CHAPTER

SEVEN

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.

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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

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Two Major Learning Theories

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 Behavioral Learning

• Classical Conditioning
• Instrumental (Operant) Conditioning

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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
Basic Concepts
• Repetition • Increases the
• Stimulus association between the
conditioned and
generalization
unconditioned stimulus
• Stimulus • Slows the pace of
discrimination forgetting
• Advertising wearout is a
problem

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 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

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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
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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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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A Model of Instrumental Conditioning
Figure 7.9

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 Reinforcement of Behavior

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 Reinforcement of Behavior

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 Strategic Applications of
Instrumental Conditioning
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

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Copyright 2010 Pearson Education, Inc. Chapter Seven Slide 28
 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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 Theoretical Models of Cognitive
Learning - Table 7.1

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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 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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Copyright 2010 Pearson Education, Inc. Chapter Seven Slide 34
 Measuring Involvement with an
Advertisement - Table 7.3
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 didn’t 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

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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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 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.

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