Page 89 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes
Figure 6.2: A Typical Learning Curve
Amount learned
y

Learning

x
Number of repetitions

If a message is not repeated, consumers tend to forget most of it rapidly and repetition becomes
necessary just to maintain consumers’ level of learning. Advertisers are convinced about the
importance of the principle of repetition. However, there is disagreement about how many
repetitions are really enough for the desired effect. A number of researchers consider three ad
exposures as the optimum number, known as three-hit theory. They are of the opinion that the
first exposure is needed to make consumers aware about the product or service, a second exposure
shows consumers the relevance of the product or service and a third exposures is needed to
remind the consumers. Beyond three exposures, any repetitions are believed to be a waste of
effort. The opinion of other researchers is that an average exposure frequency of eleven to
twelve is needed to increase the probability that audiences will be actually exposed three times.
Most advertisers seem to have settled on three exposures as the least number. Fewer than three
ad exposures are assumed to give insufficient exposure and more than ten exposures are
considered overexposure.
Frances K McSweeney and Calvin Bierley have mentioned four conditions for classical
conditioning concept to be effective in influencing consumers:

1. There should be no other stimuli that could overshadow the unconditioned stimulus.
2. Unconditioned stimuli should have no previous associations to other brands or product
categories.

Example: If a beer company decides to use Salman Khan in its advertising to
convey a macho image to its target group, the campaign is likely to prove ineffective
because of his earlier association with ThumpsUp.
3. The unconditioned stimulus should not be overly familiar and should be presented alone.

Example: If a spokesperson appears in too many different brand ads, the effect
may be diluted. Shah Rukh Khan has appeared as spokesperson for Rolex, Santro, Pepsi,
Airtel and Mayur suiting.

4. Classical conditioning is more effective when the conditioned stimulus is new. Consumers
generally have established associations for well-known products and brands.

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