CHAPTE

R
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.
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 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.

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

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 These Ads Might Induce
Learning Due to the
Familiar Names

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 Learning

The process by which individuals

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

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Elements of Learning Theories

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 Two Major Learning
Theories

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 Behavioral Learning

Classical Conditioning
Instrumental (Operant) Conditioning

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 Models of Classical
Conditioning
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
association between
Stimulus
the conditioned and
generalization
unconditioned
Stimulus stimulus
discrimination Slows the pace of
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
response to slightly
Repetition different stimuli
Stimulus Helps me-too
generalization products to
succeed
Stimulus
Useful in:
discrimination product extensions
family branding
licensing

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 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?

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

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 Stimulus Generalization

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

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 Product Category Extension
Stimulus Generalization

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 Strategic Applications of
Classical Conditioning
Basic Concepts Selection of a
specific stimulus
Repetition from similar stimuli
Stimulus Opposite of stimulus
generalization generalization
Stimulus This discrimination
discrimination is the basis of
positioning which
looks for unique
ways to fill needs
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 What Are the Names of the Marketing
Application and the Behavioral Learning
Concept Featured Here?

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 Stimulus Discrimination
Product Differentiation

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 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
Shaping
Massed versus Distributed Learning

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 Information Processing and

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

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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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 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

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 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
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 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
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showed me the military has certain advantages
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 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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 Central and Peripheral
Routes
to Persuasion

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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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 What Is the Name of the Learning
Theory Concept Featured in This
Ad and How Is It Applied to Air
Travel?

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 Hemispheric Lateralization
Both Sides of the Brain are
Involved in Decision

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

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 The Ad is Targeted to the
Right Brain

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

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 Measures of Consumer
Learning
Brand Loyalty

Brand Equity the value

inherent in a well-known
brand name
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reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall
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