w3 learning & involvement.ppt

7/29/2019 W3 Learning & Involvement.ppt

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Learning & Involvement

SY 13-14 / week 3


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Review:

Exposure physical contactor encounterwith a marketing stimulus (advertisement)

Attention mental activityconsumersdevote to a marketing stimulus

Perception when a marketing stimulus is

registered by our senses Comprehension extracting higher-ordermeaningfrom what we haveperceivedin thecontext of what we already know


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Interplay between consumers

experience, learning andknowledge


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Learning (consumer learning)

a relatively permanent change in behavior

from what we have experienced application of acquired purchase orconsumption knowledge and experience tofuture related behavior

is adaptive and determined by valuesystems, desires, needs and what theconsumers already know


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Learning is aprocess continually

evolves and changes due to newlyacquired knowledge


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We learn by experience

Direct

Indirect - incidental learning (casual orunintentional acquisition of knowledge)


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Marketers interest on how consumers learn

to teach them how to prefer their

products and/or services to teach them their brand is the

best, so they develop brand loyalty


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Learning theories

Cognitive function of mental processes

Behavioral learning takes place as aresult of responses to external events(observable response to stimuli)


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Behavioral learning

Classical Repetiton

Stimulus generalization

Stimulus discrimination

InstrumentalUse of + or reinforcement

Forgetting or extinction

Massed or distrubuted


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Cognitive learning

involves problem solving

how information are processed bythe human mind

use of memory


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Memory stages

Input (stored)

Storage (retained)

Output (retrieved)


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Storage units of memory

short term (lasts only seconds)

long - term (extended period of time)


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Almost all consumer decisionsinclude a memory component!


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Marketers concern ...

How to influence memory!

top of mind recall

info overload


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Simple measure of impact

Recognition samples are shown

Recall consumers are asked (from

memory)


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For learning to occur, certain elements

must be present:motivation

cues

response reinforcement


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Motivation

The driving force that moves us to action

Inner drive that reflects goal-orientedexcitement

All behavior is goal-oriented!


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Goal

The sought-after results of motivated

behavior

the desired end state


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Generic general classes/categories that

may fulfill a certain need

Product specific specifically branded

products to fulfill needs

Two types of goal


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Motivation and goal are interlinked

Motivation/motives or needs

Motives or needs and goals areinterdependent neither exists withoutthe other


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Needs

Any human requirement


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Consumer needs

The basis of all modern marketing


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Need categories

Innate or primary needs

Physiological / basic to sustain life

Acquired or secondary

Psychological / developed after birth(esteem, love, acceptance ...)


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Needs (consumer needs)

Most people tend to experience thesame kind of needs and motives but

express their motives in differentways

We may experience the same basic

needs but different priority ranking Different individuals have different

need priorities


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For any given need, there are manydifferent and appropriate goals

The goals we select depend on our:personal experiences

physical capacity

prevailing cultural norms and valuesgoals accessibility in the physicaland social environment


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Understanding the goals consumers are

pursuing can provide important insightson the many aspects of their behavior.


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As goals are met and needs are

satisfied, new and higher order needsand goals emerge


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Failure to achieve goals result to

frustration. Customers react in 2 ways: cope by finding a way around the obstacleor by finding a substitute goal

adopt a defence mechanism to protectself-esteem


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Theories of needs according to:

Abraham Maslow

Sigmund FreudCarl Jung

Henry Murray


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Some thoughts

May not hold true for everybody

Depends on ones culture or socialenvironment

What is important is that it reminds us that

consumers havedifferent need prioritiesin different consumption situations andatdifferent stages in their lives


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5 Consumer Needs in Cultural Perspective

Achievement motive

Power

Uniqueness / Novelty

Affiliation

Self-esteem


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Needs related to shopping

Deal proneness

Shopping as self-sacrifice


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Consumer Involvement

relationship (attachment) with the

products/services perceived relevance of the objectbased on their inherent needs, values

and interests


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product involvement often depends

on the situation we are in factors can be something about theperson, about the object, or about the

situation


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the many faces of involvement

product message-response

purchase situation

enduring involvement long-term interest in a product


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Marketing implications of different levelsof involvement

HI purchase & consumption

increased attention & more importanceattached to the object

LI purchase & consumptionconsumers couldnt care less


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Sample Marketing strategies

LI products with HI issues

LI food products with HI health issues

LI consumers by extensivedistribution networks or clever in-storedisplay


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Consumer Values

values beliefs that some conditionsare preferable to the opposite

consumer values: materialism importance we attach to

worldly possessions conscientious consumerism consumersfocus on personal health is merging w/ a

growing interest in global health


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Consumer Values

Regional values in the Philippines Luzon

Visayas Mindanao


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References:

oConsumer Behavior in the 21st Century by Hoyer, MacInnis &Pieters (2013)

o Consumers Behavior Buying, Having and Being by Solomon (2011)

o Consumer Behavior and Marketing Strategy by Peter and Olson(2007)

o Consumer Behavior by Schiffman, Bednall, OCass, Paladino andKanuk (2005)

o Consumers by Arnould, Price and Zinkhan (2002)

w3 learning & involvement.ppt

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