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CHAPTER
SEVEN
Consumer Learning
Learning Objectives
1. To Understand the Process and Four
Elements of Consumer Learning.
2. To Study Behavioral Learning and Understand
Its Applications to Consumption Behavior.
3. To Study Information Processing and
Cognitive Learning and Understand Their
Strategic Applications to Consumer Behavior.
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Chapter Seven Slide 2
Learning Objectives (continued)
4. To Study Consumer Involvement and Passive
Learning and Understand Their Strategic
Affects on Consumer Behavior.
5. To Understand How Consumer Learning and
Its Results Are Measured.
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Chapter Seven Slide 3
In Terms of Consumer Learning, Are These New
Products Likely to Succeed?
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Chapter Seven Slide
4
These Ads Might Induce Learning Due
to the Familiar Names
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Chapter Seven Slide
5
Learning
• The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
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Chapter Seven Slide 6
Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
• Unfilled needs lead to motivation
• Stimuli that direct motives
• Consumer reaction to a drive or cue
• Increases the likelihood that a response
will occur in the future as a result of a cue
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Chapter Seven Slide 7
Two Major Learning Theories
Behavioral Learning
Cognitive Learning
• Based on
observable
behaviors
(responses) that
occur as the result
of exposure to
stimuli
• Learning based on
mental
information
processing
• Often in response
to problem solving
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Chapter Seven Slide 8
Behavioral Learning
• Classical Conditioning
• Instrumental (Operant) Conditioning
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Chapter Seven Slide 9
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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Chapter Seven Slide 10
Models of Classical Conditioning
Figure 7-2a
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Chapter Seven Slide 11
Figure 7-2b
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Chapter Seven Slide 12
Discussion Questions
• For Coca-Cola or
another beverage
company:
– How have they used
classical conditioning
in their marketing?
– Identify the
unconditioned and
conditioned stimuli,
the conditioned and
unconditioned
response.
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Chapter Seven Slide 13
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Increases the
association between the
conditioned and
unconditioned stimulus
• Slows the pace of
forgetting
• Advertising wearout is a
problem
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Chapter Seven Slide 14
Why Did Gillette Use
Two Different Ads to Advertise
the Same Product?
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Chapter Seven Slide 15
Repetition of the Message with Varied Ads
Results in More Information Processing
by the Consumer
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Chapter Seven Slide 16
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Having the same
response to slightly
different stimuli
• Helps “me-too”
products to succeed
• Useful in:
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– product extensions
– family branding
– licensing
Chapter Seven Slide 17
Discussion Questions
Stimulus Generalization
• How does a pharmacy like CVS or Rite Aid
use stimulus generalization for their private
brands?
• Do you think it is effective?
• Should this be allowable?
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Chapter Seven Slide 18
Which Concept of Behavioral Learning Applies
to the Introduction of These Two Products?
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Chapter Seven Slide 19
Stimulus Generalization
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Chapter Seven Slide 20
What Is the Name of the Marketing Application
Featured Here and Which Concept of
Behavioral Learning Is It Based On?
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Chapter Seven Slide 21
Product Category Extension
Stimulus Generalization
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Chapter Seven Slide 22
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Selection of a specific
stimulus from similar
stimuli
• Opposite of stimulus
generalization
• This discrimination is
the basis of positioning
which looks for unique
ways to fill needs
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Chapter Seven Slide 23
What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?
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Chapter Seven Slide 24
Stimulus Discrimination
Product Differentiation
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Chapter Seven Slide 25
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.
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Chapter Seven Slide 26
A Model of Instrumental Conditioning
Figure 7.9
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Chapter Seven Slide 27
Reinforcement of Behavior
Positive
Negative
• Positive
outcome
• Strengthen
likelihood
• Negative
outcome
• Encourages
behavior
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Chapter Seven Slide 28
Reinforcement of Behavior
Extinction
• A learned
response is no
longer reinforced
• The link is
eliminated
between
stimulus and
reward
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Forgetting
• The
reinforcement is
forgotten
Chapter Seven Slide 29
Strategic Applications of
Instrumental Conditioning
•
•
•
•
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning
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Chapter Seven Slide 30
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
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Chapter Seven Slide 31
Information Processing and
Cognitive Learning
• Cognitive Learning
– Learning involves
complex mental
processing of
information
– Emphasizes the role
of motivation
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Chapter Seven Slide 32
Information Processing and Memory
Stores - Figure 7.10
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Chapter Seven Slide 33
Discussion Questions
• How do advertisers drive consumers to
rehearse information?
• When does this work against the advertiser?
• Can you think of examples of advertisements
which drive you to rehearse?
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Chapter Seven Slide 34
Theoretical Models of Cognitive
Learning - Table 7.1
Promotional Tricompetent
Generic
Model
Model
Framework
Knowledge
Evaluation
Behavior
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
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Chapter Seven Slide 35
Involvement and Passive
Learning Topics
•
•
•
•
Definitions and Measures of Involvement
Marketing Applications of Involvement
Central and Peripheral Routes to Persuasion
Hemispheral Lateralization and Passive
Learning
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Chapter Seven Slide 36
Involvement
• Degree of personal relevance that the
product or purchase holds for that
customer.
• High involvement purchases are very
important to the consumer
• Low-involvement hold little relevance,
have little perceived risk, and have
limited information processing
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Chapter Seven Slide 37
Measuring Involvement with an
Advertisement - Table 7.3
Subjects respond to the following statements on a 7-point Likert scale ranging
from “Strongly Agree” to “Strongly Disagree.”
The message in the slogan was important to me
The slogan didn’t have anything to do with my needs
The slogan made me think about joining the military
The slogan made me want to join the military
While reading the slogan, I thought about how the military might be useful for me
The slogan did not show me anything that would make me join the military
I have a more favorable view of the military after seeing the slogan
The slogan showed me the military has certain advantages
The slogan was meaningful to me
The slogan was worth remembering
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 38
Marketing Applications of
Involvement
• Ads in video games
• Avatars
• Sensory appeals in ads to get more
attention
• Forging bonds and relationships with
consumers
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Chapter Seven Slide 39
Central and Peripheral Routes
to Persuasion
Central route to persuasion
• For high involvement purchases
• Requires cognitive processing
Peripheral route to persuasion
• Low involvement
• Consumer less motivated to think
• Learning through repetition, visual cues, and
holistic perception
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Chapter Seven Slide 40
Hemispheral Lateralization and
Passive Learning
• Hemispheral lateralization
– Also called split-brain theory
• Left Brain
– Rational
– Active
– Realistic
• Right Brain
–
–
–
–
Emotional
Metaphoric
Impulsive
Intuitive
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Chapter Seven Slide 41
What Is the Name of the Learning Theory
Concept Featured in This Ad and How Is It
Applied to Air Travel?
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Chapter Seven Slide 42
Hemispheric Lateralization
Both Sides of the Brain are Involved in Decision
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Chapter Seven Slide 43
How Is Passive Learning Applied to the
Promotional Appeal Featured in This Ad?
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Chapter Seven Slide 44
The Ad is Targeted to the Right Brain
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Chapter Seven Slide 45
Measures of Consumer Learning
Brand Loyalty
• Recognition and Recall Measures
• Brand Loyalty
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Chapter Seven Slide 46
Measures of Consumer Learning
Brand Loyalty
Three groups of factors
Four types of loyalty
• Personal degree of risk aversion or
variety seeking
• The brand’s reputation and availability
of substitutes
• Social group influences
•
•
•
•
No loyalty
Covetous loyalty
Inertia loyalty
Premium loyalty
Brand Equity – the value inherent in
a well-known brand name
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Chapter Seven Slide 47
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as
Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 48