Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

Behavioral Dimensions of the Consumer Market 161

3.Selective retention—we remember only what we want to remember.

These selective processes help explain why some people are not affected by some

advertising—even offensive advertising. They just don’t see or remember it! Even

if they do, they may dismiss it immediately. Some consumers are skeptical about any

advertising message.

Our needs affect these selective processes. And current needs receive more atten-

tion. For example, Goodyear tire retailers advertise some sale in the newspaper

almost weekly. Most of the time we don’t even notice these ads—until we need

new tires. Only then do we tune in to Goodyear’s ads.

Marketers are interested in these selective processes because they affect how tar-

get consumers get and retain information. This is also why marketers are interested

in how consumers learn.

Learningis a change in a person’s thought processes caused by prior experience.

Learning is often based on direct experience: A little girl tastes her first cone of

Ben & Jerry’s Concession Obsession flavor ice cream, and learning occurs! Learn-

ing may also be based on indirect experience or associations. If you watch an ad

that shows other people enjoying Ben & Jerry’s Chocolate Fudge Brownie low-fat

frozen yogurt, you might conclude that you’d like it too.

Consumer learning may result from things that marketers do, or it may result

from stimuli that have nothing to do with marketing. Either way, almost all con-

sumer behavior is learned.^4

Experts describe a number of steps in the learning process. We’ve already dis-

cussed the idea of a drive as a strong stimulus that encourages action. Depending

on the cues—products, signs, ads, and other stimuli in the environment—an

individual chooses some specific response. A responseis an effort to satisfy a

drive. The specific response chosen depends on the cues and the person’s past

experience.

Reinforcementof the learning process occurs when the response is followed by

satisfaction—that is, reduction in the drive. Reinforcement strengthens the rela-

tionship between the cue and the response. And it may lead to a similar response

the next time the drive occurs. Repeated reinforcement leads to development of a

habit—making the individual’s decision process routine. Exhibit 6-4 shows the

relationships of the important variables in the learning process.

How consumers perceive a

product or marketing

communication may depend on

consumer interest and the

urgency of the need.

Learning determines

what response is likely

Exhibit 6-4

The Learning Process

Response

Cues

Drive

Reinforcement