CONSUMER

LEARNING

Importance of Learning

Marketers must teach consumers:

where to buy
how to use
how to maintain
how to dispose of products

Consumer Learning

A process by which individuals acquire

the purchase and consumption
knowledge and experience that they
apply to future related behavior

Learning Processes

Intentional:
learning
acquired as a
result of a
careful search
for information

Incidental:
learning
acquired by
accident or
without much
effort

Elements of Learning
Theories

Motivation
Cues
Response
Reinforcement

Reinforcem
ent

A positive or
negative
outcome that
influences the
likelihood that a
specific
behavior will be
repeated in the
future in
response to a
particular cue
or stimulus.

Behavioral Learning
Theories

Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning

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.

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.

Pavlovian Model of Classical

Conditioning
Unconditioned
Stimulus
Meat paste
Conditioned
Stimulus
Bell

Unconditioned
Response
Salivation

AFTER REPEATED PAIRINGS

Conditioned
Stimulus
Bell

Conditioned
Response
Salivation

Analogous Model of Classical

Conditioning
Unconditioned
Stimulus
Dinner aroma
Conditioned
Stimulus
6 oclock news

Unconditioned
Response
Salivation

AFTER REPEATED PAIRINGS

Conditioned
Stimulus
6 oclock news

Conditioned
Response
Salivation

Relevance to Marketing

Conditioned Stimuli Brand Image

Unconditioned Stimuli New Additions to
the Brand
Response Acceptance of the Brand

Cognitive Associative
Learning

Classical conditioning is viewed as the learning of

associations among events that allows the
organism to anticipate and represent its
environment.
For the conditioning to happen,

The conditioned stimuli should precede the

Unconditioned stimuli
Repeated pairing of Conditioned and Unconditioned
stimuli
Conditioned stimuli is new and unfamilier
Unconditioned stimuli is biologically or symbolically
salient.

Strategic Applications of
Classical Conditioning

Repetition
Stimulus Generalization
Stimulus Discrimination

Repetition

Repetition increases
strength of
associations and slows
forgetting but over
time may result in
advertising wearout.
Cosmetic variations
reduce satiation.
Substantive Variations
are the changes in
advertising content.

Three-Hit Theory

Repetition is the basis for the idea that

three exposures to an ad are necessary
for the ad to be effective
The number of actual repetitions to
equal three exposures is in question.

Stimulus Generalization

The possibility of other similar stimuli

replacing a known conditioning stimuli.

Stimulus Generalization and

Marketing

Product Line, Form and Category

Extensions
Family Branding
Licensing
Generalizing Usage Situations

Stimulus
Discriminat
ion

Positioning
Differentiation

The ability to
discriminate a
specific stimulus
from among
similar stimuli
because of
perceived
differences.

A Model of Instrumental Conditioning

Try
Brand A
Stimulus
Situation
(Need
goodlooking
jeans)

Try
Brand B
Try
Brand C
Try
Brand D

Unrewarde
d
Legs too
tight
Unrewarde
d
Tight in
seat
Unrewarde
d
Baggy in
seat
Reward
Perfect fit
Repeat Behavior

Instrumental Conditioning

Consumers learn by means of trial and

error process in which some purchase
behaviors result in more favorable
outcomes (rewards) than other purchase
behaviors.
A favorable experience is instrumental in
teaching the individual to repeat a
specific behavior.

Instrumental Conditioning and

Marketing

Customer Satisfaction (Reinforcement)

Extinction and Forgetting
Reinforcement Schedules

Total / continuous reinforcement

Fixed / systematic reinforcement
Variable / random reinforcement

Shaping

Performance of Reinforcement before the

actual consumer behaviour.

Massed versus Distributed Learning

Reinforcement

Positive
Reinforcement:
Positive outcomes
that strengthen the
likelihood of a
specific response
Example: Ad
showing beautiful
hair as a
reinforcement to buy
shampoo

Negative Reinforcement:
Unpleasant or negative outcomes that
serve to encourage a specific behavior

Example: Ad showing wrinkled skin as

reinforcement to buy skin cream

Other Concepts in
Reinforcement

Punishment

Extinction

Choose reinforcement rather than

punishment
Combat with consumer satisfaction

Forgetting

Combat with repetition

Observatio
nal
Learning

A process by
which
individuals
observe the
behavior of
others, and
consequences of
such behavior.
Also known as
modeling or
vicarious
learning.

Consume
rs Learn
by
Modeling

Cognitive
Learning
Theory

This theory is
based on the
premises that
the kind of
learning most
characteristics
of human beings
is problem
solving, which
enables
individuals to
gain some
control over
their

Appeal
to
Cognitiv
e
Processi
ng

Informatio
n
Processin
g

A cognitive
theory of human
learning
patterned after
computer
information
processing that
focuses on how
information is
stored in human
memory and how
it is retrieved.

Information Processing and Memory

Stores

Senso
ry
Input

Senso
Senso
ry
ry
Rehear
Store
Store
sal

Forgotte
n;
lost

Workin
Workin
gg
Memor
Memor
yy
Encodin
(Short(Shortg
term
term
Store)
Store)

Forgotte
n;
lost

Long
Long
-term
term
Retriev
Stor
Stor
al
ee

Forgotte
n;
unavaila
ble

Rehearsal and Learning

Rehearsal is repeating the information or

relating it to other information.
Rehearsal makes the information
available for short term memory so that
the encoding can happen.
Encoding is the process where a word or
visual image is selected to represent a
perceived object.

Retention

Information is stored
in long-term memory

Episodically: by the
order in which it is
acquired
Semantically:
according to
significant concepts

Models of Cognitive Learning

Promotio
nal
Model
Sequenti Attention
al Stages
of
Interest
Processin
Desire
g

Action

Tricompet
ent Model

Cognitive
Affective
Conative

DecisionMaking
Model

Awareness
Knowledg
e
Evaluation
Purchase
Postpurch
ase
Evaluation

Innovati
on
Adoptio
n Model

Awarene
ss
Interest
Evaluati
on
Trial
Adoption

Innovatio
n
Decision
Process

Knowledg
e
Persuasion
Decision
Confirmati
on

Involvem
ent
Theory

A theory of
consumer learning
which postulates
that consumers
engage in a range
of information
processing activity
from extensive to
limited problem
solving,
depending on the
relevance of the
purchase.

Split Brain
Theory

Figure 7.14

Right/ Left Brain

Hemispheres
specialize in
certain functions

Encouragi
ng Right
and Left
Brain
Processin
g

Issues in Involvement
Theory

Involvement Theory and Media

Strategy
Involvement Theory and Consumer
Relevance

Narrow categorisers
Broad categorisers

Central and Peripheral Routes to

Persuasion

High involvement Central route of

persuasion
Low involvement Peripheral route of

Central
and
Peripher
al Routes
to
Persuasi
on

A theory that proposes

that highly involved
consumers are best
reached through ads
that focus on the
specific attributes of
the product (the
central route) while
uninvolved consumers
can be attracted
through peripheral
advertising cues such
as the model or the
setting (the peripheral
route).

Elaborati
on
Likelihoo
d Model
(ELM)

A theory that
suggests that a
persons level of
involvement
during message
processing is a
critical factor in
determining
which route to
persuasion is
likely to be
effective.

The Elaboration Likelihood

Model
Involvement
HIGH

LOW

Central Route

Peripheral
Route

Message
Arguments
Influence
Attitudes

Peripheral
Cues
Influence
Attitudes

Measures of Consumer
Learning

Recognition and Recall Measures

Aided and Unaided Recall

Cognitive Responses to Advertising

Copytesting Measures
Attitudinal and Behavioral Measures
of Brand Loyalty

Phases of Brand Loyalty

Cognitive Loyalty- Peoples thought about

object
Affective Loyalty refers to moods,
feeling or emotional responses to the
object
Conative Loyalty refers to behavioural
intention or willingness to act.
Action / Behaviour Loyalty.

Brand Loyalty As A Function of

Relative Attitude and Patronage
Behavior

Repeat Patronage
High

Low

High

Loyalty

Latent
Loyalty

Low

Spurious
Loyalty

No
Loyalty

Relative
Attitude