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Lecture 7 (Learning) (Attitudes , a complex mental state involving what we…
Lecture 7 (Learning)
Attitudes , a complex mental state involving what we know, feelings, values to act in certain ways
Theory of planned behavior states that the influnce of your partner or parents will pay an important part in your decision, and the amount of knowledge that you have, be it knowledge or feelings based will also affect your decision
Balance theory (Heider 1958) , argues that consumers try to maintain a degree of balance between congnitive/affective components and in this respect the approach is congruent (compatible ) with cognitive consistency
Ego-defensive function, desire a product but it may be too expensive, consequently customer develops unfavourable attitudes towards it by deciding the car is, too flashy and ostentatious for someone middle aged
Structural approach
Cognitive, beliefs of knowledge about an issue or object (fuel consumption or reliability of car)
Affective, persons feelings or emotions about the issue of the object, positive or negative.
Behavioral component, how an individual is likely to respond to the object based on what they know and feel about it
Associationist Learning: Classical Conditioning (Ivan Pavlov 1928) Argued that a unnatural response to the light or sound had been conditioned into the animals whenever they got food, when he turned on the light the animals got a treat they learned , whenever someone would turn on the light they would salivate
This explains why consumers learn to associate certain beliefs and feelings within certain brands and many of our preferences are learned this way
Instrumental Learning: Operant Conditioning. Frequency of occurrence of a specific behavior is modified by the consequences of the outcome of that behavior, learning can be encouraged and reinforced through the use of positive and negative reinforces.
Marketers want to increase the rate at which learning takes place and to reduce the rate at which customers memory decays. (Positive, discount off everything, marketers increase probability that they will shop their again), Negative (bad experiences, wont shop there again)
Repetition Effects, without repetition there is no customer retention, but it is difficult to see how many exposures are needed for customers to remember, depends on learning characteristics, the nature of the message itself.
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Stimulus Generalization, once learned customers will have strong and unique brand-related images in memory, this enables the firm to expand to new product categories and loyal customers will react positively 'Family branding strategy'
Stimulus Discrimination, when customers have strong brand preferences and will learn to discriminate among essentially identical products.