STUDENTS’S

HANDOUTS

LEARNING
AND MEMORY

SESSION 4
 CHAPTER SUMMARY

Consumer learning is the process by which individuals acquire the purchase and consumption
knowledge and experience they apply to future related behavior. Some learning is intentional;
much learning is incidental. Basic elements that contribute to an understanding of learning are
motivation, cues, response, and reinforcement.
There are two schools of thought as to how individuals learn— behavioral theories and
cognitive theories. Behavioral theorists view learning as observable responses to stimuli;
whereas cognitive theorists believe that learning is a function of mental processing.
Three types of behavioral learning theories are classical conditioning, instrumental
conditioning, and observational (vicarious) learning. The principles of classical conditioning
that provide theoretical underpinnings for many marketing applications include repetition,
stimulus generalization, and stimulus discrimination. Neo Pavlov an theories view traditional
classical conditioning as cognitive associative learning rather than as reflexive action.
Instrumental learning theorists believe that learning occurs through a trial-and-error process
in which positive outcomes (i.e., rewards) result in repeat behavior. Both positive and
negative reinforcement can be used to encourage the desired behavior. Reinforcement
schedules can be total (consistent) or partial (fixed ratio or random). The timing of repetitions
influences how long the learned material is retained. Massed repetitions produce more initial
learning than distributed repetitions; however, learning usually persists longer with distributed
(i.e., spread out) reinforcement schedules.

Cognitive learning theory holds that the kind of learning most characteristic of humans is
problem solving. Cognitive theorists are concerned with how information is processed by the
human mind: how is it stored, retained, and retrieved. A simple model of the structure and
operation of memory suggests the existence of three separate storage units: the sensory
store,
short-term store (or working memory), and long-term store. The processes of memory
include rehearsal, encoding, storage, and retrieval.
Involvement theory proposes that people engage in limited information processing in
situations of low importance or relevance to them and in extensive information processing in

CONSUMER BEHAVIOUR
situations of high relevance. Hemispheric lateralization theory gave rise to the theory that
television is a low-involvement medium that results in passive learning and that print and
interactive media encourage more cognitive information processing.

Measures of consumer learning include recall and recognition tests, cognitive responses to
advertising, and attitudinal and behavioral measures of brand loyalty in terms of the
consumer’s behavior or the consumer’s attitude toward the brand. Brand equity refers to the
inherent value a brand name has in the marketplace.
For marketers, the major reasons for understanding how consumers learn are to teach them
that their brand is best and to develop brand loyalty.
What is learning?

Definition:

• “Learning is a relatively permanent change is behavior cause by the experience”

• “The cognitive process of acquiring skill or knowledge; "the child's acquisition of

language"
• “Is learning with self-directed purpose, intending and choosing to learn and how
and what to learn”

Explanation:

Learning is an outgoing process. Our knowledge about the world is constantly revised
as we are exposed to new stimuli and as we receive ongoing feedback that allows us to
modify our behavior when we find ourselves in similar situations at a later time. The
concept f learning cover a lot of ground, ranging from a consumer’s simple association
between a stimulus such as a product logo (e.g., Coca-cola) and a response (e.g.,
“refreshing soft drinks”) .()

Types of learning:

There are two types of learning;

• Intentional learning
• Incidental learning

Intentional learning:

“Acquired as a result of careful search”

Incidental learning:

“Acquired by accident without much effort”

Explanation:
The role of experience in learning does not mean that all learning is
deliberately sought. Though much learning is intentional (i.e., it is acquired
as the result of a careful search for information), a great deal of learning is
also incidental, acquired by accident or without much effort. For example,
some ads may induce learning (e.g., of new products under familiar brand
names such as the ones discussed earlier), even though the consumer’s
attention is elsewhere (on a magazine article rather than the advertisement
on the facing page).other ads are sought out and carefully read by
consumers contemplating a major purchase decision.

Elements of Learning Theories:

• Motivation
• Cues
• Response
• Reinforcement

Motivation:

Motivation is based on needs and goals.

a) The degree of relevance, or involvement, with the goal, is critical to
how motivated the consumer is to search for information about a
product.
Uncovering consumer motives are one of the prime tasks of marketers,
who try to teach consumer segments why their product will best fulfill
their needs.

Cues