Chapter 7
Consumer Learning
Importance of Learning

Marketers must teach consumers:
where to buy
 how to use
 how to maintain
 how to dispose of products

Learning Theories

Behavioral
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.

Cognitive Theories:
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.
Learning Processes

Intentional:
learning acquired
as a result of a
careful search for
information

Incidental:
learning acquired
by accident or
without much effort
Elements of Learning Theories
 Motivation
 Cues
 Response
 Reinforcement
Reinforcement
A positive or
negative outcome
that influences the
likelihood that a
specific behavior
will be repeated in
the future in
response to a
particular cue or
stimulus.
Product Usage Leads to
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-and-error process,
with habits forced as
the result of positive
experiences
(reinforcement)
resulting from certain
responses or
behaviors.
Figure 7.2 A Pavlovian Model of
Classical Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
Conditioned Response
Salivation
Figure 7.2B Analogous Model of
Classical Conditioning
Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
6 o’clock news
AFTER REPEATED PAIRINGS
Conditioned Stimulus
6 o’clock news
Conditioned Response
Salivation
Cognitive Associative Learning
Classical conditioning is viewed as the
learning of associations among events that
allows the organism to anticipate and
represent its environment.
 From this viewpoint, classical conditioning
is not reflexive action, but rather the
acquisition of new knowledge

Strategic Applications of
Classical Conditioning
Repetition
 Stimulus Generalization
 Stimulus Discrimination

Repetition
Repetition
increases strength
of associations and
slows forgetting but
over time may result
in advertising
wearout.
 Cosmetic variations
reduce satiation.

Figure 7.3 Cosmetic
Variations in Ads
Three-Hit Theory
Repetition is the basis for the idea that
three exposures to an ad are necessary
for the ad to be effective
 The number of actual repetitions to equal
three exposures is in question.

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

Product Line
Extension
Product Form Extensions
Product
Category
Extensions
Stimulus
Discrimination
The ability to select
a specific stimulus
from among similar
stimuli because of
perceived
differences.
Positioning
Differentiation
Figure 7.10 A Model of Instrumental
Conditioning
Stimulus
Situation
(Need goodlooking jeans)
Try
Brand A
Unrewarded
Legs too tight
Try
Brand B
Unrewarded
Tight in seat
Try
Brand C
Unrewarded
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior
Instrumental Conditioning
Consumers learn by means of trial and
error process in which some purchase
behaviors result in more favorable
outcomes (rewards) than other purchase
behaviors.
 A favorable experience is instrumental in
teaching the individual to repeat a specific
behavior.

Instrumental Conditioning and
Marketing
Customer Satisfaction (Reinforcement)
 Reinforcement Schedules



Shaping
Massed versus Distributed Learning
Reinforcement


Positive
Reinforcement:
Positive outcomes
that strengthen the
likelihood of a
specific response
Example: Ad
showing beautiful
hair as a
reinforcement to buy
shampoo


Negative
Reinforcement:
Unpleasant or
negative outcomes
that serve to
encourage a specific
behavior
Example: Ad showing
wrinkled skin as
reinforcement to buy
skin cream
Other Concepts in
Reinforcement

Punishment


Extinction


Choose reinforcement rather than punishment
Combat with consumer satisfaction
Forgetting

Combat with repetition
Observational
Learning
A process by which
individuals observe
the behavior of
others, and
consequences of
such behavior. Also
known as modeling
or vicarious learning.
Consumers
Learn by
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.
Appeal to
Cognitive
Processing
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.
Information Processing and Memory
Stores
Sensory
Input
Sensory
Store
Forgotten;
lost
Rehearsal
Working
Memory
(Shortterm
Store)
Forgotten;
lost
Encoding
Longterm
Store Retrieval
Forgotten;
unavailable
Retention

Information is stored in
long-term memory
Episodically: by the order
in which it is acquired
 Semantically: according
to significant concepts

Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Sequential
Stages
of
Processing
Attention
Interest
Desire
Action
Cognitive
Affective
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Interest
Evaluation Evaluation Persuasion
Purchase
Trial
Decision
Postpurchase Adoption Confirmation
Evaluation
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.
Split Brain
Theory
Figure 7.14

Right/ Left Brain
Hemispheres
specialize in certain
functions
Encouragin
g Right and
Left Brain
Processing
Elaboration
Likelihood
Model
(ELM)
A theory that suggests
that a person’s level of
involvement during
message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.
The Elaboration Likelihood
Model
Involvement
HIGH
LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
Measures of Consumer Learning

Recognition and Recall Measures

Aided and Unaided Recall
Cognitive Responses to Advertising
 Copytesting Measures
 Attitudinal and Behavioral Measures of
Brand Loyalty

Brand Loyalty As A Function of
Relative Attitude and Patronage
Behavior
Repeat Patronage
High
Low
High
Loyalty
Latent
Loyalty
Low
Spurious
Loyalty
No
Loyalty
Relative
Attitude