Consumer Learning

Importance of Learning

Marketers must teach consumers:

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

Behavioral Theories: Cognitive Theories: A

Theories based on the theory of learning based
basis that learning takes on mental information
place as the result of processing, often in
observable responses to response to problem
external stimuli. Also solving.
known as stimulus
response theory.
 A process by which
individuals acquire the
purchase and consumption
Consumer
knowledge
Learning
and experience
that they apply to
future related behavior.
 Learning Processes

Intentional: learning Incidental: learning

acquired as a result of acquired by accident
a careful search for or without much
information effort
 Consumer learning contd….

Example

some ads may induce learning (Brand names) even

though the consumers attention is elsewhere (on a
magzine article rather than the ads on facing page)
Other ads are sought out and carefully read by
consumers for making a purchase decision.
Elements of Learning Theories

Motivation
Cues
Response
Reinforcement
 Motivation

The degree of relevance or involvement

determines consumer level of motivation to
search for
knowledge OR
information about a product or a service.
 Cues

Motives serve to stimulate learning,

Cues are the stimuli that gives direction to
these motives e.g. an ad is a cue for consumer
motivation for a specific product or service.
In the market place price, styling, packaging,
advertising and the store displays all serve as
cues.
 Cues

Marketers teach motivated consumer

segments why and how their products will
fulfill the consumers need.

Motives serve to stimulate learning.

 Response

How individuals react to a drive or cue

How they behave constitute their response

e.g. a marketer that provides consistent cues
to a consumer may not always succeed in
stimulating a purchase.
 Response contd…

However if marketer succeeds in forming a

favorable image of a particular product in
consumer’s mind.
It is likely that he or she will consider that
product.
 A positive or negative
outcome that influences
the likelihood that a
Reinforcement 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
 A behavioral learning
theory according to which
a stimulus is paired with
Classical another stimulus that
Conditioning elicits a known response
that serves to produce the
same response when used
alone.
 Example

If you usually listen to the 9 o’ clock news

while waiting for dinner to be served you
would tend to associate the 9 o, clock news
with dinner, So that eventually the sounds of
the 9 o’ clock news alone might cause your
mouth to water even if dinner was not being
prepared and even if you were not hungry.
 A behavioral theory of
learning based on a trial-
and-error process, with
Instrumental
habits forced as the result of
(Operant)
positive experiences
Conditioning
(reinforcement) resulting
from certain responses or
behaviors.
 Analogous Model of Classical
Conditioning

Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
9 o’clock news

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response

9 o’clock news Salivation
Strategic Applications of Classical
Conditioning
Repetition
Stimulus Generalization
Stimulus Discrimination
 Repetition
Repetition increases
strength of Figure 7.3 Cosmetic
associations and Variations in Ads
slows forgetting but
over time may result
in advertising
wearout.
 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.
 Three-Hit Theory

1) to make consumers aware of the product

2) to show cosumers the relevance of the
product
3) to remind them of its benefits
according to others marketing scholars
11 to 12 repetitions
 The inability to perceive
Stimulus
differences between
Generalization
slightly dissimilar stimuli.
 Continued.

It explain why some imitative “me-too”

products succeed in the market place.
Because
Consumers confuse them with original
product they have seen advertised
 Example

That an individual can learn to take dinner not

only to the sound of 9 o’ clock news but also
to the some what similar sound of Azan.
 Stimulus Generalization and
Marketing

Product Line, Form and Category Extensions

Family Branding
Licensing
Generalizing Usage Situations
 Product Line
Extension
(adding related
products to an
already
established
brand)
 Product form extensions

Such as crest toothpaste to to crest

whitestrips,
Listerine mouthwash to listerine paks
Bath soaps to liquid soaps
Product Form Extensions
 Product
Category
Extensions
 Family branding

The practice of marketing a whole line of

company products under the same brand
name
 Family branding

The practice of marketing a whole line of

company products under the same brand
name.
A strategy that capitalizes on the consumers
ability to generalized favorable brand
associations from one product to others: e.g
Nestle
 Licensing

Allowing a well known brand name to be affixed to

products of another manufacturer.
A strategy that operates on the principle of stimulus
generalizations.
Examples: names of designers, manufacturers,
celebrities, corporations and even cartoon characters
are attached for a fee i.e rented.
 Shoe
Manufacturer
Licenses
Its Name
 The ability to select a
specific stimulus from
Stimulus
among similar stimuli
Discrimination
because of perceived
differences.

Positioning

Differentiation
A Model of Instrumental Conditioning

Try Unrewarded
Brand A Legs too tight
Try Unrewarded
Brand B Tight in seat
Stimulus
Situation Try Unrewarded
(Need good-
looking jeans)
Brand C Baggy in seat

Try Reward
Brand D 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)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning
 Reinforcement
Positive Reinforcement: Negative Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the likelihood outcomes that serve to
of a specific response encourage a specific
behavior
Example: Ad showing
beautiful hair as a Example: Ad showing
reinforcement to buy wrinkled (smooth) skin as
shampoo reinforcement to buy skin
cream
 A process by which
individuals observe the
behavior of others, and
Observational consequences of such
Learning behavior. Also known as
modeling or vicarious
(observational)
learning.
 Model or observational learning

Consumers often observe how others behave

in response to certain situations (stimuli) and
the ensuing (subsequent) results
(reinforcement) that occur
&
The imitate (model) the positively reinforced
behavior when faced with similar situations.
Consumers
Learn by
Modeling
 Holds that the kind of
learning most
characteristic of human
Cognitive
beings is problem solving,
Learning Theory
which enables individuals
to gain some control over
their environment.
Appeal to
Cognitive
Processing
 A cognitive theory of
human learning patterned
after computer information
Information processing that focuses on
Processing how information is stored
in human memory and how
it is retrieved.
 Information Processing and Memory
Stores

Working
Sensory Memory Long-
Sensory
Input (Short- term
Store Rehearsal Encoding
term Store Retrieval
Store)

Forgotten; Forgotten; Forgotten;

lost lost unavailable
 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

Decision- Innovation Innovation

Promotional Tricomponen Making Adoption Decision
Model t Model Model Model Process
Attention Cognitive Awareness Awareness
Sequential Knowledge
Stages Knowledge
of Interest Affective Interest
Processing Desire Evaluation Evaluation Persuasion
Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation
 A theory of consumer
learning which postulates
that consumers engage in a
Involvement range of information
Theory processing activity from
extensive to limited problem
solving, depending on the
relevance of the purchase.
Click to edit Master text styles
Second level
● Third level

● Fourth level

● Fifth level
Figure 7.14 Split Brain Theory
• Right/ Left Brain
Hemispheres
specialize in certain
functions
Encouraging
Right and
Left Brain
Processing
 Issues in Involvement Theory

Involvement Theory and Media Strategy

Involvement Theory and Consumer
Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
 A theory that proposes that highly
involved consumers are best
Central and reached through ads that focus on
Peripheral the specific attributes of the
product (the central route) while
Routes to uninvolved consumers can be
Persuasion attracted through peripheral
advertising cues such as the model
or the setting (the peripheral route).
 A theory that suggests that a
person’s level of
Elaboration involvement during message
Likelihood processing is a critical factor
Model (ELM) in determining which route
to persuasion is likely to be
effective.
Peripheral
Route to
Persuasion
Unexpected Headline Metaphor
Increases Impact
The Elaboration Likelihood Model

Involvement
HIGH LOW

Central Peripheral
Route Route

Message Peripheral
Arguments Cues
Influence Influence
Attitudes 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
 Starch
Readership
Scores Measure
Learning
 Phases of Brand Loyalty

Cognitive
Affective
Conative
Action
Brand Loyalty As A Function of
Relative Attitude and Patronage
Behavior

Repeat Patronage
High Low
Latent
High Loyalty
Relative Loyalty
Attitude Spurious No
Low
Loyalty Loyalty
Thank You!