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.
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.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 2
 Learning

• The process by which individuals acquire the

purchase and consumption knowledge and
experience that they apply to future related behavior.

• Deliberate or Intentional- is acquired as the result of a search

for information.

• Incidental- acquired by accident or without much effort.

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 Elements of Learning Theories

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 Two Major Learning Theories

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 6
 Behavioral Learning

• Classical Conditioning- theory refers to learning through

repetition.
• This is referred to as a spontaneous response to particular situation achieved by
repetitive exposure.
• It is such a kind of a behavioral theory which says, when a stimulus is connected to
or paired with another stimulus, it serves to produce the same response even
when used alone.

• Instrumental (Operant) Conditioning-

Instrumental Theory is developed by B F SKINNER, an American psychologist, he
was the first to develop this model of learning.
• Instrumental theory suggests that human beings learn by trial and error method
and then find out a particular stimulus that can yield best results. Then, this is
subsequently formed as a habit.

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 Models of Classical Conditioning by Pavlov
Figure 7-2a

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 Figure 7-2b

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 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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 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

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

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

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 Strategic Applications of Classical
Conditioning

Basic Concepts
• Having the same
• Repetition response to slightly
• Stimulus different stimuli
• Helps “me-too”
generalization
products to succeed
• Stimulus • Useful in:
discrimination – product extensions
– family branding
– licensing

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 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 the
discrimination basis of positioning
which looks for unique
ways to fill needs

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 19
 A Model of Instrumental Conditioning Figure 7.9

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 Reinforcement of Behavior

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 Reinforcement of Behavior

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 Strategic Applications of Instrumental
Conditioning

• Customer Satisfaction (Reinforcement)

• Reinforcement Schedules

• Massed versus Distributed Learning

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 26
 Information Processing and Cognitive
Learning

• Cognitive Learning
– Learning involves
complex mental
processing of
information
– Emphasizes the role
of motivation

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 27
 Information Processing and Memory Stores -
Figure 7.10

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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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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide 30
 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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 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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Outcomes and Measures of Consumer Learning