Consumer learning

Consumer Learning

Consumer Behaviour

Consumer Learning

A process by which individuals acquire
the purchase and consumption
knowledge and experience that they
apply to future related behaviour.

6-2

Learning Processes

 Intentional
– learning acquired as a result of a
careful search for information
 Incidental

-- learning acquired by accident or
without much effort

Copyright © 2006 Pearson Education Canada Inc. 6-3

Importance of Learning

 Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose off products


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.


Elements of Learning Theories
 Motivation
 Cues
 Response
 Reinforcement

EXAMPLES


Behavioural Learning Theories
 ClassicalConditioning
 Instrumental Conditioning


Classical Conditioning

 Pairing a stimulus with another stimulus
that elicits a known response to produce the
same response when used alone.


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

Instrumental Conditioning
 learningbased on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)


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.


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

Cognitive Learning Theory

 Learning through problem solving,
which enables individuals to gain some
control over their environment.
 Three types:
– Observational learning
– Rote Learning
– Reasoning


Observational Learning
 individualslearn by observing the
behaviour of others, and consequences of
such behaviour.
 Also known as modeling or vicarious
learning.


Rote Learning

 Learning concepts through simple
repetition
– Repeated ads teach consumers about a
product’s attributes


Reasoning

 Highest level of cognitive learning
 Involves creative thinking
 Depends on how information is
processed and stored


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).


Elaboration Likelihood Model (ELM)

a person’s level of involvement during
message processing determines which
route to persuasion is likely to be effective


The Elaboration Likelihood Model
Involvement
LOW
HIGH

Central Peripheral
Route Route

Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes


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.

Consumer learning

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