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Chapter 7
Consumer Learning
Importance of Learning
 Marketers must teach consumers:
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where to buy
how to use
how to maintain
how to dispose of products
Learning Theory
 Behavioral Theory:
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 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.
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.
Figure 7.2A 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
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.
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
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Product Line, Form and Category Extensions
Family Branding
Licensing
Generalizing Usage Situations
Product Form Extensions
Product
Category
Extensions
Shoe Manufacturer
Licenses
Its Name
Stimulus
Discrimination
The ability to select
a specific stimulus
from among similar
stimuli because of
perceived
differences.
Positioning
Differentiation
Stimulus
Discrimination
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 7.6 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
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.
Reinforcement
• Positive Reinforcement: • Negative Reinforcement:
Unpleasant or negative
Positive outcomes that
outcomes that serve to
strengthen the likelihood
encourage a specific
of a specific response
behavior
• Example: Ad showing
• Example: Ad showing
beautiful hair as a
wrinkled skin as
reinforcement to buy
reinforcement to buy skin
shampoo
cream
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.
Figure 7.8 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 longterm 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.
Figure 7.14
Figure 7.9
Split Brain
Theory
 Right/ Left Brain
Hemispheres
specialize in certain
functions
Encouraging
Right and Left
Brain
Processing
Reinforcement
 Positive Reinforcement:  Negative Reinforcement:
Unpleasant or negative
Positive outcomes that
outcomes that serve to
strengthen the likelihood
encourage a specific
of a specific response
behavior
 Example: Ad showing
 Example: Ad showing
beautiful hair as a
wrinkled skin as
reinforcement to buy
reinforcement to buy skin
shampoo
cream
Right and Left Brain Processing
 Left Hemisphere
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Cognitive
Reading
Speaking
Rational
Active
Realistic
 Right Hemisphere
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Nonverbal
Timeless
Pictorial
Holistic
Emotional
Metaphoric
Impulsive
Intuitive
Issues in Involvement Theory
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Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
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).
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.
Peripheral
Route to
Persuasion
The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes