learned Classical Conditioning: a process of learning by an extension of a pre-existing response from from one stimulus onto another, through exposure to the 2 stimuli simultaneously Classical Conditioning in Marketing If humans see a new product or brand paired with rugged terrain, then we come to perceive that brand as rugged and masculine - Ex. Wrangler, brand of jeans if we see a brand in a setting with soft colors and silky textures, then we come to identify that brand with a delicate, feminine image - Ex. Ads for Dolce & Gabbana clothing Repositioning of Marlboro cigarettes in the 1960s - Before it was a women’s cigarette, complete with a filtre and pink tip - Then company decided to change its image - It created a fictional cowboy in the wild west. They removed the pink tip filter - Today consumers would say it is a masculine cigarette and one for the independent, rugged, adventuresome, macho guy and for women who see themselves that way  For CC to work, there needs to be constant pairing with another desirable stimulus - The other stimulus can include color, look, feel of the ad, scenery, music, - Other stimuli in the ad include objects, brand of water with a luxury car, sound bits (lyrics from an Elvis song) Ex. Calvin Klein, perfume is seen as youthful because of the teenage models used in the ad 2. Instrumental Learning Skinner's pigeons: he built 3 doors in a pigeon feed boc, one fake and one real - If a pigeon pecked on the fake one, nothing would happen, but if pecked on the right door, then food will fall out Instrumental Learning: a process where one learns a behavior because it is rewarding - We learning a response because it is instrumental to obtaining a reward Marketers can uses this method to help consumers learn by rewarding them the consumer if they buy the brand, the reward comes in 2 forms Extrinsic reward: external to the product, coupons, sweepstakes, rebates, and loyalty programs such as frequent flyer rewards or frequent hotel stay rewards Intrinsic reward: reward is built into the product itself, consumers learn to buy and use the product because they find that the product itself is rewarding - Ex. we learn to use shampoo because it helps our hair, we learn to drink Fruitopia because we like its taste, and we learn to buy Kesha’s new album because we enjoyed listening to her last album If the product itself is not intrinsically rewarding to the consumer, or not any more rewarding than the competitors product, then to get the consumer to buy their products they might resort to extrinsic rewards like coupons - But consumer patronage won through giveaways do not last Marketers try luring customers through extrinsic rewards, brands try to make the product itself intrinsic rewarding - That way the consumers buys product not because of a coupon or sale (extrinsic reward) 3. Modeling Modeling: process where we learn by observing others  Children learn much of their behaviors through observing and imitating their elders We learn from teachers, celebrities, coworkers Marketers use modeling by sending product samples to influential people, hoping that their followers will adopt the product when they see the influencer using it 4. Cognitive learning Cognitive learning: refers to learning by acquiring new information from written or oral communication - When we acquire information about something, whether incidentally and passively or deliberating, or actively, we learn cognitively Stimulus Generalization and Discrimination As consumers, we don’t have to learn to respond anew every time we encounter a new stimulus. We instinctively repeat the response we have made in the past to other similar stimuli Stimulus generalization: a process wherein a consumer extends a learned response for one stimulus to other similar but not identical stimuli - We go to a food store, and we learn that we’re not supposed to run around, talk loudly, or eat food inside the store. - We would employ the same behavior when we go to any other store, even if they sell different merchandise and have a different ambiance, such as a department or jewelry store - A useful shortcut - In marketing: when a product is new, and want it to make it seem like it is the same high quality and prestige as the company’s existing brands, they give the new product the appearance of the familiar brand, by package similarity ➔ Store brands make their products resemble manufacturer's brand hoping consumers wil engage in stimulus generalization ➔ Ex. Elf and Charlotte Tilbury Stimulus Discrimination: a process where a consumer perceives two stimuli different so that the response learned for one stimulus is not repeated for the oher - The ability to see 2 different as being different - The consumer from before who has learned the protocol for a store might be at a loss when visiting a bar for the first time, they have not differentiated from the 2, store and bar - In marketing: when marketers want to attract new set of consumers, they name the new brand by a different and unique name ➔ Ex. Eternity and Obsession colognes both from CK Types of Consumer Memory Memory: is a place in the human brain where information is processed and stored Short Term Memory: is the part of the brain where information is being held and being processed currently - STM is working memory: that is we are currently working with it and on it ➔ All new information enters our senses first into STM ➔ Here we decide what to do with it ➔ We can decided to memorize it, file it, use it for some imminent decision or action, or discard it altogether  Long term memory: is the part of the brain where information we do not need currently is stored away - Stored in some organized way so that when needed in the future, it can be accessed - We place it there so that our minds are not constantly occupied with huge amounts of information and knowledge All knowledge is 2 types ○ Episodic knowledge: consists of descriptions of events ○ Episodic Memories: are memories of events both those that have happened to us personally and those that we have witnessed ○ Semantic Knowledge: consists of information about objects and their properties - If we show you a mouse, and tell you “this is a mouse” ○ Semantic memories are memories of objects and their properties 3 Methods of Encoding Information Transfering from STM to LTM We expect to use information at some time in the future rather than immediately so we choose to store in our our long term memory (LTM)  This is done by encoding: a process in which we assign it a meaning and then file it in a category of similar things 1. Repetition: as the incidence of an occurrence more than one Saying something again and again, hearing it often, observing a stimulus, touching it, smelling it, with the intent to memorize the results in the information being placed into our LTM Rehearsal is the process of repetition, when the consumer is the one actively doing the repeating 2. Mnemonics: are memory devices that help us remember information through some nonsensical, associations 3. Elaboration: is the active processing of information in conjunction with other information already in the memory so as to identify meaning in the new information Elaboration entails utilization of information already in our memories Only in elaboration do we try to link the information in terms of meaning Ex. suppose we wanted to commit our phone number into LTM 1-800-699-5223 - We realize that 99’ is the year we were born and also that year the U.S. declaration of independent was 223 years old ➔ Now this phone number will be lodged in our LTM 2 Methods for Remembering Information From LTM to STM Recognition: refers to identifying a stimulus that has been encountered before - It entails being able to access and retrieve information from LTM based on exposure to a relevant external stimulus object Recall: involves becoming conscious of some information residing in LTM without the stimulus being present - Being able to to access and retrieve information from LTM without external stimulus object - 2 forms of recall ➔ Unaided recall: involves accessing information without any clues Ex. if someone were to ask you which ad you saw yesterday while watching the Academy Award Show, and if you could recall any advertisements you saw, ➔ Aided recall: is accessing information with some clues Ex. if then we asked you whether you sw an ad for Kia Soul EC and you said you did not remember , and then we said it showed  some hamsters driving the car (the clue) and then you remembered the ad 6 Desirable Innovation Characteristics for Consumer Adoption 1. Relative advantage: when consumers consider first, how much better the innovation is compared to the current product for which it would substitute Ex. the relative advantage of laser eye surgery is that consumers don't have to use eyeglasses or contact lenses 2. Perceived risk: of innovations refers to uncertainty about whether a relative advantage will accrue and whether any anticipated harm will occur - Ex. consumers might perceive risk in laser surgery or in the irradiation of foods - Consumers are less likely yo adopt innovations with high perceived risk 3. Complexity: refers to the difficulty involved in understanding an innovation - Consumers prefer an innovation that is easy to comprehend - Ex. may consumers may find online shopping too complex to understand they they decide to not adopt it 4. Communicability: refers to the extent to which an innovation is socially visible or is otherwise easy to communicate about in social groups - Ex. taboo topics like personal hygiene products have low communicability - Hairstyles are more visible and are naturally more communicable - The greater the ease with which consumers can communicate about an innovation, the more rapidly, and likely they are to adopt it 5. Compatibility: consumers want products that are compatible with their behaviors and values Behavioral Compatibility: means consumers won't need to alter their behavioral routines - Ex. Vans do not fit in the garage, electric cars may require frequent battery charging, or a medication that adversely effects Value compatibility: means consistency with consumers’ deeply held values - Ex. value incompatibility, Contraceptive for consumers whose religion may prohibit contraceptives 6. Trialability: refers to the extent to which it is possible to try out the innovation on a smaller scale Triable innovations are adopted more readily than those not triable Ex. contact lenses are triable, whereas keratotomy is not Consumer Nostalgia We admire the innovations, products, technology, design, but we also long for things from eras from the past. We want to stay connected to the past Retro/ retro trend: products that are designed to capture significant stylistic aspects of some old, once popular but since retired products - What BMW did with the mini cooper Nostalgia: as a longing for the things and lifestyle of the past 1. Reminiscing about the past 2. Reexperiencing the lure of a historical era - The first motive, related to satisfaction, we have fond memories of our pasts, where we lived, what we did Marketing with Nostalgia Retro Products/Fashions: borrowing the product styles from a particular period of history - Ex. the late 1996 beetle shares with its 1946 original only the exterior, egg shaped signature bodystyle - Ex. hot topic has brought back characters and toys from the past - Other retro offers come in the form of vintage replicas of everyday products Memorabilia: products designed to capture the authenticity of a person, place, or event from historic period - Ex. elvis memorabilia, vast collection of merchandise and images of elvis Nostalgic Lifestyle Islands: to create “islands” of particular historic lifestyle - Ex. Colonial Williamsburg in Virginia, a showcase town of the colonial past