Prof.

Abhipsa Mishra

CONSUMER LEARNING
 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.

Consumer Learning I Prof. Abhipsa Mishra

 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.

Consumer Learning I Prof. Abhipsa Mishra

 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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 .

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

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Two Major Learning Theories

Consumer Learning I Prof. Abhipsa Mishra

 Behavioral Learning

It is a process of It is a type of learning

behavior modification in which an individual's
made famous by Ivan behavior is modified by
Pavlov and his its antecedents and
experiments consequences.
conducted with dogs.

Ivan Pavlov B. F. Skinner

Consumer Learning I Prof. Abhipsa Mishra

Classical Conditioning by Ivan Pavlov

Consumer Learning I Prof. Abhipsa Mishra

Consumer Learning I Prof. Abhipsa Mishra 11
 Model of Classical Conditioning

Food and water

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 Example
Dinner aroma

You are hungry

8 O'clock News

8 O'clock News You are hungry

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Discussion Questions
For Coca-Cola (or any other beverage company):
 How have they used classical conditioning in their marketing
 Identify the unconditioned and conditioned stimuli, the conditioned and
unconditioned response.

Consumer Learning I Prof. Abhipsa Mishra

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  How effective conditioning can create a very 
favourable strategy for marketers...

• The cola’s (Pepsi and Coke) have used Classical Conditioning very effectively

over the years.
• Thirst (An Unconditioned Response) is generated by various environmental and 
physical factors like heat, sports, workout, dehydration etc. (These
are Unconditioned Stimuli).
• Pepsi and Coke have strategically placed and associated their products with all the
above Unconditioned Stimuli like heat, sports, etc repeatedly.
• They have also used key words in their branding like “Thanda Matlab Coca Cola”.
This has played the part of a Conditioned Stimulus which is placed along with 
the Unconditioned Stimuli every time (hence the sponsorships for major sporting
events).
• Over time the Conditioned Stimulus (Cola drink) becomes a signal for the 
arrival of the Unconditioned Stimulus (heat, dehydration) for the brain and we
feel thirsty just by seeing a big poster of Coke or Pepsi without actually
experiencing any of the above environmental or physical factors. Thus, we don’t
only have a Coke/Pepsi when we are thirsty, we feel thirsty when we see a
Coke/Pepsi! Consumer Learning I Prof. Abhipsa Mishra
Other examples

• Dermi cool – “Aaya mausam thande thande Dermi cool ka”

• Fair n Lovely winter fairness cream – “Sardiyon mein
nikhar ghatega nahin badhega”
• “Chhoti bhook hai iska naam”

Consumer Learning I Prof. Abhipsa Mishra

 Strategic Applications of Classical Conditioning

Basic Concepts • Increases the association

• Repetition between the conditioned
• Stimulus and unconditioned
generalization stimulus
• Stimulus • Slows the pace of
discrimination forgetting
• Advertising wear out is
a problem

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Why Did Amul Use Different Ads to Advertise the 
Same Product?

Consumer Learning I Prof. Abhipsa Mishra

Repetition of the Message with Varied Ads Results in 
More Information Processing  by the Consumer

Consumer Learning I Prof. Abhipsa Mishra

How are songs in ads an example of
classical conditioning?

Nerolac

Titan

Doordarsha
n
How are songs in ads an example of
classical conditioning?

Nerolac

Titan

Doordarsha
n
 Strategic Applications of 
Classical Conditioning
Basic Concepts • Having the same
response to slightly
• Repetition different stimuli
• Stimulus • Helps “me-too” products
generalization to succeed
• Stimulus • Useful in:
discrimination  Product extensions
 Family branding
 Licensing

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 Stimulus generalization

Consumer Learning I Prof. Abhipsa Mishra

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 What Is the
Name of the
Marketing
Application
Featured Here
and Which
Concept of
Behavioral
Learning Is It
Based On?

Consumer Learning I Prof. Abhipsa Mishra Consumer Learning I Prof. Abhipsa Mishra
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 Product
Category
Extension
Stimulus
Generalization

Consumer Learning I Prof. Abhipsa Mishra Consumer Learning I Prof. Abhipsa Mishra
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 Strategic Applications of 
Classical Conditioning
Basic Concepts • Selection of a specific
stimulus from similar
• Repetition stimuli
• Stimulus • Opposite of stimulus
generalization generalization
• Stimulus • This discrimination is
discrimination the basis of positioning
which looks for unique
ways to fill needs

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Stimulus Discrimination
Product Differentiation

Consumer Learning I Prof. Abhipsa Mishra

 Instrumental (Operant) Conditioning -
Burrhus Frederic Skinner

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 A Model of Instrumental Conditioning

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 Reinforcement of Behavior

Positive Negative
Positive outcome Negative outcome

Strengthen likelihood Encourages behavior

Positive reinforcement is a good thing that happens which rewards a

behavior – Going to the gym made you feel good so you go every other
day.

Negative outcome is a bad thing that happens which encourages a

behavior. You ate a donut every morning for breakfast so gained a lot
of weight over the past week. This causes you to go to the gym every
other day and to stop eating donuts.
Consumer Learning I Prof. Abhipsa Mishra
 Reinforcement of Behavior

Extinction Forgetting
A learned response is no longer The reinforcement is forgotten
reinforced
The link is eliminated between
stimulus and reward

Extinction and forgetting are easily confused. But think of what the
words mean. If the response, is forgotten it can be brought back just by
remembering. If it is extinct, it is unlearned. The link between the
stimulus and the response is destroyed.

Consumer Learning I Prof. Abhipsa Mishra

Strategic Applications of Instrumental Conditioning

• Customer Satisfaction (Reinforcement) – It

means that each time the customer has an
experience with the product or company, there
has been positive reinforcement

• This is the reason relationship marketing is so

important.

Consumer Learning I Prof. Abhipsa Mishra

Strategic Applications of Instrumental Conditioning

• Reinforcement Schedules can vary

• They can be (otherwise called “Schedules of
reinforcements”
 Total (or continuous) reinforcement
 Systemic (fixed ratio) reinforcement
 Random (variable ratio) reinforcement schedule
• Marketers will often use random reinforcement as a
bonus for the customer and fixed reinforcement as
loyalty points or rewards.
Consumer Learning I Prof. Abhipsa Mishra
 Strategic Applications of Instrumental Conditioning

• Shaping is a procedure in which reinforcement is

used to guide a response closer and closer to a desired
response.

• Shaping occurs by having the reinforcement

BEFORE the behavior occurs.

• In this situation, the consumer can be given the offer

of a reward before they actually make their decision
and purchase a product.
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Strategic Applications of Instrumental Conditioning

• Massed versus distributed learning: Should the

learning and the exposure to the stimuli happen in a
relatively short period of time or be drawn out?
Media planners are often faced with this decision
when putting together an advertising campaign.

Consumer Learning I Prof. Abhipsa Mishra

Classical and Operant Conditioning

Consumer Learning I Prof. Abhipsa Mishra

Consumer Learning I Prof. Abhipsa Mishra
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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

Albert Bandura

Consumer Learning I Prof. Abhipsa Mishra

Information Processing and
Cognitive Learning

Consumer Learning I Prof. Abhipsa Mishra

 Cognitivism

• Grew in response to Behaviorism

• Knowledge is stored cognitively as symbols
• Learning is the process of connecting symbols
in a meaningful & memorable way
• Studies focused on the mental processes that
facilitate symbol connection
 Cognitive Learning Theories

 Discovery Learning - Jerome Bruner

 Meaningful Verbal Learning - David Ausubel

 Cognitive Learning Theory
 Discovery Learning
 Bruner said anybody can learn anything, at any age,
provided it is stated in terms they can understand
 Powerful Concepts (not isolated facts)
– Transfer to many different situations
– Only possible through Discovery Learning
– Confront the learner with problems and help them find
solutions. Do not present sequenced materials.
 Cognitive Learning Theory

 Meaningful Verbal Learning

Advance Organizers:

New material is
presented in a
systematic way, and
is connected to
existing cognitive
structures in a
meaningful way.
 Cognitive Learning Theory

 Meaningful Verbal Learning

When learners have

difficulty with new
material, go back to
the concrete anchors
(Advance Organizers).
Provide a Discovery
approach, and they’ll
learn.
 Cognitivism in the Classroom

• Inquiry-oriented
projects
• Opportunities for the
testing of hypotheses
• Curiosity encouraged
• Staged scaffolding
 Theoretical Models of Cognitive Learning

Decision- Innovation Innovation

Generic Promotional Tricompetent Making Adoption Decision
Framework Model Model Model Model Process
Knowledge Attention Cognitive Awareness Awareness
Knowledge Knowledge
Evaluation Interest Affective Interest
Desire Evaluation Evaluation Persuasion
Behavior Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation

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 Measures of Consumer Learning
Brand Loyalty
• Recognition and Recall Measures
• Brand Loyalty

Consumer Learning I Prof. Abhipsa Mishra

 Measures of Consumer Learning Brand Loyalty

Brand Equity – the value inherent

in a well-known brand name

Consumer Learning I Prof. Abhipsa Mishra

Consumer Learning

Consumer Learning I Prof. Abhipsa Mishra