LEARNING

AND MEMORY
IF WE CONSIDER THE CONSUMER AS A
TEENAGE BOY/GIRL, WHO IS FACING
ACNE PROBLEMS,

WHAT DOES HE/SHE LEARN FROM THIS

ADD ?

WHAT DOES HE/SHE TEND TO

REMEMBER AND WHY?
LEARNING- DEFINITION AND MEANING
• Learning can be defined as " a relatively
enduring change in behaviour due to
experience"
”A process by which persons acquires the
purchase and consumption knowledge and
experience that they apply to future related
behaviour”
 In Terms of Consumer Learning, Are These New Products
Likely to Succeed?

5
 These Ads Might Induce Learning
Due to the Familiar Names

6
 ELEMENTS OF LEARNING PROCESS

Drive Retention

the action of
absorbing and
continuing 
 CUE

DRIVE RESPONSE
TYPES OF LEARNING PROCESSES

ROUTINE LEARNING PROCESS

• Involves a number of sequencial steps /script

CONDITIONING PROCESS
• Behaviour becomes dependent on certain stimuli or
events in environment

OBSERVATIONAL/SOCIAL LEARNING
• Behaviour is learned through watching and
replicating others
BEHAVIOURAL
LEARNING
THEORIES
CLASSICAL
CONDITIONIN
G
CLASSICAL CONDITIONING -
DEFINITION

classical conditioning is a process in which a

previously neutral stimulus acquires the
ability to elicit a response by repeated
association with a stimulus that naturally
produces a similar response.
CONCEPTS UNDERLYING CLASSICAL
CONDITIONING

Stimulus association
-Association of CS to US
-it is considered as the learning of associations among events which will allow
the firm or organization to anticipate and represent its environment.
-Cognitive associative learning

Repetition
Stimulus Generalization

-Stimulus Generalization is the phenomenon in which stimuli similar

to a conditioned stimulus will elicit a similar response without prior
learning.

Marketing strategies adopted by manufacturers which work on

stimulus generalization are

-Product Line Extensions

-Family Branding

-Licensing
Stimulus Discrimination

-It is the process in which the organism responds only to the exact,
original conditioned stimulus and not to similar stimuli.
-opposite of stimulus generalization
APLLICATIONS OF CLASSICAL
CONDITIONING TO ADVERTISING
Other examples

• Dermi cool – “Aaya mausam thande thande Dermi cool ka”

• Fair n Lovely winter fairness cream – “Sardiyon mein
nikhar ghatega nahin badhega”
OPERANT
CONDITIONING -
DEFINITION
Operant conditioning ia a type of learning in
which the consequences of behavior lead to
changes in the probability of that behavior’s
occurrence.
OPERANT CONDITIONING
CONCEPTS
UNDERLYING OPERANT
CONDITIONING

 Shaping
 Habituation
 2 types of reinforcement
 Reinforcement of Behavior

Positive Negative
Positive outcome Negative outcome

Strengthen likelihood Encourages behavior

Positive reinforcement is a good thing that happens which rewards a

behavior – Going to the gym made you feel good so you go every other
day.

Negative outcome is a bad thing that happens which encourages a

behavior. You ate a donut every morning for breakfast so gained a lot
of weight over the past week. This causes you to go to the gym every
other day and to stop eating donuts.
Consumer Learning I Prof. Abhipsa Mishra
Strategic Applications of Instrumental Conditioning

• Customer Satisfaction (Reinforcement) – It

means that each time the customer has an
experience with the product or company, there
has been positive reinforcement

• This is the reason relationship marketing is so

important.
OBSERVATIONAL LEARNING
STAGES IN OBSERVATIONAL LEARNING PROCESS
FACTORS AFFECTING THE IMITATION OF BEHAVIOUR

Suitability

Relevance

Consistency

Reward or reinforcement
The consumer
observes a
positive
response by
two teens.
 APPLICATIONS OF LEARNING

• Recognition and Recall

• Brand Loyalty