Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
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The Elements of Consumer Learning
Behavioral Learning Theories
Cognitive Learning Theory
Measures of Consumer Learning
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The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
Marketers must teach consumers:
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where to buy
how to use
how to maintain
how to dispose of products
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Behavioral Theories
 Based on observable
behaviors (responses) that
occur as the result of
exposure to stimuli
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Cognitive Theories
 Learning based on
mental information
processing
 Often in response to
problem solving
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Motivation
Cues
Response
Reinforcement
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Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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.
We now associate
this product with
strength.
Basic Concepts
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Repetition
Increases the
association between the
conditioned and
unconditioned stimulus
 Slows the pace of
forgetting
 Advertising wearout is
a problem
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Basic Concepts
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Stimulus
generalization
Having the same
response to slightly
different stimuli
 Helps “me-too”
products to succeed
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Basic Concepts
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Stimulus
generalization
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Useful in product extensions
 Line extension
 Form extension
 Category extension
Basic Concepts
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Stimulus
generalization
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Family brand
 Marketing a whole line of company
products under the same brand
name
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Retail Private Brand
Licensed brand
Basic Concepts
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Stimulus
discrimination
Selection of a specific
stimulus from similar
stimuli
 This discrimination is
the basis of positioning
which looks for unique
ways to fill needs
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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.
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Positive
Negative
Forgetting
Extinction
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Customer Satisfaction (Reinforcement)
Reinforcement Schedules
 Total (continuous)
 Systematic (fixed ratio)
 Random (variable ratio)
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Shaping
Massed versus Distributed Learning
Observational
Learning
A process by which
individuals observe
how others behave in
response to certain
stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
Cognitive
Learning
Theory
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.
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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 and Memory
Stores - Figure 7.14
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Movement from short-term to long-term
storage depends on
 Rehearsal
 Encoding
Table 7.1 Models of Cognitive Learning
Sequential
Stages
of Processing
Promotional
Model
Tricompetent
Model
DecisionMaking Model
Attention
Cognitive
Awareness
Knowledge
Interest
Desire
Affective
Action
Conative
Evaluation
Purchase
Postpurchase
Evaluation
Innovation
Adoption
Model
Innovation
Decision
Process
Awareness
Knowledge
Interest
Evaluation
Persuasion
Trial
Adoption
Decision
Confirmation
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Consumer Relevance
Central and Peripheral Routes to Persuasion
Measure of Involvement
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Involvement depends
on degree of personal
relevance.
High involvement is:
 Very important to the
consumer
 Provokes extensive
problem solving
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Central route to persuasion
 For high involvement purchases
 Requires cognitive processing
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Peripheral route to persuasion
 Low involvement
 Consumer less motivated to think
 Learning through repetition, visual
cues, and holistic perception
Peripheral route to
persuasion
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Four types of loyalty
 No loyalty
▪ No purchase
▪ No cognitive attachment
 Covetous loyalty
▪ No purchase
▪ Strong attachment
 Inertia loyalty
▪ No emotional attachment
▪ Purchase by habit
 Premium loyalty
▪ High attachment
▪ High repeat purchase