Consumer Learning

Any relatively permanent change in behaviour,

occuring as a result of experience.
Behaviourist:
Classical Conditioning
Instrumental (Operant) Conditioning
Cognitive:
Cognitive Learning Theory
Vicarious / Observational / Social Learning

Classical Conditioning
Pavlovian Conditioning
A secondary stimulus is paired with a primary stimulus, that already
elicits an automatic response. As a result of this pairing, an
association is formed. Eventually, the secondary stimulus alone will
be enough to elicit the automatic response.
An effective ad campaign may link a product to a stimulus that
evokes a positive feeling
Eg:The Hutch ad/ Vodafone ad (pug), Marlboro (Cowboy)
Associative Learning based on contiguity between the
unconditioned and the conditioned stimulus requiring no thought.
Consumers go through a thinking process in linking a bulldog to
Hutch phone.
This link is stronger, if consumers recognize that it is associated with
their needs.




Instrumental Conditioning
A process in which the frequency of
occurrence of a bit of behaviour is
modified by the consequences of the
behaviour.
Frequency of behaviour is conditioned by
the extent of reinforcement associated
with that behaviour
Instrumental Conditioning
Focus on reinforcement
Consumers repurchase when they are
satisfied.
Role of advertising is to increase
consumers expectation of reinforcement
Role of sales promotion is to create an
initial inducement to try the product
through free samples, price deals etc.
Cognitive Learning
Learning is a problem-solving process
CL for consumers is a process of
perceiving stimuli, associating stimuli to
needs, evaluating alternative brands,and
assessing whether the product meet
expectations.
CLT emphasizes the thought process
involved in consumer learning.
Social / Vicarious/ Observational
Learning
An individual learns a behaviour by
observing the behaviour of others, and the
consequences of this behaviour.