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Module 4 - Individual Influence On Consumer Behaviour

1. Learning involves a relatively enduring change in behavior due to experience. Marketers aim to influence consumer learning through repetition, stimulus generalization and discrimination, and reinforcement. 2. There are three major theories of learning - behavioral theories like classical and operant conditioning, cognitive theories focused on mental processing of information, and involvement theory examining high and low involvement processing. 3. Marketers measure the effectiveness of consumer learning through recognition and recall of ads, cognitive measures of information processing, and attitudinal/behavioral measures like brand loyalty and purchase intentions.

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Vinayak Hosamani
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44 views24 pages

Module 4 - Individual Influence On Consumer Behaviour

1. Learning involves a relatively enduring change in behavior due to experience. Marketers aim to influence consumer learning through repetition, stimulus generalization and discrimination, and reinforcement. 2. There are three major theories of learning - behavioral theories like classical and operant conditioning, cognitive theories focused on mental processing of information, and involvement theory examining high and low involvement processing. 3. Marketers measure the effectiveness of consumer learning through recognition and recall of ads, cognitive measures of information processing, and attitudinal/behavioral measures like brand loyalty and purchase intentions.

Uploaded by

Vinayak Hosamani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Module 4 - Individual

influence on Consumer
behaviour

a) Learning
b) Attitude

c) Persuasive communication.
A. Learning
Definition
Learning can be defined as “ a relatively enduring change in
behaviour due to experience”

Learning involves a change in behaviour, though this change is not


necessarily an improvement over previous behaviour.

From marketing perspective:


“ the process by which persons acquires the purchase and
consumption knowledge and experience that they apply to future
related behaviour”
The consumer learning can occur with increased knowledge based on
getting information from reading magazines or articles or books,
through observation, from thinking or from discussion.
Components/ elements of learning
1. Motivation:
motivation is the driving force that impels
individuals to action and is the result of unfulfilled
needs.
2. Cue:
cue are the stimuli that gives direction to motives
e. g: advertisement
3. Response:
the way the individual reacts to a cue or stimulus
is the response and could be physical or mental in
nature, leading to learning.
4. Reinforcement:
reinforcement refers to those
environments events which increases the
likelihood of specific response occuring
in the future as a result of particular cur
or stimuli

5. Retention:
the stability of learned behaviour
maintained by the individual over a
period of time is called retention.
Theories of learning
There are three theories of learning:
1. Behavioral learning theories
2. Cognitive learning theory
3. Involvement theory

1. Behavioral learning theories:


Two types of theory
1. Classical conditioning (respondent conditioning)
2. Instrumental conditioning (operant conditioning)
• Classical conditioning theory:
The russian psychologist, Ivan Pavlov was
the first who pioneered the study of
classical conditioning.
Definition:
Classical conditioning is a “process in which
a previously neutral stimulus acquires the
ability to elicit a response by repeated
association with a stimulus that naturally
produces a similar response”
• Pavlov did experiment on dog:
• He gave a relationship b/n stimulus and response

Unconditioned stimulus Unconditioned response


(US) (UR)
Food (meat) salivation

Unconditioned stimulus
(US)
Food (meat) Unconditioned response
(UR)
salivation

Conditioned stimulu
(CS)
bell

Conditioned stimulu conditioned response


(CS) (CR)
bell salivation
Strategic application of classical conditioning:
• Three basic concepts derived fron c.c
1. Repetition:
people have a tendency to forget and one
proven method of increasing retention of
learning is repetition.
2. Stimulus generalization:
It occurs when two stimuli are seen as
similar and the effects of one therefore can be
substituted for the effect of other.
3. Stimulus discrimination:
it is opposite to stumulus generalization.
Here because of learning they identify the
difference among similar stimuli
e.g. frequent users of a brand are better able to
notice relatively small difference among brands
in a same product.
Operant conditioning (Instrumental conditioning )
It was discovered by Skinner
Operant conditioning is a type of learning in which the
consequences of behaviour lead to changes in the
probability of that behaviour’s occurrence.

 Here behaviour is dependent on consequences.


 Consequences may be favorable on unfavorable
 Favourable – reward, recognition, positive response
 Unfavourable - punishment, negative response
Strategic application of instrumental
conditioning:
Marketers effectively utilize the concepts of
consumer instrumental learning when
they provide positive reinforcement by
assuring customer satisfaction with the
product, the service, and the total buying
experience
Here they give importance to
1. Customer satisfaction.
2. Relationship marketing.
Modeling or observation learning
Learning theorist have noticed that a considerable
amount of learning takes place in the absence of
direct reinforcement, either positive or negative,
through a process of modeling or observational
learning.
Modeling is the process through which individuals
learn behavior by observing the behavior of
others and the consequences of such behavior.
e.g. Advertisement
Cognitive learning theory
Cognitive theory holds that learning involves
complex mental processing of information.
Instead of stressing the importance of repetition
or the association of a reward with a specific
response, cognitive theorist emphasize the role
of motivation and mental processes in producing
a desired response.
Learning based on mental activity is called
cognitive learning.
Information processing:
It tells how consumers store, retain and
retrieve information.
1. Store:
There are 3 types of store in store house
memory where information is kept
1. Sensory store (smell, color, shape and
feel)
2. Short term store ( phone number 2-10
seconds information is lost)
3. Long term store (stores for long days)
Rehearsal and encoding:
The amount of information available for
delivery from short term storage to long
term storage depends on the amount of
rehearsal it is given.
Encoding is the process by which we select
a word or visual image to represent a
perceived object
e. g: consumers encode brand by using
brand symbol
2. Retain:
Retain is a process where the capacity
of consumers to remember the information

3. Retrieval:
retrieval is the process by which we
recover information from long – term –
storage.
Involvement theory
 Involvement theory is developed from a stream
of research called split – brain theory
 The basic premise of split – brain theory is that
the right and left side of the brain specialize in
the kinds of information they process.
 The left side is primarily responsible for cognitive
activities such as reading, speaking etc.
 Individuals how are exposed to verbal
information analyze the information through their
left brain
 The right side of brain is concerned with
nonverbal, pictorial information.
 They are emotional, feeling, people
• Consumer involvement is considered as an
important variable that can help explain how
consumers process information and how this
information might influence their purchase or
consumption related behavior.
• Involvement of consumers depends on 3
factors.
1. Traits of persons such as needs, interest,
important, unique experience.
2. The characteristics of stimulus such as
differentiation of alternatives, communication
media, message content
3. Situational factors
Involvement theory and media
strategy.
Right brain people passively process and store the
information which they get through television.
But low involvement in this because they have to
repeatedly watch information to process the
information
Left side brain process the information through
print media (news paper and magazines) and
interactive media (internet)
Central and peripheral routes to
persuasion.
 The major premise of this theory is that
consumers are more likely to carefully evaluate
the merits and weaknesses of a product when
the purchase is of high relevance to them
 The likelihood is great that consumers will
engage in very limited information search and
evaluation when the purchase holds little
relevance or importance for them.
 Thus the high involvement purchases, the
central route to persuasion – which requires
considered thought and cognitive processing.
 For low involvement purchases, the peripheral
route to persuasion is likely to be more effective.
The Elaboration likelihood model
This model suggests that a persons level of
involvement during message processing is a
critical factor in determining which route to
persuasion is likely to be effective.
When involvement is high, consumer follow the
central route and base their choice on the
message
When involvement is low, they follow the
peripheral route and rely more heavily on other
message elements (like spokesperson,
background music ) to make product choice.
Measures of consumer learning
Various measures are :
1. Recognition and recall measures
2. Cognitive measures
3. Attitudinal and behavioural measures of
brand loyality.
Recognition and recall measures:
Recognition and recall tests are conducted
to determine whether consumer remember
seeing ad, the extent to which they see it,
and recall its content, their resulting
attitude towards the product and brand
and their purchasing intension.
Cognitive measures:
Here they check the consumers opportunity
and ability to process the information and
the consumer motivation.
• Attitudinal and behavioural measures:
Attitudinal measures are concerned with
consumers overall feelings about the
product and the brand and their purchase
intentions.
Behavioral measures are based on
observable responses to promotional
stimuli – repeat purchase behavior rather
than attitude towards the product or brand.

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