Professional Documents
Culture Documents
Consumer Learning
Consumer Learning
Consumer Learning
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Learning Processes
■ Intentional
– learning acquired as a result of a
careful search for information
■ Incidental
-- learning acquired by accident or
without much effort
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Importance of Learning
6-4
Learning Theories
■ Behavioural Theories: ■ Cognitive Theories:
Theories based on the A theory of learning
premise that learning based on mental
takes place as the result information
of observable responses processing, often in
to external stimuli. response to problem
Also known as solving.
stimulus response
theory.
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Elements of Learning Theories
■ Motivation
■ Cues
■ Response
■ Reinforcement
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Reinforcement
6-7
Behavioural Learning Theories
■ Classical Conditioning
■ Instrumental Conditioning
■ Modeling or Observational Learning
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Classical Conditioning
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Instrumental (Operant)
Conditioning
■ learning based on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)
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Classical conditioning – cont’d
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Strategic Applications of Classical
Conditioning
■ Repetition
■ Stimulus Generalization
– The inability to perceive differences
between slightly dissimilar stimuli.
■ Stimulus Discrimination
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Repetition
6-14
Three-Hit Theory
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Stimulus Generalization
6-16
Stimulus Discrimination
6-17
Classical Conditioning and
Marketing Strategy
■ Identify and pair product with a known,
well-liked stimulus
– More attention
– More favourable attitudes
– Greater intention to buy the product
– Learning of key attributes
■ Use stimulus generalization effectively
» Continued
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Classical Conditioning and
Marketing Strategy
■ Distinguish the product through
effective use of stimulus discrimination
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Instrumental Conditioning
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Reinforcement
■ Negative
■ Positive
Reinforcement: Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the outcomes that serve to
likelihood of a specific encourage a specific
response behaviour
■ Example: Ad showing ■ Example: Ad showing
beautiful hair as a wrinkled skin as
reinforcement to buy reinforcement to buy
shampoo
skin cream
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Instrumental Conditioning and
Marketing
6-23
Iconic Rote Learning
6-24
Reasoning
6-25
Retention
■ Information is stored
in long-term memory
– Episodically: by the
order in which it is
acquired
– Semantically:
according to
significant concepts
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Information processing and
Involvement Theory
■ Central and Peripheral Routes to
Persuasion
– highly involved consumers are best reached
through ads that focus on the specific attributes
of the product (the central route)
– uninvolved consumers can be attracted through
peripheral advertising cues such as the model or
the setting (the peripheral route).
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Elaboration Likelihood Model (ELM)
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The Elaboration Likelihood Model
Involvement
LOW
HIGH
Central Peripheral
Route Route
Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
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Cognitive Learning and
Marketing Strategy
■ Use rote learning to teach consumers about
the brand
■ Use reasoning or problem solving for
complex or high-involvement products
■ Use modelling to extinguish negative
behaviour
■ Use knowledge of information processing
to help consumers store, retain and retrieve
messages.
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