Consumer Learning

1
 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.
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.
2
 Importance of Learning

Marketers must teach consumers:

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

4
 Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
Learning is a relatively permanent change in behavior
caused by experience
it continually evolves and changes as a result of newly
acquired knowledge or from actual experience
Incidental learning: casual, unintentional acquisition
of knowledge
5
 Elements of Learning Theories

Unfilled needs lead to motivation

Motivation The degree of relevance, or involvement
Uncovering consumer motives

Stimuli that direct motives

Cues Cues serve to direct consumer drives when they are consistent
with their expectations.

Consumer reaction to a drive or cue

Response A need or motive may evoke a whole variety of responses

Increases the likelihood that a response will occur in the future

Reinforcement as a result of a cue

6
 Two Major Learning Theories

Behavioral Learning Cognitive Learning

Based on Learning based on

observable mental
behaviors information
(responses) that processing
occur as the result Often in response
of exposure to to problem solving
stimuli

7
 Behavioral Learning Theories
Behavioral learning theories: assume that
learning takes place as the result of responses
to external events.

8
Types of Behavioral Learning Theories
Classical conditioning: a
stimulus that elicits a
response is paired with
another stimulus that
initially does not elicit a
response on its own.
Instrumental conditioning (also,
operant conditioning): the
individual learns to perform
behaviors that produce
positive outcomes and to
avoid those that yield negative
outcomes.

9
 Models of Classical Conditioning

Before Conditioning
The unconditioned stimulus reflexively causes the unconditioned response. CB2016\cocacola.mp4
The neutral/conditioned stimulus does not do anything.
During Conditioning
The neutral/conditioned stimulus is presented just before the unconditioned stimulus, building an association between the two.
After Conditioning
The neutral/conditioned stimulus will automatically cause the conditioned response (former unconditioned response).
10
 Applications of Classical Conditioning
Communications--advertising, public relations,
Goal: identify powerful positive stimulus and
associate brand with it.
Examples of powerful, emotion causing stimuli:
beautiful, sexy people
patriotic themes, religious symbols
Music, beautiful scenes
Also, negative stimuli can be associated with
competitors.
Requires repetition to make the association stick
Brand association-Dilemma of retaining or dissociating
11
 Strategic Applications of
Classical Conditioning
Increases the association between the
Basic Concepts conditioned and unconditioned
Repetition stimulus (mere exposure effect, truth effect)
Stimulus Length and pattern of information
exposure during repetition (massed vs
generalization spaced advertising)

Stimulus Advertising wearout is a problem

(cosmetic variations or substantive
discrimination
variations)-Habituation or counter arguing
No. of exposures required

12
Many organisations use this strategy to associate their
products with an emotion or action to help sell their
products or differentiate their brand.
-Metaphor, simile, analogy
Mental completion
Visual imagery
Ludicrous juxtaposition( placing two incongruent things
together)
What comes to mind when you see or hear these
slogans:

13
 Strategic Applications of
Classical Conditioning
Basic Concepts Having the same
response to slightly
Repetition different stimuli
Stimulus Helps me-too
generalization products to succeed
Useful in:
Stimulus product extensions
discrimination family branding
Licensing

14
 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
skinn by titan.mp4
 Instrumental Conditioning
The process where an individual learns to perform behaviours that
produce positive outcomes and avoid those that yield negative outcomes.
In Classical theory, conditioning happens through reflex and the person is affected
without doing anything. With instrumental the person or animal must take an
action that has a consequence for the conditioning to occur.
Positive reinforcement : the process where rewards provided by the environment strengthen responses to
stimuli
Negative reinforcement : the process where the environment weakens responses to stimuli so that
inappropriate behaviour is avoided
Punishment the learning that occurs when a response is followed by unpleasant events
Extinction occurs when there is no reinforcement.

Operation Performed after Name Effect

Behaviour
Present positive consequences Positive reinforcement Increases the probability of
behaviour
Remove aversive consequences Negative reinforcement Increases the probability of
behaviour
Neutral consequences occur Extinction Decreases the probability of
behaviour
Present aversive consequences Punishment Decreases the probability of
behaviour

16
Strategic Applications of Instrumental Conditioning
Companies attempt to provide their customers with products and services
that satisfy their needs and reward them to reinforce the probability of
repeat purchase.

Customer Satisfaction (Reinforcement)

Reinforcement Schedules- Total (continuous),
systematic (fixed ratio), variable (random)
Shaping (reinforcement performed before the desired consumer
behaviour actually takes place). It increases the probability that certain
desired behaviour will take place.
-Discriminative stimuli-the mere presence or absence of certain stimuli can
serve to change the probabilities of behaviour, can be presented before a
behaviour and can influence whether the behaviour occurs.

Massed versus Distributed Learning (spread of

learning schedule)
17
 Observational Learning (modelling or
vicarious learning)
A process by which individuals learn behavior
by observing the behavior of others and the
consequences of such behavior

Model performs behaviour and experiences consequences

Observer sees modelled behaviour and consequences
Observer performance of modelled behaviour may increase or decrease,
depending on modelled consequences
Developing New Responses Rapido connected wear.avi
Inhibiting Undesired Responses Hong kong.avi
Response Facilitation (not only to illustrate the uses of a product but also
to show what types of people use it and in what settings)

18
Factors Influencing Modelling Effectiveness

Model and modelled behaviour characteristics

Observer characteristics and
Characteristics of modelled consequences.
-Do you think that models used in ads and commercials have
negative effects on womens body images?
-Do you think this causes problems like eating disorders and low
self-esteem?
-Do you think it is appropriate to use computer enhanced
models to sell fashions, exercise clothing and equipment and
cosmetic surgery?
19
 Information Processing and
Cognitive Learning
Cognitive Learning
Learning involves complex mental processing of
information
Emphasizes the role of motivation and mental
processes in producing a desired response
For marketers memory has been long relied on to
persuade the buying behaviour, use of cues to make
the consumer remember their past and experience a
level of nostalgia. Maggi.mp4
(Nostalgia and the 5 senses.How?)

20
Information Processing and Memory
Stores

21
 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

22
 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

23
 Marketing Applications of
Involvement
Ads in video games
Avatars-animated, virtual reality graphical
figures representing people.
Sensory appeals in ads to get more
attention
Forging bonds and relationships with
consumers

24