Chap 04
Chap 04
Chap 04
Learning Objectives
To understand the process of four elements of consumer learning.
Motivation
Cues
Response
Reinforcement
The Elements of Consumer
Learning
Motivation: Uncovering consumer motives is the prime
task of marketers, who then try to reach motivated
consumer segments why and how their products will
fulfill the consumer’s needs.
Example: Bicycle riding for fitness.
Repetition
Stimulus generalization
Stimulus discrimination
Product differentiation
Instrumental Conditioning
Like classical conditioning, instrumental conditioning
requires a link between a stimulus and a response.
However, in instrumental conditioning, the stimulus that
results in the most satisfactory response is the one that is
learned.
Sensory store
Short-term store (working memory)
Long-term store
Rehearsal and encoding
Retention
Retrieval (Recovery of information)
Information Processing and
Cognitive Learning
Applications of Information
Processing Theories
A schema in the long-term memory offers vast scope for
marketers to develop their brand positioning. Several
brands have used focused association to create schemas.
Example:
Maggi noodles used the two minutes convenience of
preparation so successfully that the two minutes concept
has become associated with Maggi.
Theoretical Model of Cognitive
Learning
Over the years, several models expressing sequential information processing and cognitive
learning have been developed.
• Generic framework
• Knowledge
• Evaluation
• Behavior
• Tri-component Model
• Cognitive
• Affective
• Conative
Theoretical Model of Cognitive
Learning
Decision making model
Awareness
Knowledge
Evaluation
Purchase
Post-purchase evaluation
Example:
Likert scale, semantic differential scale, structured
interviews etc.
Consumer Involvement and
Passive Learning
Marketing applications of involvement:
Marketers aspire to have consumers who are involved with the
purchase and also view its brand as unique.
Example:
One study discovered that consumers who were highly involved in
the sports programs, watched recalled commercials significantly
better than those who were less involved with the program watched.
Outcomes and Measures of
Consumer Learning
For marketers the dual goals of consumer learning are
increased market share and brand-loyalty. These goals are
interdependent.
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