Consumer Learning

CHAPTER
SEVEN

Learning Objectives
1. To Understand the Process and Four
Elements of Consumer Learning.
2. To Study Behavioral Learning and Understand
Its Applications to Consumption Behavior.
3. To Study Information Processing and
Cognitive Learning and Understand Their
Strategic Applications to Consumer Behavior.

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Learning Objectives (continued)
4. To Study Consumer Involvement and Passive
Learning and Understand Their Strategic
Affects on Consumer Behavior.
5. To Understand How Consumer Learning and
Its Results Are Measured.
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In Terms of Consumer Learning, Are These New
Products Likely to Succeed?
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These Ads Might Induce Learning Due
to the Familiar Names
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Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
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Elements of Learning Theories
Unfilled needs lead to motivation
Motivation
Stimuli that direct motives
Cues
Consumer reaction to a drive or cue
Response
Increases the likelihood that a response
will occur in the future as a result of a cue
Reinforcement
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Two Major Learning Theories
Behavioral Learning
Based on
observable
behaviors
(responses) that
occur as the result
of exposure to
stimuli
Cognitive Learning
Learning based on
mental
information
processing
Often in response
to problem solving
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Behavioral Learning
Classical Conditioning
Instrumental (Operant) Conditioning

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Classical
Conditioning
A behavioral learning theory
according to which a stimulus is
paired with another stimulus that
elicits a known response that serves
to produce the same response when
used alone.
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Models of Classical Conditioning
Figure 7-2a
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Figure 7-2b
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Discussion Questions
For Coca-Cola or
another beverage
company:
How have they used
classical conditioning
in their marketing?
Identify the
unconditioned and
conditioned stimuli,
the conditioned and
unconditioned
response.

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Strategic Applications of
Classical Conditioning
Repetition
Stimulus
generalization
Stimulus
discrimination
Increases the
association between the
conditioned and
unconditioned stimulus
Slows the pace of
forgetting
Advertising wearout is a
problem
Basic Concepts
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Why Did Gillette Use
Two Different Ads to Advertise
the Same Product?
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Repetition of the Message with Varied Ads
Results in More Information Processing
by the Consumer
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Strategic Applications of
Classical Conditioning
Repetition
Stimulus
generalization
Stimulus
discrimination
Having the same
response to slightly
different stimuli
Helps me-too
products to succeed
Useful in:
product extensions
family branding
licensing
Basic Concepts
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Discussion Questions
Stimulus Generalization
How does a pharmacy like CVS or Rite Aid
use stimulus generalization for their private
brands?
Do you think it is effective?
Should this be allowable?

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Which Concept of Behavioral Learning Applies
to the Introduction of These Two Products?
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Stimulus Generalization
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What Is the Name of the Marketing Application
Featured Here and Which Concept of
Behavioral Learning Is It Based On?
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Product Category Extension
Stimulus Generalization
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Strategic Applications of
Classical Conditioning
Repetition
Stimulus
generalization
Stimulus
discrimination
Selection of a specific
stimulus from similar
stimuli
Opposite of stimulus
generalization
This discrimination is
the basis of positioning
which looks for unique
ways to fill needs
Basic Concepts
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What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?
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Stimulus Discrimination
Product Differentiation
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Instrumental (Operant)
Conditioning
A behavioral theory of learning
based on a trial-and-error
process, with habits forced as the
result of positive experiences
(reinforcement) resulting from
certain responses or behaviors.
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A Model of Instrumental Conditioning
Figure 7.9
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Reinforcement of Behavior
Positive
Positive
outcome
Strengthen
likelihood
Negative
Negative
outcome
Encourages
behavior
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Reinforcement of Behavior
29
Extinction
A learned
response is no
longer reinforced
The link is
eliminated
between
stimulus and
reward
Forgetting
The
reinforcement is
forgotten
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Strategic Applications of
Instrumental Conditioning
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning

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Observational Learning
(modeling or vicarious
learning)
A process by which individuals
learn behavior by observing the
behavior of others and the
consequences of such behavior
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Information Processing and
Cognitive Learning
Cognitive Learning
Learning involves
complex mental
processing of
information
Emphasizes the role
of motivation
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Information Processing and Memory
Stores - Figure 7.10
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Discussion Questions
How do advertisers drive consumers to
rehearse information?
When does this work against the advertiser?
Can you think of examples of advertisements
which drive you to rehearse?
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Attention Cognitive
Action Conative Purchase
Postpurchase
Evaluation
Trial
Adoption
Decision
Confirmation
Affective
Evaluation
Interest
Evaluation

Persuasion

Knowledge
Awareness Awareness
Knowledge
Interest
Desire
Innovation
Adoption
Model
Decision-
Making
Model
Tricompetent
Model
Innovation
Decision
Process
Promotional
Model
Knowledge
Behavior
Evaluation
Generic
Framework
Theoretical Models of Cognitive
Learning - Table 7.1
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Involvement and Passive
Learning Topics
Definitions and Measures of Involvement
Marketing Applications of Involvement
Central and Peripheral Routes to Persuasion
Hemispheral Lateralization and Passive
Learning

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Involvement
Degree of personal relevance that the
product or purchase holds for that
customer.
High involvement purchases are very
important to the consumer
Low-involvement hold little relevance,
have little perceived risk, and have
limited information processing
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Measuring Involvement with an
Advertisement - Table 7.3
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Subjects respond to the following statements on a 7-point Likert scale ranging
from Strongly Agree to Strongly Disagree.
The message in the slogan was important to me
The slogan didnt have anything to do with my needs
The slogan made me think about joining the military
The slogan made me want to join the military
While reading the slogan, I thought about how the military might be useful for me
The slogan did not show me anything that would make me join the military
I have a more favorable view of the military after seeing the slogan
The slogan showed me the military has certain advantages
The slogan was meaningful to me
The slogan was worth remembering
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Marketing Applications of
Involvement
Ads in video games
Avatars
Sensory appeals in ads to get more
attention
Forging bonds and relationships with
consumers
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Central and Peripheral Routes
to Persuasion
Central route to persuasion
For high involvement purchases
Requires cognitive processing
Peripheral route to persuasion
Low involvement
Consumer less motivated to think
Learning through repetition, visual cues, and
holistic perception
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Hemispheral Lateralization and
Passive Learning
Hemispheral lateralization
Also called split-brain theory
Left Brain
Rational
Active
Realistic
Right Brain
Emotional
Metaphoric
Impulsive
Intuitive
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What Is the Name of the Learning Theory
Concept Featured in This Ad and How Is It
Applied to Air Travel?
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Hemispheric Lateralization
Both Sides of the Brain are Involved in Decision
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How Is Passive Learning Applied to the
Promotional Appeal Featured in This Ad?
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The Ad is Targeted to the Right Brain
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Measures of Consumer Learning
Brand Loyalty
Recognition and Recall Measures
Brand Loyalty
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Three groups of factors
Personal degree of risk aversion or
variety seeking
The brands reputation and availability
of substitutes
Social group influences
Four types of loyalty
No loyalty
Covetous loyalty
Inertia loyalty
Premium loyalty
Measures of Consumer Learning
Brand Loyalty
Brand Equity the value inherent in
a well-known brand name
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Copyright 2010 Pearson Education, Inc. Publishing as
Prentice Hall
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