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    Unit 4

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    Yaseen Nazir Malla
    Consumer learning involves acquiring knowledge from experiences that affects future behavior. There are four elements of learning: motives that spur learning, cues that direct behavior, responses to cues, and reinforcement that strengthens future responses. Learning theories like classical conditioning, instrumental conditioning, and cognitive learning help explain how consumers acquire knowledge and how marketing techniques can influence consumer behavior. Observational learning and information processing models also provide insights into consumer learning.

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    Unit 4

    Uploaded by

    Yaseen Nazir Malla
    50 views26 pages
    Consumer learning involves acquiring knowledge from experiences that affects future behavior. There are four elements of learning: motives that spur learning, cues that direct behavior, responses to cues, and reinforcement that strengthens future responses. Learning theories like classical conditioning, instrumental conditioning, and cognitive learning help explain how consumers acquire knowledge and how marketing techniques can influence consumer behavior. Observational learning and information processing models also provide insights into consumer learning.

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    Consumer learning involves acquiring knowledge from experiences that affects future behavior. There are four elements of learning: motives that spur learning, cues that direct behavior, responses to cues, and reinforcement that strengthens future responses. Learning theories like classical conditioning, instrumental conditioning, and cognitive learning help explain how consumers acquire knowledge and how marketing techniques can influence consumer behavior. Observational learning and information processing models also provide insights into consumer learning.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    50 views26 pages

    Unit 4

    Uploaded by

    Yaseen Nazir Malla
    Consumer learning involves acquiring knowledge from experiences that affects future behavior. There are four elements of learning: motives that spur learning, cues that direct behavior, responses to cues, and reinforcement that strengthens future responses. Learning theories like classical conditioning, instrumental conditioning, and cognitive learning help explain how consumers acquire knowledge and how marketing techniques can influence consumer behavior. Observational learning and information processing models also provide insights into consumer learning.

    Copyright:

    © All Rights Reserved
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    of 26

    Consumer Learning

    • Learning is applying your knowledge and past experience to present


    circumstances.
    • Learning is permanent change in behaviour with experience
    • Learning is the process by which individuals acquire the purchase and
    consumption knowledge and experience they apply to future, related
    behavior.
    • Consumer learning is a process that evolves and changes as consumers
    acquire knowledge from experience, observation, and interactions with
    others and newly acquired knowledge affects future behavior. Incidental vs
    Intentional
    This casual, unintentional acquisition of knowledge is known as incidental
    learning.
    Learning
    Four elements:
    Motives - Unfilled needs lead to motivation, which spurs learning. Eg Learning to use Instagram
    Cues - are stimuli that direct motivated behavior. The ad is the cue (or stimulus) that suggests a specific way to satisfy
    a salient motive. In marketing, price, styling, packaging, advertising, and store displays are cues designed to persuade
    consumers to fulfill their needs by buying specific products.

    Only cues that are consistent with consumer expectations can drive motivation.

    Responses - In the context of learning, response is an individual’s reaction to a drive or cue. Learning can occur
    even when responses are not overt. Multiple responses towards a need or motive

    Reinforcement - Reinforcement is the reward—the pleasure, enjoyment, and benefits—that the consumer
    receives after buying and using a product or service. For the marketer, the challenge is to continue to provide consumers
    with an ongoing positive product or service, thus reinforcing future purchases.
    Classical Conditioning
    Applications of Classical Conditioning
    • Associative learning - Contemporary behavioral scientists view classical conditioning as
    learning of associations among events that enable consumers to expect and anticipate events.
    Rather than being a reflexive action, this is seen as cognitive associative learning—not the
    acquisition of new reflexes, but the acquisition of new knowledge about the world.
    • In advertising, repetition is the key to forming associations between brands and fulfillment of
    needs.
    Advertising wear-out
    • One to make consumers aware of the product, a second to show consumers the relevance of the
    product, and a third to remind them of its benefits. This exposure pattern is called the three-hit
    theory.
    • Stimulus generalization
    • Stimulus discrimination
    Stimulus Generalization
    • Product line extensions
    • Product form extensions
    • Family branding
    • Licensing

    Source: Procter & Gamble Co.


    Top Licensing Companies
    Stimulus Discrimination
    • Brand differentiation
    • Market leaders want consumers to distinguish between
    products and imitators
    • Relevant, meaningful, valuable differentiation
    Instrumental Conditioning
    • What is the difference between positive reinforcement and negative
    reinforcement?
    • Positive reinforcement, rewards a particular behavior and thus strengthens the
    likelihood of a specific response during the same or similar situation.
    Rewarding hard work with monetary gifts
    • Negative reinforcement is the removal of an unpleasant stimulus and it strengthens
    the likelihood of a given response during the same or similar circumstances.
    • Eg Giving next day off after hard work
    • What is the difference between negative reinforcement and punishment?
    • punishment, which is designed to discourage behavior.
    • What is the difference between extinction and forgetting?
    Reinforcement Schedules (1 of 2)
    possibility of receiving a reward is the reinforcement and incentive
    for continued patronage inspite of satisfaction
    • Continuous reinforcement a reward is provided after each
    transaction
    • A fixed ratio reinforcement schedule provides reinforcement every
    nth time the product or service is purchased (say, every third time).
    • A variable ratio reinforcement schedule rewards consumers on a
    random basis.
    Extinction and Forgetting
    Defined
    Extinction occurs when a learned response is no longer reinforced and the link
    between the stimulus and the expected reward is eliminated.
    • Extinction occurs when a learned response is no longer reinforced and the link between
    the stimulus and the expected reward breaks down.
    • Eg dissatisfaction

    Forgetting is the point at which the link between the stimulus and the expected
    reward ceases to exist.

    • Forgetting: Behavior that is not reinforced becomes “unlearned.” due to lack of


    use Eg. Restaurant
    Massed Vs. Distributed Learning
    er us

    • Should a learning schedule be spread out over a period of time?


    • Should a learning schedule be “bunched up” all at once?

    • Reinforcement performed before the desired consumer


    behavior actually takes place is called shaping.
    Observational Learning
    Defined
    Also known as modeling, observational learning occurs when
    people observe and later imitate observed behaviors
    Reinforcement is necessary
    Sensory Store
    Defined
    A location in the brain where the sensory input lasts for just
    a second or two. If it is not processed immediately, it is lost.
    Cognitive Learning (1 of 2)
    Information Processing
    • Storing information
    • Sensory store
    • Short-term storage
    • Long-term storage
    • Rehearsal
    • Encoding is the process by which we select a word or visual image to represent a perceived
    object.
    • Information overload when consumers receive too much information and then have
    difficulty encoding and storing it, information overload occurs.
    • Retention
    • Chunking grouping small bits into a larger units
    • Retrieval is the process by which people recover information from the long-term store; it is
    frequentlytriggered by external cues.
    Information Overload
    Defined
    A situation that occurs when consumers receive too much
    information and find it difficult to encode and store it
    Retaining Information
    • Brand imprinting
    • Sound symbolism
    • Linguistic characteristics
    Cognitive Learning (2 of 2)
    Defined
    • Cognitive learning is the systematic evaluation of
    information and alternatives needed to solve a
    recognized but unfilled need or unsolved problem.
    Discussion Question
    How would the ad influence
    the behavior of an individual
    who was engaged in a
    cognitive learning process?

    Figure 5 .11 Cognitive


    Learning: Crest Pro-Health

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