Chapter 7
Consumer Learning
Cognitive
Learning
Theory
A theory of learning based
on mental information
processing, often in response
to problem solving.
Consumer
Learning
A process by which
individuals acquire the
purchase and consumption
knowledge and experience
that they apply to future
related behavior.
Behavioral
Learning
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.
Elements of Learning Theories
•
•
•
•
Motivation
Cues
Response
Reinforcement
Behavioral Learning Theories
• 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.
Instrumental
(Operant)
Conditioning
A behavioral theory of
learning based on a trial-anderror process, with habits
forced as the result of
positive experiences
(reinforcement) resulting
from certain responses or
behaviors.
Basic Concepts of Classical
Conditioning
• Repetition
• Stimulus Generalization
• Stimulus Discrimination
Stimulus
Generalization
The inability to perceive
differences between slightly
dissimilar stimuli.
Stimulus Generalization and Marketing
•
•
•
•
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.
Stimulus Discrimination and Marketing
• Positioning
• Differentiation
Instrumental Conditioning and
Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
– Shaping
• Massed versus Distributed Learning
Observational
Learning
A process by which
individuals observe the
behavior of others,
remember it, and imitate it.
Also known as modeling.
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.
Information
Processing
A cognitive theory of human
learning patterned after
computer information
processing that focuses on
how information is stored in
human memory and how it is
retrieved.
Issues In Information Processing
• How Consumers Store, Retain and Retrieve
Information
• Limited and Extensive Information Processing
Limited and Extensive Information
Processing
• Extensive and complex processing of
information may not apply to all purchase
decisions
• Involvement may influence extent of
information processing
Involvement
Theory
A theory of consumer
learning which postulates
that consumers engage in a
range of information
processing activity from
extensive to limited problem
solving, depending on the
relevance of the purchase.
Issues in Involvement Theory
•
•
•
•
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
Measures of Consumers Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
– Copytesting
• Attitudinal and Behavioral
Measures of Brand Loyalty
Brand Equity
The value inherent in a wellknown brand name.
Brand Loyalty
Consistent preference and/or
purchase of the same brand
in a specific product or
service category.