Consumer learning is the process by which consumers acquire knowledge about products through purchase and consumption experiences. There are two main types of learning: intentional learning that comes from a deliberate search for information, and incidental learning that occurs accidentally without effort. Marketers must teach consumers about products through various learning theories, including behavioral theories based on stimulus-response and cognitive theories based on mental information processing. Common cognitive learning methods used in marketing include observational learning from others, rote learning through repetition, and reasoning or problem-solving.

1. Consumer Learning
Consumer Behaviour

2. Consumer Learning
A process by which individuals acquire
the purchase and consumption
knowledge and experience that they
apply to future related behaviour.
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3. 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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4. Importance of Learning
 Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose off products
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5. 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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6. Elements of Learning Theories
 Motivation
 Cues
 Response
 Reinforcement
EXAMPLES
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7. Behavioural Learning Theories
 ClassicalConditioning
 Instrumental Conditioning
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8. Classical Conditioning
 Pairing a stimulus with another stimulus
that elicits a known response to produce the
same response when used alone.
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11. Marketing Applications of
Classical Conditioning
 Repetition
– Increases the strength of association b/w CS & US
– Can slow the process of forgetting
– But can result in ‘advertising wearout’
 Stimulus Generalization
– The inability to perceive differences between slightly
dissimilar stimuli e.g. counterfeit products, product-line
extensions
 Stimulus Discrimination
– e.g. Product Differentiation
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12. Instrumental Conditioning
 learningbased on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)
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14. Instrumental Conditioning
 Consumers learn by means of trial and error
process in which some purchase behaviours
result in more favorable outcomes (rewards)
than other purchase behaviours.
 A favorable experience is instrumental in
teaching the individual to repeat a specific
behaviour.
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15. 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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16. Cognitive Learning Theory
 Learning through problem solving,
which enables individuals to gain some
control over their environment.
 Three types:
– Observational learning
– Rote Learning
– Reasoning
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17. Observational Learning
 individualslearn by observing the
behaviour of others, and consequences of
such behaviour.
 Also known as modeling or vicarious
learning.
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18. Rote Learning
 Learning concepts through simple
repetition
– Repeated ads teach consumers about a
product’s attributes
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19. Reasoning
 Highest level of cognitive learning
 Involves creative thinking
 Depends on how information is
processed and stored
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20. Information processing and
Involvement Theory
 Centraland 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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21. Elaboration Likelihood Model (ELM)
a person’s level of involvement during
message processing determines which
route to persuasion is likely to be effective
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22. The Elaboration Likelihood Model
Involvement
LOW
HIGH
Central Peripheral
Route Route
Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
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23. 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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