Learning

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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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.
In Terms of Consumer Learning, Are These New

Products Likely to Succeed?
Chapter Seven Slide
These Ads Might Induce Learning Due

to the Familiar Names
Chapter Seven Slide
Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
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
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
Behavioral Learning
Classical Conditioning
Instrumental (Operant) Conditioning
Models of Classical Conditioning

Figure 7-2a
Figure 7-2b
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.
Strategic Applications of Classical

Conditioning
13
Strategic Applications of
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
Insert the repetition memory curve

(over short period vs. long period)
15
Why Did Gillette Use

Two Different Ads to Advertise
the Same Product?
Repetition of the Message with Varied Ads

Results in More Information Processing
by the Consumer
Basic Concepts
Repetition
Stimulus
generalization
Stimulus
discrimination
Having the same

response to slightly
different stimuli
Helps me-too
products to succeed
Useful in:
product extensions
family branding
licensing
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?
Which Concept of Behavioral Learning Applies

to the Introduction of These Two Products?
What Is the Name of the Marketing Application

Featured Here and Which Concept of
Behavioral Learning Is It Based On?
Product Category Extension

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
What Are the Names of the Marketing Application and the

Behavioral Learning Concept Featured Here?
Stimulus Discrimination
Product Differentiation
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.
A Model of Instrumental Conditioning

Figure 7.9
Reinforcement of Behavior
Positive reinforcement
Negative reinforcement
Fear appeals
Pick some examples of

positive/negative/fear
30
Instrumental Conditioning
Customer Satisfaction (Reinforcement)
Massed versus Distributed Learning
Massed vs. Distributed learning

Distributed learning: spread out over a period
of time
Massed learning: all at once
Forgetting curves (from advertising media
scheduling)
32
Information Processing and

Cognitive Learning
Cognitive Learning
Learning involves
complex mental
processing of
information
Emphasizes the role
of motivation
Information Processing and Memory

Stores - Figure 7.10
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
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
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 didnt 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
Marketing Applications of
Involvement
Ads in video games
Avatars
Sensory appeals in ads to get more
attention
Forging bonds and relationships with
consumers
Discussions
What are marketing applications of
consumers invovlement:
Find examples that marketers use to increase
consumers level of involvement
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
Insert some ELM applications
41
Outcomes and Measures of

Consumer Learning
42
Measures of Consumer learning

Recognition and Recall Measures
Recognition test: aided recall
Recall test: unaided recall
Brand Loyalty
Measures of Consumer Learning

Brand Loyalty
Three groups of factors
Four types of loyalty
Personal degree of risk aversion or

variety seeking
The brands 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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Copyright 2010 Pearson Education, Inc. Publishing as

Prentice Hall

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CHAPTER

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 2

Learning Objectives (continued)

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 3

In Terms of Consumer Learning, Are These New

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide

These Ads Might Induce Learning Due

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 6

Elements of Learning Theories

Unfilled needs lead to motivation

Stimuli that direct motives

Consumer reaction to a drive or cue

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 7

Two Major Learning Theories

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 8

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 9

Models of Classical Conditioning

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Chapter Seven Slide 10

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 11

Chapter Seven Slide 12

Strategic Applications of Classical

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 14

Insert the repetition memory curve

Why Did Gillette Use

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 16

Repetition of the Message with Varied Ads

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 17

Having the same

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 18

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 19

Which Concept of Behavioral Learning Applies

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 20

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 21

What Is the Name of the Marketing Application

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 22

Product Category Extension

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 23

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 24

What Are the Names of the Marketing Application and the

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 25