Q: Explain Learning. Also discuss Learning theories in detail.
Ans: Learning is the process through which a relatively permanent
change in behavior results from the consequences of past behavior.
the two major categories of
Three types of behavioral learning theories are
· classical conditioning,
· instrumental conditioning, and
· observational (vicarious) learning.
1) The principles of classical conditioning provide theoretical underpinnings or supportive structure for many marketing applications including repetition, stimulus generalization, and stimulus discrimination.
Neo-Pavlovian theories view traditional classical conditioning as cognitive associative learning rather than as reflexive action.
2) Instrumental learning theorists believe that learning occurs
through a trial-and-error process in which positive outcomes
(i.e., rewards) result in repeat behavior. Both positive and
negative reinforcement can be used to encourage the desired
behavior. Reinforcement schedules can be total (consistent) or
partial (fixed ratio or random). The timing of repetitions
influences how long the learned material is retained.
3) Cognitive learning theory holds that the kind of learning most
characteristic of humans is problem solving. Cognitive theorists
are concerned with how information is processed by the human
mind: how is it stored, retained, and retrieved. A simple model
of the structure and operation of memory suggests the
existence of three separate storage units: the sensory store,
short-term store (or working memory), and long-term store.
The processes of memory include rehearsal, encoding, storage,
and retrieval.
Q: Discuss the attitude change?
Ans: Strategies of Attitude Change bring about a change in the consumer attitudes is a very important strategic consideration for marketing people.
When the product or brand is the market leader, the marketers
will work at ensuring that their customers continue to patronize
their product with the existing positive attitude.
Attitude change strategies that are available to them are:
1. Changing the consumer’s basic motivational function
2. Associating the product with an admired group or event
3. Resolving two conflicting attitudes
4. Altering components of the Multiattribute model, and
5. Changing consumer beliefs about competitor’s brands.
Now let us look at each of these strategies in greater details.
1. Changing the basic motivational function:
This strategy calls for changing consumer attitudes towards a
product or brand by making a new need prominent. One such
method changing motivation is called the functional approach. As
per this approach, attitudes can be classified in terms of four
functions, viz:
1. The utilitarian function
2. The ego defensive function
3. The value - expressive function
4. The Knowledge function.
1) The utilitarian function: A consumer develops a brand
attitude because of its utility. In other words; we develop a
favorable altitude towards a product because of its utility
function.
So marketers try to change consumer attitudes in favor of their
products or brand by highlighting its utilitarian purpose, which
they (the competitors consumers;) may not have considered.
For example, Jyothi Laboratories have positioned’ Ujala’ as “Neel jo Neela nahi’ and also the cost benefit (only Rs 7) is given as the utilitarian benefit;
2) Ego defensive function: Most individuals want to protect
their self-image. They want re-assurance about their self-image
from inner feelings or doubts. Firms marketing personal care
and cosmetics try to appeal to this need and develop a favorable
attitude change towards their products or brands by communicating
a re-assurance to the consumers self concept.
For instance, ‘Dove soap speaks about the skin’s dryness which is taken care by the moisturizing content in the Dove Soap Or Lifebuoy Gold soap talks of the teenager’s concern about pimples,
3) The knowledge function: Human nature is such that individuals prefer to know and understand the people and things
they are in contact. While product positioning, marketers try to
do this and improve the consumers attitude towards their
product or brand by highlighting its benefits over competing
brands. For instance, in a highly competitive market, Ora1-B
toothbrush emphasizes on its ‘indicator’ which will tell the users
the time when they are required to change the toothbrush.
4) The value expressive function: A. consumer develops an
attitude based on his general value, life style and outlook.
5) Combining several functions: Since different consumers may
have developed positive or negative attitude towards the same
product or service, firms could use a functional frame work for
examining the consumer attitudes.
Q: Explain the components of the Multiattribute model?
Ans: In the earlier lesson we discussed a number of Multiattribute
models, which have implication for attitude change strategies.
To be more precise, these models provide us with additional
insights as to how to bring about attitudinal change:
· Changing the relative evaluation of attributes
· Changing brand beliefs
· Adding an attribute, and
· Changing the overall brand rating
(1) Changing the relative evaluation of attributes
Consumer markets can be segmented in the same product
category according to brands that offer different features or
beliefs. For example, Moov, a balm to relieve pain in the back and
Iodex to relive pain due to any inflammation or swelling like
sprain etc.
(2) Changing brand beliefs
This calls for changing attitudes of consumers by changing
beliefs or perceptions about the brand itself. For example, P &G’s Ariel Microshine detergent claims that this detergent is a tough cleaner, powerful stain remover, easy to use, unlike the other detergents, which only whiten the clothes.
(3) Adding an attribute
This means either adding an attitude that previously has been
ignored or one that represents an improvement or technological
innovation.
(4) Changing the overall brand rating
Usually this strategy is used by using some form of global statement like “ this is the largest selling brand”. For example, the advertisement of “westar” dual time watches, from Westar) the world on your watch).
(5)Changing consumer beliefs about competitor’s brands
Usually it is seen that the attitude change agent is a well respected
agent authority or peer group. Because the amount of attitude change is related to the credibility of the source of the
message. The major purpose of changing attitudes is to
eventually change consumer behavior.
Self-Perception Theory
Self-perception theory addresses individuals’ inferences or
judgments as to the cause of their own behavior.
In terms of consumer behavior, self-perception theory suggests
that attitudes develop as consumers look at and make judgments
about their own behavior.
Internal and external attributions—attitudes develop as consumers look at and make judgments about their own behavior.
Internal attribution—giving yourself credit for the outcomes
your ability, your skill, or your effort.
External attribution—the purchase was good because of factors
beyond your control—luck, etc.
Defensive attribution—consumers are likely to accept credit
personally for success, and to credit failure to others or to
outside events. For this reason, it is crucial that marketers offer uniformly high quality products that allow consumers to perceive themselves as.
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