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.

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.

Chapter Seven Slide 3

In Terms of Consumer Learning, Are These New
Products Likely to Succeed?

Chapter Seven Slide 4

These Ads Might Induce Learning Due
to the Familiar Names

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

Chapter Seven Slide 6

Elements of Learning Theories

Chapter Seven Slide 7

Two Major Learning Theories

Chapter Seven Slide 8

 Behavioral Learning

• Classical Conditioning
• Instrumental (Operant) Conditioning

Chapter Seven Slide 9

Chapter Seven Slide 10
Models of Classical Conditioning
Figure 7-2a

Chapter Seven Slide 11

Figure 7-2b

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.

Chapter Seven Slide 13

 Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition • Increases the
• Stimulus association between the
conditioned and
generalization
unconditioned stimulus
• Stimulus • Slows the pace of
discrimination forgetting
• Advertising wearout is a
problem

Chapter Seven Slide 14

 Why Did Gillette Use
Two Different Ads to Advertise
the Same Product?

Chapter Seven Slide 15

Repetition of the Message with Varied Ads
Results in More Information Processing
by the Consumer

Chapter Seven Slide 16

 Strategic Applications of
Classical Conditioning
Basic Concepts • Having the same
response to slightly
• Repetition different stimuli
• Stimulus • Helps “me-too”
generalization products to succeed
• Useful in:
• Stimulus – product extensions
discrimination – 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?

Chapter Seven Slide 18

Which Concept of Behavioral Learning Applies
to the Introduction of These Two Products?

Chapter Seven Slide 19

Stimulus Generalization

Chapter Seven Slide 20

What Is the Name of the Marketing Application
Featured Here and Which Concept of
Behavioral Learning Is It Based On?

Chapter Seven Slide 21

Product Category Extension
Stimulus Generalization

Chapter Seven Slide 22

 Strategic Applications of
Classical Conditioning
Basic Concepts • Selection of a specific
stimulus from similar
• Repetition
stimuli
• Stimulus • Opposite of stimulus
generalization generalization
• Stimulus • This discrimination is
discrimination the basis of positioning
which looks for unique
ways to fill needs

Chapter Seven Slide 23

What Are the Names of the Marketing Application and the
Behavioral Learning Concept Featured Here?

Chapter Seven Slide 24

Stimulus Discrimination
Product Differentiation

Chapter Seven Slide 25

• 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.
Chapter Seven Slide 26
A Model of Instrumental Conditioning
Figure 7.9

Chapter Seven Slide 27

Reinforcement of Behavior

Chapter Seven Slide 28

Reinforcement of Behavior

Chapter Seven Slide 29

 Strategic Applications of
Instrumental Conditioning
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

Chapter Seven Slide 30

Chapter Seven Slide 31
 Information Processing and
Cognitive Learning
• Cognitive Learning
– Learning involves
complex mental
processing of
information
– Emphasizes the role
of motivation

Chapter Seven Slide 32

Information Processing and Memory
Stores - Figure 7.10

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?

Chapter Seven Slide 34

 Theoretical Models of Cognitive
Learning - Table 7.1

Decision- Innovation Innovation

Generic Promotional Tricompetent Making Adoption Decision
Framework Model Model Model Model Process
Knowledge Attention Cognitive Awareness Awareness
Knowledge Knowledge
Evaluation Interest Affective Interest
Desire Evaluation Evaluation Persuasion
Behavior Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation

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

Chapter Seven Slide 36

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
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

Chapter Seven Slide 39

Central and Peripheral Routes
to Persuasion

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

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?

Chapter Seven Slide 42

 Hemispheric Lateralization
Both Sides of the Brain are Involved in Decision

Chapter Seven Slide 43

 How Is Passive Learning Applied to the
Promotional Appeal Featured in This Ad?

Chapter Seven Slide 44

The Ad is Targeted to the Right Brain

Chapter Seven Slide 45

 Measures of Consumer Learning
Brand Loyalty
• Recognition and Recall Measures
• Brand Loyalty

Chapter Seven Slide 46

 Measures of Consumer Learning
Brand Loyalty

Brand Equity – the value inherent in

a well-known brand name

Chapter Seven Slide 47