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Lecture 7 - Consumer Learning

Consumer learning is a process where consumers acquire knowledge through experience, observation, and interactions that affects future behavior. There are several theories of learning, including behavioral theories based on observable responses to stimuli, and cognitive theories based on mental information processing and problem solving. Key elements of learning include motivation, cues, responses, and reinforcement. Behavioral theories include classical conditioning involving stimulus-response pairs, and operant conditioning involving reinforcement of behaviors through rewards or punishments. Cognitive learning involves mental processing and memory formation and retention.

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24 views24 pages

Lecture 7 - Consumer Learning

Consumer learning is a process where consumers acquire knowledge through experience, observation, and interactions that affects future behavior. There are several theories of learning, including behavioral theories based on observable responses to stimuli, and cognitive theories based on mental information processing and problem solving. Key elements of learning include motivation, cues, responses, and reinforcement. Behavioral theories include classical conditioning involving stimulus-response pairs, and operant conditioning involving reinforcement of behaviors through rewards or punishments. Cognitive learning involves mental processing and memory formation and retention.

Uploaded by

mahnoor amir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Learning

Chapter Outline
Learning Defined
Elements of Learning
Theories of Learning
Behavioral Theories
Cognitive Theories
Learning Defined
Consumer learning is a process that evolves and
changes as consumers acquire knowledge from
experience, observation, and interactions with
others and newly acquired knowledge affects future
behavior.

Though much learning is intentional, a great deal of


learning is incidental, acquired by accident or
without much effort.
Elements of Learning
Drive/ Motivation: A need that
moves an individual to action
Cues: A stimulus or symbol perceived
by consumers. Can be intrinsic or
extrinsic.
Response: The action taken by a
consumer to satisfy the drive.
Reinforcement: The reward.
Learning Theories

Behavioral Theories Cognitive Theories


Based on Learning based on
observable mental information
behaviors processing
(responses) that Often in response
occur as the result to problem solving
of exposure to
stimuli
Behavioral Theories

A behavioral learning
theory according to
which a stimulus is
paired with another
Classical
stimulus that elicits a
Conditioning known response that
serves to produce the
same response when
used alone.
Pavlovian Model
Classical Conditioning
Classical Conditioning
Strategic Applications of Classical
Conditioning
Basic Concepts

Repetition  Increases the association


Stimulus  Slows the pace of
generalization forgetting
 Advertising wear out is a
Stimulus
discrimination problem
Strategic Applications of Classical
Conditioning

Basic Concepts

Repetition  Having the same response


Stimulus to slightly different stimuli
generalization  Helps “me-too” products
Stimulus to succeed
 Marketing applications:
discrimination  Product Line and product
forms
 Licensing
Strategic Applications of Classical
Conditioning

Basic Concepts

Repetition  Selection of a specific


Stimulus stimulus from similar
generalization stimuli
 This discrimination is the
Stimulus
discrimination basis of positioning which
looks for unique ways to
fill needs
Behavioral Theories
A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
Instrumental
the result of positive
(Operant)
experiences
Conditioning
(reinforcement)
resulting from certain
responses or
behaviors.
Model of Instrumental Learning
Reinforcement
Positive Reinforcement:  Negative Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the outcomes that serve to
likelihood of a specific encourage a specific
response behavior
Example: Ad showing
 Example: Ad showing
beautiful hair as a
reinforcement to buy wrinkled skin as
shampoo reinforcement to buy skin
cream
Reinforcing Behavior
Extinction
Extinction occurs when a learned response is no
longer reinforced and the link between the stimulus
and the expected reward breaks down. When
consumers become unsatisfied with a service
Example: at a restaurant, the link between the
stimulus (i.e., the restaurant) and expected
satisfaction is no longer reinforced and the
consumers won’t come back.
Strategic Applications of Instrumental
Learning
Consumer satisfaction
 Satisfaction should be central
 Don’t claim what you can’t give to consumers

Reinforcement schedules
Total reinforcement
Fixed ratio reinforcement
Variable reinforcement

Shaping
A process by which
individuals observe
how others behave
in response to
Observational
certain stimuli and
Learning
reinforcements.
Also known as
modeling or
vicarious learning.
Eating Ragu Is Fun: Observational Learning
from Grandfather to Grandson
The consumer
observes a
positive
response by
two teens.
Cognitive
learning consists
of mental
Cognitive processing of data
Learning rather than
instinctive
responses to
stimuli.
How memory works?
Sensory store
Working memory (short-term store)
Rehearsal
Long term store
Encoding
Retention
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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