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CHAPTER
SEVEN
Consumer Learning
A Simple Model of Consumer Decision Making
Copyright 2010 Pearson Education, Inc.
Chapter One Slide
2
Definition and elements of
Learning
1- Learning definition
2- Elements of learning
Chapter Seven Slide 3
1- Learning definition
(a marketing perspective)
• The process by which individuals acquire
the purchase and consumption knowledge
and experience that they apply to future
related behavior.
New knowledge and experience serve
as feedback to the consumer and will
influence their future behavior.
Chapter Seven Slide 4
2- Elements of Learning
All learning theories agree that in order for learning to occur, four
elements must be present:
Motivation
Cues
Response
Reinforcement
• Unfilled needs lead to motivation
• Stimuli that direct consumer’s motives
(price, advertising, store displays).
• Consumer reaction to a drive or cue
• Increases the likelihood that a response will
occur in the future (learning)
Chapter Seven Slide 5
Theories of Learning:
1- Behavioral learning
1/1 Classical conditioning
2/1 Instrumental (operant) conditioning
3/1 Observational learning
2- Cognitive learning
Chapter Seven Slide 6
Two Major Learning Theories
Behavioral Learning
Cognitive Learning
• Learning based on
observable
behaviors
• Responses occur as
the result of
exposure to stimuli
• Learning based on
mental information
processing
• Often in response
to problem solving
Chapter Seven Slide 7
1- Behavioral learning
1/1 Classical Conditioning
•A learning theory according to
which a stimulus (S1) is paired
with another stimulus (S2). (S2)
serves to produce the same
response of (S1) when used alone
(Pavlov experiment).
Chapter Seven Slide 8
Models of Classical Conditioning
Figure 7-2a
S1
S2
S2
Chapter Seven Slide 9
Figure 7-2b
Chapter Seven Slide 10
Principles of classical conditioning
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Increases the
association between the
conditioned and
unconditioned stimulus
• Slows the pace of
forgetting
• Beware: Advertising
wear-out is a problem in
too much repetition, so
that marketers change
the ads frequently
Chapter Seven Slide 11
Why Did Gillette Use
Two Different Ads to Advertise
the Same Product?
Repetition of the
Message with Varied Ads
The two different ads is
meant to break the
advertising wear-out.
Chapter Seven Slide 12
Principles of classical conditioning
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Having the same
response to slightly
different stimuli
• Helps “me-too”
products to succeed
• Useful in:
– product extensions
– family branding
– licensing
Chapter Seven Slide 13
In Terms of Consumer Learning, Are These New
Products Likely to Succeed?
These Ads Might Induce Learning Due to the Familiar Names. The same name for the new
product. The company is confident that prior consumer learning will drive people’s
enthusiastic acceptance of the new products tied with the V8 name (stimulus generalization,
one of the principles of classical conditioning of learning).
Chapter Seven Slide 14
Principles of classical conditioning
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Selection of a specific
stimulus
• Opposite of stimulus
generalization
• This discrimination is
the basis of positioning,
which looks for unique
ways to fill needs in a
competitive market
Chapter Seven Slide 15
What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?
The yogurt ad demonstrates
that this product is
substantially different from
other yogurts because it is “
ridiculously thick”
(stimulus discrimination).
Chapter Seven Slide 16
1- Behavioral learning
2/1 Instrumental (Operant)
Conditioning
• A behavioral theory of learning based on a trialand-error process. Habits forced as a result of
experiences (reinforcement) resulting from certain
responses or behaviors.
• learning occurs based on rewards. Through trial
and error, consumers learn which behaviors lead to
rewards and which do not.
Chapter Seven Slide 17
A Model of Instrumental Conditioning
Chapter Seven Slide 18
Reinforcement of Behavior
Positive
Negative
• Positive outcome
• Good feeling
(Reward)
• Negative outcome
• Bad feeling
(punishment)
It is important to realize that both of these influence responses. Positive
reinforcement is a good thing that happens which rewards a behavior – going
to the gym made you feel good so you go every other day. A negative
outcome is a bad thing that happens which encourages a behavior. You ate a
donut every morning for breakfast so gained a lot of weight over the past week.
This causes you to go to the gym every other day.
Chapter Seven Slide 19
1- Behavioral learning
3/1 Observational Learning
(modeling or vicarious learning)
• A process by which individuals learn behavior by
observing the behavior of others and the
consequences of such behavior.
• Observational learning occurs NOT through
responses directly to the consumer but by
observation of the behavior and responses of others.
• Marketers often use role models in their advertising
so that consumers can understand the rewards of
purchasing the advertisers’ products.
Chapter Seven Slide 20
2- Cognitive Learning
• In Cognitive Learning,
learning involves complex
mental processing of
information
• Cognitive learning focuses
on problem solving and
consumer thinking.
• It is closely tied to
information processing and
how consumers store,
retain, and retrieve
information.
Chapter Seven Slide 21
Theoretical Models of Cognitive Learning
Promotional
Generic
Model
Framework
Knowledge
Evaluation
Behavior
Attention
Tricomponent
Model
Cognitive
Interest
Desire
Affective
Action
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Evaluation
Interest
Evaluation
Purchase
Trial
Post-purchase
Evaluation
Adoption
Persuasion
Decision
Confirmation
Chapter Seven Slide 22