The document outlines consumer learning as an evolving process influenced by knowledge and experience, highlighting classical and operant conditioning as key learning theories. Classical conditioning, as developed by Ivan Pavlov, involves pairing stimuli to elicit conditioned responses, applied in marketing to evoke emotional reactions. Operant conditioning, proposed by B.F. Skinner, reinforces behaviors through positive and negative reinforcements, detailing various schedules of reinforcement based on responses and time intervals.

1. CONSUMER
LEARNING
Katherine S. Chin

2. Consumer Learning
► process that continually evolves and
changes as a result of newly acquired
knowledge or through actual experience.
► knowledge or experience may be
acquired through reading, thinking,
observation, discussion, action or
interaction.

3. Learning occurs when an
individual would show a relative
and permanent change of behavior
in a situation as a result of practice
and experience and as a product of
knowledge.

4. Classical Conditioning
 also called Pavlovian conditioning,
created by Ivan Pavlov
 a theory he tested with a help of a
dog and a bell

5. Classical Conditioning
 is a form of learning in which one stimulus, the
conditioned stimulus or CS, comes to signal the
occurrence of a second stimulus, the unconditioned
stimulus or US.
 The US is usually a biologically significant
stimulus such as food or pain that elicits a response
from the start; this is called the unconditioned
response or UR.
 The CS usually produces no particular response
at first, but after conditioning it elicits
the conditioned response or CR.

6. Components of CC
1. Unconditioned Stimulus (UCS)
A stimulus that without conditioning
will elicit a predictable response.
2. Unconditioned Response (UCR)
A response that without
conditioning will result predictably
from UCS.

7. 3. Neutral Stimulus (NS)
A stimulus that does not elicit the
UR. Also called Orienting Stimulus
(OS).
4. Conditioned Stimulus (CS)
A stimulus that will elicit a
predictable response because of its
previous pairing with a previously
occurring reflex.

8. 5. Conditioned Response (CR)
A predictable response to a stimulus
that has influence because of its
previous pairing with a previously
occurring reflex.

9. Diagram of Conditioning Process
Before Conditioning
UCS UCR
meat dog

10. Diagram of Conditioning Process
During Conditioning
NS UCS UCR
bell meat dog

11. Diagram of Conditioning Process
After Conditioning
CS CR
bell dog

12. Use of Classical Conditioning in
Marketing Techniques
Creates awareness to the presentation of
stimulus due to the presentation of previous
conditioning stimulus (product) that would
elicit emotional response in consumers.

13. Marketing Techniques using
Classical Conditioning Principles
Conditioning Responses to New Stimuli
UC CS EXAMPLES
Exciting Event A product or Theme New product
Song advertised in a big
event (concert,
rallies)
Patriotic Events or A product or person Patriotic music as
Music background in
commercials

14. Use of Familiar Stimuli to Elicit Responses
CS CR EXAMPLES
Popular Music Relaxation, Christmas Songs in retail
excitement, good will stores
Familiar Voices Excitement, attention Movie star narrating a
commercial
Sexy Voices, Excitement, Calvin Klein, Victoria’s
Bodies attention, arousal Secret
Familiar Cues Excitement, Siren sounding, telephones
attention, anxiety or doorbells in
commercials
Familiar Social Feelings of Televisions advertisement
Cues friendship and love depicting calls from family

15. OPERANT
CONDITIONING

17. Operant Conditioning
 Created by B.F. Skinner
 Also called Reinforcement Theory
 The process of strengthening the S-R pattern
by immediately following the response with
the reinforcement stimulus.
 Reinforcement is any stimulus that will
maintain or increase the strength of a
response.

18. Skinner’s Two Kinds of Learning
1) Respondent Conditioning (Classical Conditioning)
It refers to a particular paired stimulus (bar press
and food pellets) that consistently elicits the
response.
2) Operant Conditioning
This is voluntary behavior or a class of responses
which is emitted or reinforced, thereby increasing
the probability of responses.

19. Skinner’s Types of Reinforcement
1) Positive (Reward)
This is a stimulus that when presented, acts to
strengthen the behavior that it follows.
2) Negative
This is a stimulus which when presented, acts to
diminish or extinguish the behavior that follows.
Extinction is a good example of negative
reinforcement.
3) Punishment
a. it is the withdrawal of a positive reinforcer.
b. it is the presentation of a negative reinforcer or
aversive stimulus.

22. Schedules of Reinforcement
1) Ratio – it is based on the number of responses
emitted. The response is reinforced only to a
certain proportion of the occasion where it occurs.
Types of Ratio
a) Fixed Ratio (FR)
The reinforcement is contingent upon the
occurrence of a fixed number of responses.
b) Variable Ratio (VR)
The number of responses required for
reinforcement varies about some mean or
average.

23. Schedules of Reinforcement
2) Interval- refers to reinforcement given at interval or
passage of time .
Types of Interval
a) Fixed Interval (FI)
The reinforcement occurs on a fixed time
schedule.
b) Variable Interval (VI)
The length of time varies about some given
mean time. Reinforcements becomes available at
variable intervals.

24. Thank You