CHAPTER

SEVEN

Consumer Learning
Definition and elements of Learning

1- Learning definition
2- Elements of learning

Chapter Seven Slide 2

 1- Learning definition
(a marketing perspective)

• The process by which individuals acquire

the purchase and consumption knowledge
and experience that they apply to future
related behavior.

New knowledge and experience serve

as feedback to the consumer and will
influence their future behavior.

Chapter Seven Slide 3

 2- Elements of Learning
All learning theories agree that in order for learning to occur,
four elements must be present:

Chapter Seven Slide 4

Unilever Pakistan

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BraND RELEVANCE

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Theories of Learning:
1- Behavioral learning
1/1 Classical conditioning
2/1 Instrumental (operant) conditioning
3/1 Observational learning

2- Cognitive learning

Chapter Seven Slide 10

Two Major Learning Theories

Chapter Seven Slide 11

1- Behavioral learning

Chapter Seven Slide 12

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 Models of Classical Conditioning
Figure 7-2a

S1

S2

S2

Chapter Seven Slide 14

Figure 7-2b

Chapter Seven Slide 15

SO WHAT IS IMPORTANT? BRAND
ASSOICATION: LUX WITH BEAUTY

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SAFTEY AND EMOTIONAL WELLBEING
ASSOCITAION

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 Principles of classical conditioning

• Increases the association

between the conditioned
• Repetition and unconditioned
• Stimulus stimulus
generalization • Slows the pace of
• Stimulus forgetting
• Beware: Advertising
discrimination
wear-out is a problem in
too much repetition, so
that marketers change
the ads frequently
Chapter Seven Slide 18
 Why Did Gillette Use
Two Different Ads to Advertise
the Same Product?

Repetition of the
Message with Varied Ads

The two different ads is

meant to break the
advertising wear-out.

Chapter Seven Slide 19

 Principles of classical conditioning

• Having the same

• Repetition response to slightly
• Stimulus different stimuli
generalization • Helps “me-too”
products to succeed
• Stimulus
• Useful in:
discrimination – product extensions
– family branding
– licensing

Chapter Seven Slide 20

 In Terms of Consumer Learning, Are These New
Products Likely to Succeed?

These Ads Might Induce Learning Due to the Familiar Names. The same name for the new
product. The company is confident that prior consumer learning will drive people’s
enthusiastic acceptance of the new products tied with the V8 name ( stimulus generalization,
one of the principles of classical conditioning of learning).

Chapter Seven Slide 21

 Principles of classical conditioning

• Selection of a specific
• Repetition
stimulus
• Stimulus • Opposite of stimulus
generalization generalization
• This discrimination is the
• Stimulus
basis of positioning, which
discrimination looks for unique ways to fill
needs in a competitive
market (TARANG USE OF
MUSIC AND DALDA TAG
LINE)

Chapter Seven Slide 22

What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?

The yogurt ad demonstrates

that this product is
substantially different from
other yogurts because it is “
ridiculously thick”
(stimulus discrimination).

Chapter Seven Slide 23

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1- Behavioral learning

Chapter Seven Slide 25

A Model of Instrumental Conditioning

Chapter Seven Slide 26

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 Reinforcement of Behavior

It is important to realize that both of these influence responses. 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. A 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.
Chapter Seven Slide 28
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HOW YOU ARE REWARDED?

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1- Behavioral learning

Chapter Seven Slide 33

 2- Cognitive Learning

• In Cognitive Learning,
learning involves complex
mental processing of
information
• Cognitive learning focuses
on problem solving and
consumer thinking.
• It is closely tied to
information processing and
how consumers store,
retain, and retrieve
information.

Chapter Seven Slide 34

Theoretical Models of Cognitive Learning

Decision- Innovation Innovation

Generic Promotional Tricomponent 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

Confirmation
Post-purchase Adoption
Evaluation

Chapter Seven Slide 35