Digital Consumer Behaviour

Consumer Learning in Digital World

‘
Sharing your opinion on this photo?
 Learning Objectives

1. Understand the concept of learning and its

elements
2. Discuss the categories of learned behaviour
3. Explore The dimensions of learning
4. Discuss the important of memory
Online consumer
learning
Online consumer learning
refers to any process that
changes consumers’ memory
and behaviour as a result of
online information processing
The advantages of learning
Save costs and improves
learning through the use of
adequate learning
technologies, and
information search
Internet-based learning
naturally offers higher
providing a deeper degrees of learner control,
experience compared to leaving consumers with
traditional learning decisions regarding the
content and the sequence of
their learning processes

Consumers learn by Learning how to use a

connecting virtual and product from tools that help
physical places and by customize the learning
helping customise the experience should therefore,
learning situation according lead to more efficient product
to their context appropriation.
Learning Behaviour
• Consumers learn about products by observing others’ behaviour.
 Categories of
Learned Behaviour
q Real & Natural Learning: individuals learn
from various exposures and experiences in
their daily lives. (i.e. consumers learn about
fashion trends via social media and explore
them further on the Internet to make a
purchase)
q Visual & Cerebral Learning: individuals
learn from visuals, signs and symbols (
video/ mobile apps and audio-visual aids)
q Situational Learning: individuals explore
their environment and observe people and
their behaviour ( online course via Zoom or
online platforms)
Categories of Learned Behaviour (cont.)
q Experiential Learning: individuals learn even while they
consume the products/ services and share their experience with
others (EX: Spa, hotels, salons,…)

q Integrated Learning: individuals learn from offline and online

platforms. They connect all the data to draw insight and gain
their knowledge.
Elements of Learning
Learning and Product Appropriation

Product appropriation helps to understand the

way consumers get to learn about a product.

The interaction between the individual and the

digital world should be beneficial to encourage
the relationship between consumers and
products thanks to active participation and
management of their relationship with products
the measurement of four dimensions related
to appropriation
 Online Reviews Social Media Comparison
and Ratings Influences Websites

Platform for
Consumer
Augmented Reality
Personalized (AR) and Virtual
Mobile Apps Recommendations Reality (VR)

Learning
Agmented Product
Chatbots and User-Generated Information: QR
Virtual Assistants Content codes
Learning and Memory
Our brains process information about brands to retain them in
memory
Memory Systems
 Learning & Experience

• Occur from various sources (i.e., word

Indirect of mouth, Consumer Reports, etc.)
• The most prevalent form of exploration
experience in consumer learning is advertising.

• It is an unmediated interaction
Direct between a consumer and a brand in
full sensory capacity and occurs from
Experience product sampling, trial, or purchase

Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7),
568-586.
 Customer Experience Cycle

Buy
more Research

Recommend Shopping

Help Buy

Use Delivery

Palmatier, R. W., Sivadas, E., Stern, L.W. & El-Ansary, A. I. 2019. Marketing Channel Strategy: An Omni-channel approach, 9th edn, Routledge, New York
 Customer Experience Definition
CUSTOMER EXPERIENCE Touchpoints:
A single moment when a customer
encounter (or gets exposed to)
Touchpoints
company’s brand, product, employees
or message through any channel or
device.
Interactions
Interactions:
A two-way communication process
between customer and company’s
brand or product.
Engagements
Engagements:
A commitment or agreement to
act.

Myk Pono 2017, Understanding Customer Experience in SaaS., retrieved 31st December 2021, <https://medium.com/the-marketing-playbook/understanding-
customer-experience-in-saas-a9d7550c157e>
The dimensions of the customer
Experience

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-
create value with the customer. European management journal, 25(5), 395-410.
 Customised Experience-
Pre-Trip Example

Prefme Partner 2021, Personalised guest experience - Importance of pre, during, and post-stay, Prefme, retrieved 29th December 2022, <https://prefme.com/partners/personalised-
guest-experience-importance-of-pre-during-and-post-stay.html>
Customised Experience-
During and Post Trip

Prefme Partner 2021, Personalised guest experience - Importance of pre, during, and post-stay, Prefme, retrieved 29th December 2022, <https://prefme.com/partners/personalised-
guest-experience-importance-of-pre-during-and-post-stay.html>
 How customer Learning Programs Grow

Thought Industries, 4 Ways to Level Up Your Digital Customer Learning Experience, retrieved 2nd Nov 2023,
https://www.thoughtindustries.com/blog/4-ways-to-level-up-your-digital-customer-learning-experience/
 John Lewis Success Story

Mobile Commerce Over 60% of

Sales have doubled customers research
over the past few online before going to
years the store

Mobile use in store plays a pivotal role in

providing the complete omnichannel
experience.

27% of John Lewis Click-and-collect sales

customers research have doubled year-on-
what they want in- year since 2009 and
store and then accounts for over 20%
purchase online of online orders

Anon 2021, John Lewis Omnichannel Strategy: How the UK’s top homeware retailer has reached the top, ContactPigeon, retrieved 29 December 2021,
<https://blog.contactpigeon.com/john-lewis-omnichannel-strategy/>
Piacquadio, A 2018, Woman sitting on sofa while looking at phone with laptop, digital image, Pexels, retrieved 15 October 2022, https://www.pexels.com/photo/woman-sitting-
on-sofa-while-looking-at-phone-with-laptop-on-lap-920382/>
Next week

Motivation