Learning Chapter

Chapter
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.
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.
Copyright 2021 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 2
Learning
 The process by which individuals acquire the purchase and consumption

knowledge and experience that they apply to future related behavior.
 This definition of learning can be looked at more specifically. It is
important to realize that it is a process, that it changes over time as new
knowledge and experiences are gained by the consumer.
 New knowledge and experience serve as feedback to the consumer and will
influence their future behavior.
 A 1-year-old understands that the actions he's copying have a significance.
(Stiefel 2017).

Learning

We also learn through direct experiences or encounters. For example, after
burning ourselves on a hot stove we learn not to touch it again or we may
decide to avoid a particular hairdresser after receiving a terrible haircut.
Learning

In this module, we discuss the various ways in which consumers learn
about different products and services, as well as the ways in which
marketers can aid in this learning process.
5
Recognize Brands ???
6
Elements of Learning Theories
Two Major Learning Theories
Behavioural learning theories
 The basic assumption behind behavioural learning theories is that all

behaviour is learnt from the external environment and is a result of a
response to a stimulus.
 There are two major approaches to behavioural learning, they are

namely Classical conditioning and Instrumental or Operant conditioning.
 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.
9
Behavioural learning theories
 The earliest example of classical conditioning was demonstrated by Ivan
Pavlov, who was able to train dogs to salivate at the sound of a bell.
 Initially discovered by accident, Pavlov was investigating the amount of saliva

(the response) produced in dogs when presented with food (the stimulus).
 Pavlov was investigating the amount of saliva (the response) produced in dogs
when presented with food (the stimulus).
 He noticed that over time the same response occurred whenever he entered the
room, even when they were NOT bringing in food.
 He reasoned that his dog had somehow learned to associate an event or object.
 For classical conditioning to succeed, the key is repetition.
Classical Conditioning
11
Models of Classical Conditioning
Figure 7-2a
Figure 7-2b
Marketing applications of classical
conditioning
 So how can these theories be applied in the world of marketing?
 Watch the first 60 seconds of the following video which illustrates how Corona uses
emotional branding and elements of classical conditioning to associate its product
with a feeling of relaxation.
 Video: Best Emotional Branding

 https://www.youtube.com/watch?v=eVLe0xhalT8
 Beer brand Corona has had a hard time protecting its image in 2020 amid the
Coronavirus outbreak.
Corona Calls On Snoop Dogg In New Campaign - B&T (bandt.com.au)
 But with the pandemic far from being over, Corona has enlisted the help of one of the
world’s most famous personalities to repair its brand image in a new campaign out of
the US.
14
Marketing Aapplications of classical
conditioning
 Today, brands repeatedly pair various objects in their advertising to train
their consumers to think about their brand or product in a particular way.
 In the example below, Kleenex has chosen to pair a Labrador puppy with its
brand so that consumers will associate its products with attributes of softness
and strength.
 Video: Cottonelle Kleenex Toilet Paper

 https://www.youtube.com/watch?v=0t0_dopdPp4
15
Discussion Questions
 Think about a brand which you use (or see advertised) regularly and consider
the following:

Are they associated with a particular object or feeling; similar to the Kleenex
puppy?

What attributes does that object have that the brand is keen to associate with?

Why do you think that is?
16
 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.
Strategic Applications of
1. Repetition
2. Stimulus Generalization
3. Stimulus Discrimination
18
1. Repetition For the association between the unconditioned and the
conditioned stimuli to become strong, the exposure to the pairing must be
repeated.
The repetition is important so that the association is remembered by the
subject.
Increases the association between the conditioned and unconditioned
stimulus
Slows the pace of forgetting
Advertising wearout is a problem
19
2. Stimulus generalization is a concept which is closely related to
classical conditioning. Stimulus generalization occurs when the response to a
conditioned stimulus can be evoked from a similar stimulus.
In a marketing context, the concept of stimulus generalization can be used in a

variety of contexts.
One example is the presence of copycat brands. Copycat brands tend to imitate
the appearance (and in many instances; the packaging) of a popular brand.
One of the reasons why copycat brands are so successful is that they are able
to leverage off the positive perceptions of quality, as well as the awareness that
established manufacturer brands have built up over time.
20
Stimulus generalization
 For example, global discount supermarket brand ALDI stresses how it

stocks quality at incredibly low prices.
 this perception of quality is further emphasized through the similar
packaging of its products to the more popular manufacturer brands
available in the market, as shown in some of their sample adverts below.
 Video: ALDI - Switch and Save Hairspray

 Video: ALDI - Switch and Save Dog Food
 https://www.youtube.com/watch?v=-1r_i88A_Ng
 Other examples of stimulus generalization include :
 Brand and line extensions, Licensing, form extension,
21
Stimulus Generalization
 Product Line extension the marketers add related products to an already

established brand, knowing that the new products are more likely to be
adopted when they are associated with a known and trusted brand name.
 Line extension is adding new flavors, forms, ingredient to existing product.
 Harley Davidson uses its brand name to sell not only motorcycles, but its
own line of apparel such as leather jackets.
22
 Form Extension when marketer offers same variant of product to satisfy

same need.
23
 Brand extension is extending existing brand name to new

product category.
24
 Family Branding the practice of marketing a whole line of

company product under the same brand name; is another
strategy that capitalize favorable brand associations from
product to another.
25
 Licensing
 Brands purchase ‘licensing rights’ to use a popular brand on their products.
For example, Mcdonalds, KFC.
26
Which Concept of Behavioral Learning Applies
to the Introduction of These Products?
What Is the Name of the Marketing Application Featured Here
and Which Concept of Behavioral Learning Is It Based On?
Product Category Extension
31
3. Stimulus discrimination Selection of a specific stimulus from similar
stimuli
Opposite of stimulus generalization
This discrimination is the basis of positioning which looks for unique ways to
fill needs
32
What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?
Stimulus Discrimination
34
Stimulus Discrimination
35
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.
 Instrumental or operant conditioning occurs when an individual learns to
perform behaviors based on the rewards attained (positive reinforcement) or
to avoid punishment (negative reinforcement).
 Another illustration of every day instrumental conditioning is when parents
condition their kids by rewarding them for good behaviour and punishing
them for bad behaviour. Over time, the child learns that certain behaviours
will result in punishment (e.g. being rude to someone will result in their
favourite toy getting confiscated), whereas other behaviours will result in
rewards (e.g. doing well in a test will result in a new video game).
36
A Model of Instrumental Conditioning
Figure 7.9
Reinforcement of Behavior
 Reinforcement Theory :This theory posits that behavior is the function of its
consequences, which means an individual develops a behavior after
performing certain actions.
 An individual is likely to repeat those actions having the positive
consequences, and will avoid those behaviors that result in negative or
unpleasant outcomes.
 Forms of instrumental learning
 In marketing, instrumental learning can occur in the following ways
(Solomon 2014) :
38
 Positive Reinforcement – a reward is attained when an appropriate behavior

is performed.
 Negative Reinforcement -– describes the absence of a reward when an
appropriate behavior is not performed. Or un pleasant outcome/
consequences that serves to encourage a specific behavior.
 Fear appeals in advertisement is example of negative consequences.
 Extinction – When a learned behavior is no longer reinforced, it diminish to

the point of extinction. The link is eliminated between stimulus and reward.
 Forgetting – The reinforcement is forgotten.
39
 Positive Reinforcement : Example, Many companies encourage customers to buy
more, using loyalty programs for example, which allow customers to earn points to
exchange for gifts when they spend a certain amount. The customers learns that the
more they buy, the more they will be rewarded.
 Using a shampoo that leaves your hair feel silky shinny and clean is likely to result in
repeat purchase of shampoo.
40
 Negative reinforcement For example, skin care companies regularly show

consumers what will happen if they do not use their products for dry skin (the
presence of wrinkles). The brand stresses how negative outcomes can be avoided by
the purchase or use of their product. In this scenario, the customer has yet to
experience the negative outcome.
 For example, Insurance advertisement rely on negative reinforcement to encourage
the purchase of life insurance. The ads warns husbands of dire consequences to their
wives and kids in the event of sudden death.
 Punishment For Example An advertisement for a postal service may state the
following: “Why do you keep choosing Brand X postal service where your parcel
always arrive late, damaged or both? Choose Brand Y, where we guarantee that your
parcels will arrive safe and on time!”
41
Instrumental Conditioning
 Customer Satisfaction (Reinforcement)
 Reinforcement Schedules
 Shaping
 Instrument Conditioning and Brand Relationship
 Variety Seeking and Instrumental Conditioning
 Massed versus Distributed Learning
Reinforcement Schedules
 Psychologists have identified three types of reinforcement schedule;
 Total or Continuous Reinforcement: An example of total or continuous

reinforcement schedule is the free after-dinner drink or fruit plate always
served to patrons at certain restaurants. The basic product or service rendered
is expected to provide total satisfaction (reinforcement) each time it is used.
 Systematic (Fixed Ratio) Reinforcement A fixed ratio reinforcement
schedule provides reinforcement every nth time the product or service is
purchased. (Say every third time).
 Random or Variable Ratio Reinforcement This schedule rewards
consumers on a random basis or an average frequency basis (such as every
third or tenth transaction).
43
 Shaping Reinforcement performed before the desired consumer behavior
actually takes place is called shaping. Shaping increases the probabilities,
that certain desired consumer behavior will occur.
 For example : Raju Omlet restaurant in Dubai, who was specialized in egg
preparation, before starting the restaurant offered free food to customers.
 For example: Some retailers offers loss leaders-popular products at severely

discounted prices. Since those customers are likely to buy more products at
store at the store rather than buy the discounted items.
44
Reinforcement Schedules
 Massed versus Distributed Learning Timing has an important influence

on consumer learning. Should a learning schedule be spread out over a
period of time (distributed learning), or should it be “bunched up” all at
once (massed learning)? The question is important for advertisers planning
a media schedule.
 Massed learning is important when marketers initially launched the product
in market, as it helps quick consumer learning for products.
 Distributed learning effectively works when marketers ensures repeat
purchases over the long period of time.
45
 Variety seeking and Instrumental conditioning: Companies, such as P
& G , Uniliver and Candy Land, Halal and BP offers variety of sub
brands, to enable consumers to choose specific brands according to need
at a given point of time .Even choose brands to suit specific situations.
 A brand offering Variety seeking activity as a reward.
46
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.
 Advertiser recognize the importance of learning in selection of models for
ad.
 If consumer sees an advertisement that depicts social success as the outcome
of using a certain brand of shampoo, she/he will want to buy it.
 https://www.youtube.com/watch?v=GN__ySWw0ac
 https://www.youtube.com/watch?v=a3ortaLVPLY
 https://www.youtube.com/watch?v=6CkEp41o8tQ
 https://www.youtube.com/watch?v=J_2epVPHjII
 Sometimes the ad depicts the negative consequences for certain types of
behavior; smoking, driving too fast or taking drugs. By observing actions and
resulting consequences consumers learn wat is appropriate and inappropriate
behavior.
47
Observational Learning (modeling or
vicarious learning)
 Marketers adopt cognitive learning principles in the form of modelling which

describes the process of imitating the behaviour of others. In particular,
observational learning in the form of modelling occurs when the following
four conditions are met:
1. The consumer’s attention must be directed to the appropriate model who,

for reasons of attractiveness, competence, status or similarity, it is
desirable to emulate.
2. The consumer must remember what is said or done by the model.
3. The consumer must convert this information into actions.
4. The consumer must be motivated to perform these actions. “
48
Observational Learning (modeling or
vicarious learning)
 Role models
 One example of observational learning is when marketers use celebrities to
endorse their products and services.
 The effectiveness of these celebrity endorsements are dependent on whether
the consumers see these celebrities as role models.
 Choosing celebrity endorsers which are attractive, credible and have the
expertise to act as a spokesperson or advocate for a brand is crucial for this
type of learning to be successful.
49
Information Processing and
Cognitive Learning
 Not all learning take place as result of repeated trials.
 A considerable amount of learning takes place as a result of consumer
thinking and problem solving.
 When confronted with problem, we are likely to search for information on
which to base the solution and carefully evaluate the learned alternative to
make the best decision.
 Learning based on mental activity is called cognitive learning.
50
Cognitive Learning
 Cognitive Learning
 Learning involves complex
mental processing of
information
 Emphasizes the role of
motivation
Cognitive Learning
52
Information Processing and Memory
Stores - Figure 7.10
 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?
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
Consumer Involvement and Passive
Learning
 Definitions and Measures of Involvement
 Marketing Applications of Involvement
 Central and Peripheral Routes to Persuasion
 Hemispheral Lateralization and Passive Learning
Consumer Involvement and Passive
Learning
 Consumer involvement is focused on degree of personal relevance that the
product or purchase holds for that consumer.
 High involvement purchases are very important to the consumer and thus
provoke extensive problem solving and information processing.
 Example: An automobile and dandruff shampoo both may represent high
involvement purchase.
 Low-involvement purchases are not very important to the consumer, hold
little relevance, have little perceived risk, and have limited information
processing.
57
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
Marketing Applications of Involvement
 Marketers want consumers to be involved with their brands and products.

Advertisers are always searching for ways to do this including;
 Ads in video games Many advertiser place ads and products in online video
games. Research contend that consumers who were highly involved in sports
program watched recalled commercials significantly better than less
involved with the program.
 Sensory appeals in ads to get more attention
 Novel stimuli
 Celebrity Endorsement
 Forging bonds and relationships with consumers
Hemispheral Lateralization and
Passive Learning
 Hemispheric lateralization or split brain theory, originated in 1960s.
 The premise of split brain theory is that the human brain is divided into two
distinct cerebral hemispheres, rights hemisphere and left hemisphere.
 That operate together but “specialize” in the kinds of cognition they
process.
 The left hemisphere is the center of human language; primarily
responsible for reading, speaking and attributional information processing.
 The right hemisphere of brain is the home of spatial perception and non
verbal concepts.
 Left Brain  Right Brain
o Rational o Emotional
o Active o Metaphoric
o Impulsive
o Realistic
o Intuitive
60
Passive Learning and Media Strategy
 When consumer watch advertisement on TV, they passively process and store
right brain information- that is without active involvement. Because TV is
primarily a pictorial medium, TV viewing is considered as right brain
activity and TV itself is therefore considered a low involvement medium.
 Whereas the print media (e.g., news papers and magazines) consist of verbal
information that is processed by the brain’s left side; thus these media are
considered high involvement media.
 Right and left hemispheres of the brain process different types of cues, they
do not operate independently of each other but work together to process
information.
 Some individuals are integrated processors (they readily engage both
hemisphere during information processing).
What Is the Name of the Learning Theory Concept
Featured in This Ad and How Is It Applied to Air
Travel?
Hemispheric Lateralization
Both Sides of the Brain are Involved in Decision
Measures of Consumer Learning
Brand Loyalty
 Recognition and Recall Measures
 Brand Loyalty
 Recognition and recall tests determine whether consumers remember seeing

an ad and the extent to which they can recall the ad. The researcher can use
aided recall, which would rely on recognition as opposed to unaided recall.
Brand Loyalty
Brand Equity – the value inherent in

a well-known brand name
Brand Loyalty
Brand loyalty is also a measure of consumer learning. Ideally, it is the

outcome of learning where the consumer now knows the best choice to make
each time. Brand loyalty includes attitudes and behaviors toward the brand.
Behavior measures are observable whereas attitudinal measures are concerned
with the consumers’ feelings about the brand. On this chart, we see an
integrated conceptual framework which views loyalty as a function of three
factors or influences upon the consumer. These three factors can lead to the
four types of loyalty including no loyalty, covetous loyalty, which is no
purchase but a strong attachment to the brand, inertia loyalty, which is
purchasing the brand out of habit or convenience with no attachment, or
premium loyalty, which is a high attachment to the brand. Brand equity reflects
brand loyalty and together they lead to increased market share and greater
profits for the firm.
66
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Chapter

1. To Understand the Process and Four Elements of Consumer Learning.

 The process by which individuals acquire the purchase and consumption

 The basic assumption behind behavioural learning theories is that all

 There are two major approaches to behavioural learning, they are

 A behavioral learning theory according to which a stimulus is paired with

 Initially discovered by accident, Pavlov was investigating the amount of saliva

 For classical conditioning to succeed, the key is repetition.

 Video: Best Emotional Branding

 Video: Cottonelle Kleenex Toilet Paper

 For Coca-Cola or another

In a marketing context, the concept of stimulus generalization can be used in a

 For example, global discount supermarket brand ALDI stresses how it

 Video: ALDI - Switch and Save Hairspray

 Other examples of stimulus generalization include :

 Brand and line extensions, Licensing, form extension,

 Product Line extension the marketers add related products to an already

 Form Extension when marketer offers same variant of product to satisfy

 Brand extension is extending existing brand name to new

 Family Branding the practice of marketing a whole line of

 A behavioral theory of learning based on a trial-and-error process, with

 Positive Reinforcement – a reward is attained when an appropriate behavior

 Extinction – When a learned behavior is no longer reinforced, it diminish to

 Negative reinforcement For example, skin care companies regularly show

 Total or Continuous Reinforcement: An example of total or continuous

 For example: Some retailers offers loss leaders-popular products at severely

 Massed versus Distributed Learning Timing has an important influence

 Marketers adopt cognitive learning principles in the form of modelling which

1. The consumer’s attention must be directed to the appropriate model who,

Decision- Innovation Innovation

 Marketers want consumers to be involved with their brands and products.

 Recognition and recall tests determine whether consumers remember seeing

Brand Equity – the value inherent in

Brand loyalty is also a measure of consumer learning. Ideally, it is the

Copyright © 2021 Pearson Education, Inc. Publishing as

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