Consumer Learning

Consumer Learning

A process by which individuals acquire

the purchase and consumption
knowledge and experience that they
apply to future related behaviour.
 Learning Theories
 Behavioural Theories:  Cognitive Theories:
Theories based on the
premise that learning
takes place as the result
of observable responses
to external stimuli.
Also known as
stimulus response
theory.
A theory of learning
based on mental
information
processing, often in
response to problem
solving.
Behavioural Learning Theories

 ClassicalConditioning
 Instrumental Conditioning
 Modeling or Observational Learning
 Classical Conditioning

 Pairing a stimulus with another stimulus

that elicits a known response to produce the
same response when used alone.
Classical conditioning – cont’d

 Classical conditioning is the learning of

associations among events that allows us to
anticipate and represent our environment.
 From this viewpoint, classical conditioning
is not reflexive action, but rather the
acquisition of new knowledge
Strategic Applications of Classical
Conditioning
 Repetition
 Stimulus Generalization
– The inability to perceive differences
between slightly dissimilar stimuli.
 Stimulus Discrimination
 Repetition

 Repetition increases strength of

associations and slows forgetting
 but over time may result in
advertising wearout.
 Cosmetic variations reduce
satiation.
 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.
 Stimulus Generalization

 The inability to perceive differences

between slightly dissimilar stimuli.
 Marketing applications
– Product Line, Form and Category
Extensions
– Family Branding
– Licensing
– Generalizing Usage Situations
 Stimulus Discrimination

 The ability to select a specific stimulus

from among similar stimuli because of
perceived differences.
 Instrumental (Operant)
Conditioning
 learning based on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)
 Instrumental Conditioning

 Consumers learn by means of trial and error

process in which some purchase behaviours
result in more favorable outcomes (rewards)
than other purchase behaviours.
 A favorable experience is instrumental in
teaching the individual to repeat a specific
behaviour.
Instrumental Conditioning and
Marketing

 Make the product the ultimate reward

 Provide samples and free trials
 Provide non-product rewards
 Practice relationship marketing
 Reinforcement Schedules
– Shaping
 Massed versus Distributed Learning
 Observational Learning

 individuals learn by observing the

behaviour of others, and consequences of
such behaviour.
 Also known as modeling or vicarious
learning.
 Human Memory

Sensory
Input
Sensory Store R Working Memory Long Term Store
e (Short Term Store) E Retri
h n eval
e c
a o
r d
s i
a n
l g

Copyright © 2006 Pearson Education Canada Inc. 6-19