Consumer Learning

A process by which
individuals acquire the
purchase and consumption
knowledge and experience
that they apply to future
related behavior.
 Elements of Learning Theories
Motivation It is the processes that lead people to behave as
they do. Marketers try to teach motivated consumer segments why and
how their products will fulfill the consumers needs

Cues It is a stimulus that suggests a specific way to satisfy a

silent motive. In the marketplace, price, styling, packaging, advertising and
store displays all serve as cues

Response Response means how individuals react to a drive or

cue or how they behave.

Reinforcement A positive or negative outcome that influences

the likelihood that a specific behavior will be repeated in the
future in response to a particular cue or stimulus.
 Behavioural Learning Theories

Classical Operant/Instrumental
Conditioning Conditioning

Stimulus is an external object/person/situation that a

person senses and perceives.
response is the behaviour of the person that occurs
in reaction to the object/person/situation.
Classical Conditioning
(Ivan Pavlov)
A behavioral learning
theory according to
which a stimulus is
paired with another
stimulus that elicits a
known response that
serves to produce the
same response when
used alone.
Pavlovian Model of Classical
Conditioning

Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
Bell Salivation
Analogous Model of Classical
Conditioning

Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
6 oclock news

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
6 oclock news Salivation
 The Unconditioned Stimulus
The unconditioned stimulus is one that
unconditionally, naturally, and automatically
triggers a response. when Dog smells meat
paste he immediately salivates and feels
hungry.
the smell of the food is the unconditioned
stimulus.
 The Unconditioned Response

The unconditioned response is the unlearned

response that occurs naturally in response to
the unconditioned stimulus. Dog Salivation
and the feeling of hunger in response to the
smell of meat paste is the unconditioned
response.
 The Conditioned Stimulus

The conditioned stimulus is previously neutral

stimulus that, after becoming associated with the
unconditioned stimulus, eventually results into a
conditioned response.
Meat was offered to dog after ringing the bell.
the sound of the bell was paired multiple times
with the smell, the sound would eventually result
into the conditioned response.
The sound of the bell was conditioned stimulus.
 The Conditioned Response

The conditioned response is the learned

response to the previously neutral stimulus.
the conditioned response is Salivation when
dog heard the sound of the Bell.
 Implications for marketers
Cosmetic variation
a) Repetition
Substantive Variation

me-too Product/brands
b) Stimulus Product line extension
Generalization Family Branding
Licensing

C) Stimulus Discrimination
 The basic concepts that derive from classical
conditioning are:
a) Repetition In terms of marketing, this is the reason
why marketers repeat their messages either in print
or in audio visual media across channels several times
a day. Repetition slows down the pace of forgetting.
For example, HUL advertises for its various brands
separately all the day long on various TV channels;
while the brand is Lux or Liril or Dove (individual
brand), the advertisement concludes with the HUL
logo, the parent brand
 However too much of repetition leads to boredom, resulting
in fall of attention and subsequent retention. This is referred
to as the satiation effect. Thus marketers go in for variation of
their message content and/or message context.

- Cosmetic variation: Here, a change is bought about in the

context or the background or the celebrity/spokesperson

Example: Lux: Filmi sitaron ka saoundarya sabun; the

message content remained the same, but the celebrities
ranged across Hema Malini, Rekha, Sridevi etc;
- Substantive variation: the change is brought
about in the content of the advertisement. The rest
remains the same.
- Example: Amul products: In their print
advertisement, the mascot (spokesperson) remains
the same; but every week the content changes,
according to the contemporary events/happenings.
 b) Stimulus generalization:
me too /Counterfeiting brands
this is the reason behind the success of imitative
me too products/brands. When stimulus
generalization takes place, the consumers
confuse the me-too with the original
products/brands they are familiar with, and go in
for the purchase of imitative products/brands.
Example: Puma vs. Pumaa; Adidas vs. Addids;
Sony vs. Soni; KFC vs. KLC; Panasonic vs.
Panosaonic.
Counterfeiting
 Product line extensions: The use of an established
brand name for a new item in the same or related
product category, eg. Surf, Surf Excel, Surf Excel
Blue, Surf Excelmatic.
Family branding: It is also called umbrella
branding. It is the practice of using the same
brand name for the whole line of the companys
products so as to generalize favourable brand
associations from one product to another. eg.
Amul, Samsung.
 Licensing: The permission to use a well-known
brand name to products/services of another
manufacturer/service provider is called
licensing; the advantage of licensing is that it
leads to instant recognition as a quality brand
and successful brand.
c) Stimulus discrimination:
Marketers position their brand and try and
differentiate it from others, very often
through a Unique Selling Proposition (or a
USP) or the unique attributes of the brand.
Unique Selling Proposition
 Operant or Instrumental
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.
the individual learns to perform behaviors
that produce positive outcomes and avoid
behaviors that yield negative outcomes.
 A Model of Instrumental
Conditioning
Try Unrewarded
Brand A Legs too tight

Try Unrewarded
Brand B Tight in seat
Stimulus
Situation (Need
good-looking Try Unrewarded
jeans) Brand C Baggy in seat

Try Reward
Brand D Perfect fit

Repeat Behavior
 Marketing Implications
Reinforcement of a behavior:
Positive Reinforcement:
Positive outcomes that strengthen the likelihood of a specific
response. . E.g., using a shampoo that leaves your hairs,
feeling silky and clean is likely to result in a repeated purchase
of the shampoo.
Negative reinforcement is an unpleasant or negative outcome
that also serves to encourage a specific behavior. E.g., buying
of an antivirus software for you computer. Fear appeals in ad
messages are examples of negative reinforcement
Positive Reinforcement (Rewards)
Positive Reinforcement (Rewards)
Negative Reinforcement
Negative Reinforcement
 Cognitive Learning
The process of acquiring and understanding
knowledge through our thoughts, experiences
and senses.
Cognitive process results in learning
 Types
Attention

Long Term

Memory Short term

Encoding Storage

Sensory
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