Consumer Learning

Objectives
 Idea about learning?
 Types of learning .
 Understanding the theories of learning
Classical conditioning
Instrumental Conditioning
Cognitive learning
 Marketing Implication
 Basic idea about memory
 Learning
A relatively permanent change in an organism’s
behavior due to experience

How do we learn? Association

We connect events that occur in sequence

Why does
Dentist = Pain?
 Consumer Learning
A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply
to future related behaviour.

 Importance of learning

 Marketers must teach consumers:

◦ where to buy
◦ how to use
◦ how to maintain
◦ how to dispose of products
 Learning Processes
Intentional
◦ learning acquired as a result of a careful
search for information

 Incidental
learning acquired by accident or without
much effort
 Learning Theories

 Behavioural Theories:  Cognitive Theories:

Theories based on the A theory of learning
premise that learning based on mental
takes place as the result information
of observable processing, often in
responses to external response to problem
stimuli. Also known as solving.
stimulus response
theory.
 Learning Theories
 Classical Conditioning
 Instrumental Conditioning
 Cognitive Learning
 Modeling or Observational Learning
 Elements of Learning Theories
 Motivation: Unfilled needs lead to motivation

 Cues : Stimuli that direct motives

 Response: Consumer reaction to a drive or cue

 Reinforcement : positive and negative outcome that

increases the likelihood that a response will occur in
the future as a result of a cue
Behavioral Learning

Operant Conditioning
Classical Conditioning It is a type of learning in
It is a process of which an individual's
behavior modification behavior is modified by
made famous by Ivan its antecedents and
Pavlov and his consequences.
experiments conducted
with dogs.
B.F Skinner
Ivan Pavlov
Types of Conditioning

Classical Operant
Process of associating Process of associating
two stimuli a response & its
consequence

Lightening

Pulling candy machine

lever

Thunder

Delivery of candy bar

 Classical Conditioning
Short Biography
20 years studying digestive system
30 years studying learning
1904 Nobel Prize in Medicine

Noticed that dogs would

drool in anticipation
of food.
What were dogs
thinking or feeling?

Ivan Pavlov
 Classical Conditioning

Ivan Pavlov
Will the dog learn to associate
the arrival of food with a neutral
stimulus (e.g., a bell)?
 Classical Conditioning
Terms
Unconditioned Response
Unconditioned Stimulus
Conditioned Response
Conditioned Stimulus

UCR - drool in response to food (not learned)

UCS - food (triggers drool reflex)
CR - drool in response to sound of bell (learned)
CS - sound of bell (triggers drool reflex)
Conditioning Process
Acquisition - initial learning of the response
(Is Before better than After?)

Extinction - decrease in CR without CS

Spontaneous Recovery - reappearance of the
CR after some time period

Generalization - tendency to respond to similar

CS (e.g., a similar sounding bell)

Discrimination - learned ability to distinguish

between the CS and other stimuli
 Classical Conditioning
 Classical conditioning is the learning of associations
among events that allows us to anticipate and
represent our environment.
 Application
 Pepsi and Coke have strategically placed and associated their products with
all the above Unconditioned Stimuli like heat, sports, etc repeatedly.
 branding like “Thanda Matlab Coca Cola”.
 Conditioned Stimulus which is placed along with the Unconditioned Stimuli

every time (the sponsorships for major sporting events).

 Over time the Conditioned Stimulus (Cola drink) becomes a signal for the
arrival of the Unconditioned Stimulus (heat, dehydration) for the brain
 we feel thirsty just by seeing a big poster of Coke or Pepsi without actually

experiencing any of the above environmental or physical factors.

 Thus, we don’t only have a Coke/Pepsi when we are thirsty, we feel thirsty
when we see a Coke/Pepsi!
 Repetition
 Repetition increases strength of associations and
slows forgetting but over time may result in
advertising wearout.
 Cosmetic variations reduce satiation.
 Signs, symbols, logos, colours and jingles help

facilitate consumer learning through the process of

association
 Stimulus Generalization

 Having the same response to slightly different stimuli

 Helps “me-too” products to succeed

 Marketing applications
◦ Product Line, Form and Category Extensions
◦ Family Branding
◦ Licensing
◦ Generalizing Usage Situations
 Ex: Puma vs. Pama
 Stimulus Discrimination
 Selection of a specific stimulus from similar stimuli
 The ability to discriminate a specific stimulus from among
similar stimuli because of perceived differences.

 opposite of stimulus generalization

 USP, the marketer tries to differentiate his product from

the competitors by focusing on a feature or an attribute
that is important, valuable and meaningful to the
consumer.
 Instrumental (Operant) Conditioning
 An American psychologist Skinner in1950s, he
emphasized on the role that ‘consequences’ have to play
on the process of learning.

 He spoke of a response-stimulus connection, (Response

→ Stimulus) or (R-S), rather than the S-R connection as
proposed by Pavlov.

 learning based on a trial-and-error process, with habits

forced as the result of positive experiences
(reinforcement)
 Instrumental Conditioning
 A favorable experience is instrumental in teaching the
individual to repeat a specific behaviour.

 The theory of operant or instrumental conditioning

highlighted the impact that reinforcement has on
learning
 Reinforcement

 Negative
 Positive
Reinforcement: Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the outcomes that serve to
likelihood of a specific encourage a specific
response behaviour
 Example: Ad showing
Example: Ad showing
beautiful hair as a wrinkled skin as
reinforcement to buy
reinforcement to buy
shampoo
skin cream
Concept of Reinforcement
 Positive Reinforcement
  a pleasant event is applied after the act of behavior

 It 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 Reinforcement
   outcome is a bad thing that happens which

encourages a behavior
 the act of behavior is followed by unpleasant

consequences; The individual is punished for his

behavior, thereby discouraging repetition of the
response
 buy Peposodent in order to avoid a negative

consequence (tooth decay)

Extinction
 a pleasant event is withdrawn after the act of behavior;.
 The individual is neither rewarded nor punished for his

behavior, thereby discouraging repetition of the

response.
The link is eliminated between stimulus and reward
 The brand is always on sale, like “50% off” or “Flat 50%
off+49% off”
 If the response, is forgotten it can be brought back just by

remembering.
 If it is extinct, it is unlearned. The link between the stimulus

and the response is destroyed.

Instrumental Conditioning and Marketing
 Marketers will often use random reinforcement as a bonus for
the customer and fixed reinforcement as loyalty points or
rewards.

 Make the product the ultimate reward

 Provide samples and free trials
 Provide non-product incentives
 follow relationship marketing
 Cognitive Learning Theory
 Learning through problem solving, which enables individuals to
gain some control over their environment.

 Learning
 Bruner said anybody can learn anything, at any age, provided
it is stated in terms they can understand

 Three types:
◦ Observational learning
◦ Route Learning
◦ Reasoning
 Observational Learning
 individuals learn by observing the behaviour of others, and
consequences of such behaviour.
 Also known as modeling or vicarious learning.
 A process by which individuals learn behavior by observing
the behavior of others and the consequences of such behavior
 A process by which
individuals
observe how
others behave in
Observational response to certain
Learning stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
The consumer
observes a
positive
response by
two teens.
 Iconic Route Learning
 Learning concepts through simple repetition
◦ Repeated ads teach consumers about a product’s
attributes
 Reasoning
 Highest level of cognitive learning
 Involves creative thinking
 Depends on how information is processed and stored
Rehearsal and Learning
 Rehearsal is repeating the information or relating it to
other information.
 Rehearsal makes the information available for short

term memory so that the encoding can happen.

 Encoding is the process where a word or visual image

is selected to represent a perceived object.

Three main stages of memory

Stimulus
information

encoding
SENSORY attention SHORT- LONG-
MEMORY TERM TERM
retrieval
MEMORY MEMORY

rehearsal

Information Forgetting Extinction

ignored forgetting
 Retention
 Information is stored in long-term
memory
◦ Episodically: by the order in which
it is acquired
◦ Semantically: according to
significant concepts
Information processing and Involvement Theory
 Central and Peripheral Routes to Persuasion
◦ highly involved consumers are best reached
through ads that focus on the specific attributes of
the product (the central route)
◦ uninvolved consumers can be attracted through
peripheral advertising cues such as the model or the
setting (the peripheral route).
Elaboration Likelihood Model (ELM)
a person’s level of involvement during
message processing determines which route
to persuasion is likely to be effective
The Elaboration Likelihood Model
Involvement
LOW
HIGH

Peripheral
Central Route
Route

Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
Cognitive Learning and Marketing Strategy
 Use route learning to teach consumers
about the brand
 Use reasoning or problem solving for
complex or high-involvement products
 Use modelling to extinguish negative
behaviour
 Use knowledge of information processing
to help consumers store, retain and retrieve
messages.
 Information Processing
• Relates to cognitive ability and the
complexity of the information
• Individuals differ in imagery – their ability
to form mental images which influences
recall
 Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding
 Models of Cognitive Learning

Decision- Innovation Innovation

Promotional Tricompetent Making Adoption Decision
Model Model Model Model Process
Attention Cognitive Awareness Awareness
Sequential Knowledge Knowledge
Stages
of Interest Affective Interest
Processing Evaluation Evaluation Persuasion
Desire
Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation
 Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving
Central and Peripheral Routes to
Persuasion
• Central route to persuasion
– For high involvement purchases
– Requires cognitive processing
• Peripheral route to persuasion
– Low involvement
– Consumer less motivated to think
– Learning through repetition, visual cues, and
holistic perception
Measures of Consumer Learning

• Recognition and Recall Measures

– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of
Brand Loyalty

7 - 51
 Brand
Loyalty
• Function of three groups of influences
– Consumer drivers
– Brand drivers
– Social drivers
• Four types of loyalty
– No loyalty
– Covetous loyalty
– Inertia loyalty
– Premium loyalty

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Harley-Davidson Has Strong
Brand Loyalty

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Reference

 http://nptel.ac.in/courses/110105029/pdf%20sahany/M
odule.6-19.pdf
 http://www.slideshare.net/bommurani/consumer-learni
ng-7596915
 http://www.slideshare.net/abhipsamishrasatpathy/

consumer-learning-46571156