Consumer Learning
Consumer Learning
 Learning is the process by which individuals
acquire the purchase & consumption
knowledge & experience that they apply to
future related behavior.
Learning takes place if an individual behaves,
reacts or responds as a result of experience in a
manner different from the way the person
formerly behaved.
Elements of Learning
 Motivation- is the driving force that impels
individuals to action.
 If a consumer has motivation to learn something,
there is increased likelihood that learning will take
place.
 Example Bicycle riding for fitness.
 Cues- are relatively small stimuli , not strong
enough to arouse consumers but have the potential
of providing direction to motivated activity.
Elements of Learning
 An advertisement for an exotic trip that
includes bike riding may serve as a cue for bike
riders.
Cues serve to direct consumer drives when they
are consistent with the consumer expectations.
Marketers must be careful to provide cues that
do not upset those expectations.
Elements of Learning
 Response- The way an individual reacts to a cue
or stimuli is the response leading to learning.
 The automobile producer that provides consistent
Positioning may not always succeed in
cues to consumers
stimulating a purchase.
 But if the maker has been able to form a
favorable image of the product in consumers
mind then it is likely that the consumer will
consider that make.
Elements of Learning
Reinforcement- increases the likelihood that a
specific response will occur in the future as the
result of particular cues.
If the consumer have positive experiences
about a product there is likelihood that the
repurchase will take place.
For example the cream to fight acne or
pimples.
Behavioral learning theories
 There are two behavioral theories with great
relevance to marketing are
Classical Conditioning
Instrumental Conditioning
Classical Conditioning
Conditioning refers to a kind of automatic
response to something as a result of repeated
exposure to it.
For an example if a child gets excited every time
she/he thinks of going to McDonalds , the
reaction may be conditioned from many
pleasant visits to the restaurant.
Pavlovian model of Classical
Conditioning
Unconditioned
stimulus- Meat Paste
Unconditioned
Response
SALIVATION
Conditioned
Stimulus- Bell
Conditioned
stimulus- Bell
Conditioned Response
SALIVATION
Strategic application of classical
Recall
conditioning
Value
 Repetition- The consumers have a tendency to
forget & one proven method of increasing
retention of learning is repetition.
Although the principle of repetition is well
established among advertisers, not everyone
agrees how much repetition is required.
The experts believe that three exposures to an
advertisement are needed.
Strategic application of classical
conditioning
 The effectiveness of repetition is dependent on
the amount of competing advertising to which
the consumer is exposed.
The higher the level of competing ads, the
greater the likelihood that interference would
occur , causing consumers to forget previous
learning that resulted from repetition.
Strategic application of classical
conditioning
 Stimulus Generalization- Learning depends not
only on repetition but also on ability of
individuals to generalize it.
The dog could learn to salivate not only to the
of
sound of bell but also to Copies
somewhat
similar
Luxury
sounds.
Brands
Stimulus
Generalization
explains
why
sometimes imitative me too products succeed
in the market place.
Strategic application of classical
conditioning
 Consumers confuse them with the original
product they have seen advertised.
It also explains why the private label brands try
to make their packaging closely resemble the
national brand leaders.
Strategic application of classical
conditioning
 Product Line form and Category extensionsThe principle of stimulus generalization is
adopted by marketers to product line, form &
category extensions.
In line extensions the marketers add related
products to an already established brand,
knowing the new products are more likely to be
adopted when they are associated with a known
& trusted brand name.
Strategic application of classical
conditioning
 The Stimulus generalization is frequently used
in family branding by the marketers.
 Stimulus Discrimination- is the opposite of
stimulus generalization & results in the selection
of a specific stimulus from among similar
stimuli.
Stimulus discrimination is widely used in
positioning strategy of the companies.
Instrumental Conditioning
Instrumental Conditioning theory says that
learning occurs through a trial & error method.
In Instrumental conditioning the stimulus that
results in most satisfactory response is the one
that is learned.
For example the consumers are likely to
patronize only that store that carries clothing
that meets their needs.
Instrumental Conditioning
This theory says that the consumers learn
through the trial & error process in which some
purchase behavior results in more favorable
outcomes than other purchase behaviors.
Reinforcement of behavior
 Reinforcement is anything that increases the
strength of response & tends to induce the
repetition of behavior. Reinforcement can be
positive as well as negative.
 Positive reinforcement consists of events that
strengthen the likelihood of a specific response.
Using a shampoo that leaves the hair silky &
soft is likely to result in the repeat purchase of
the product.
Reinforcement of behavior
 Negative reinforcement is an unpleasant or
negative outcome that also serves to encourage
a specific behavior.
An ad that shows a model with wrinkled skin is
designed to encourage consumers to buy & use
the advertised cream.
Many insurance companies also use this theory
to propel the sale of their products.