Chapter 7
Consumer Learning
Cognitive
Learning
Theory
A theory of learning based
on mental information
processing, often in response
to problem solving.
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Consumer
Learning
A process by which
individuals acquire the
purchase and consumption
knowledge and experience
that they apply to future
related behavior.
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Elements of Learning Theories
•
•
•
•
Motivation
Cues
Response
Reinforcement
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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.
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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.
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Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
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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.
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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.
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Conditions for Optimal Conditioning
• Forward Conditioning (CS Precedes US)
• Repeated Pairings of CS and US
• A CS and US that Logically Belong to Each
Other
• A CS that is Novel and Unfamiliar
• A US that is Biologically or Symbolically
Salient
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Figure 7.1A Pavlovian Model of
Classical Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
Conditioned Response
Salivation
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Figure 7.1B 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
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Basic Concepts of Classical
Conditioning
• Repetition
• Stimulus Generalization
• Stimulus Discrimination
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Stimulus
Generalization
The inability to perceive
differences between slightly
dissimilar stimuli.
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Stimulus Generalization and Marketing
•
•
•
•
Product Line, Form and Category Extensions
Family Branding
Licensing
Generalizing Usage Situations
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Stimulus
Discrimination
The ability to select a
specific stimulus from
among similar stimuli
because of perceived
differences.
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Stimulus Discrimination and Marketing
• Positioning
• Differentiation
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Instrumental Conditioning and
Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
– Shaping
• Massed versus Distributed Learning
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Figure 7.6 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
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Observational
Learning
A process by which
individuals observe the
behavior of others,
remember it, and imitate it.
Also known as modeling.
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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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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.
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Issues In Information Processing
• How Consumers Store, Retain and Retrieve
Information
• Limited and Extensive Information Processing
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Figure 7.9 Information Processing and
Memory Stores
Sensory
Input
Sensory
Store
Forgotten;
lost
Rehearsal
Working
Memory
(Shortterm
Store)
Forgotten;
lost
Encoding
Longterm
Store Retrieval
Forgotten;
unavailable
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Sensory Store
The place in which all
sensory inputs are housed
very briefly before passing
into the short-term store.
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Short-Term
Store
The stage of real memory in
which information received
from the sensory store for
processing is retained briefly
before passing into the longterm store or forgotten.
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Long-Term
Store
In information-processing
theory, the stage of real
memory where information
is organized, reorganized
and retained for relatively
extended periods of time.
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Rehearsal
The silent, mental repetition
of material. Also, the
relating of new data to old
data to make the former
more meaningful.
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Encoding
The process by which
individuals select and assign
a word or visual image to
represent a perceived object
or idea.
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Retention
• Information is stored in
long-term memory
– Episodically: by the order
in which it is acquired
– Semantically: according
to significant concepts
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Figure 7.10 Conceptualization of Long-Term
Storage of Personal Computer Information
PERSONAL
COMPUTERS
Models
Operating
Systems
Manufacturers
Monitors
Printers
Type
Manufacturer
Type
Manufacturer
SOFTWARE
Word
processing
Spreadsheets
Databases
Games
Graphics
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Retrieval
The stage of information
processing in which
individuals recover
information from long-term
storage.
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Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Attention
Sequential
Stages of
Processing
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
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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
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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.
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Issues in Involvement Theory
•
•
•
•
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
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Hemispheral
Lateralization
Learning theory in which the
basic premise is that the
right and left hemispheres of
the brain “specialize” in the
kinds of information that
they process. Also called
split brain theory.
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Central and
Peripheral
Routes to
Persuasion
A theory that proposes that
highly involved consumers
are best reached through ads
that focus on the specific
attributes of the product (the
central route) while
uninvolved consumers can
be attracted through
peripheral advertising cues
such as the model or the
setting (the peripheral route).
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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.
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The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
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Table 7.2 Measuring Involvement on a
Semantic Differential Scale
TO ME, (INSERT PRODUCT OR PRODUCT CATGORY) IS:
1 2 3 4 5 6 7
1. Important
- - - - - - - Unimportant
2. Interesting
- - - - - - - Boring
3. Relevant
- - - - - - - Irrelevant
4. Exciting
- - - - - - - Unexciting
5. Meaningful - - - - - - - Meaningless
6. Appealing
- - - - - - - Unappealing
7. Fascinating - - - - - - - Ordinary
8. Priceless
- - - - - - - Worthless
9. Involving
- - - - - - - Uninvolving
10. Necessary
- - - - - - - Unnecessary
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Table 7.3 Product Involvement Inventory
Measuring Consumers’ Enduring
Involvement With Products
1. I would be interested in reading about this product.
2. I would read a Consumer Reports article about this
product.
3. I have compared product characteristics among bands.
4. I usually pay attention to ads for this product.
5. I usually talk about his product with other people.
6. I usually seek advice from other people prior to
purchasing this product.
7. I usually take many factors into account before
purchasing this product.
8. I usually spend a lot of time choosing what kind to buy.
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Measures of Consumers Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
– Copytesting
• Attitudinal and Behavioral
Measures of Brand Loyalty
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Brand Loyalty
Consistent preference and/or
purchase of the same brand
in a specific product or
service category.
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Figure 7.16 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
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Brand Equity
The value inherent in a wellknown brand name.
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