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Consumer Learning
This document discusses consumer learning theories. It explains that consumer learning is the process by which individuals acquire knowledge about purchasing, using, maintaining, and disposing of products. It then outlines several learning theories including behavioral theories based on stimulus-response, cognitive theories involving mental information processing, classical conditioning involving pairing stimuli, and instrumental conditioning involving trial-and-error learning from rewards and punishments. Key concepts discussed include repetition, generalization, discrimination, reinforcement, and observational learning.
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Consumer Learning
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- 2. Importance of Learning •Marketers must teach consumers: – where to buy – how to use – how to maintain – how to dispose of products
- 3. ConsumerConsumer LearningLearning A process bywhich individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
- 4. Learning Processes • Intentional: learningacquired as a result of a careful search for information • Incidental: learning acquired by accident or without much effort
- 5. Learning Theories • BehavioralTheories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as Stimulus Response Theory. • Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.
- 6. Behavioral Learning Theories •Classical Conditioning • Instrumental Conditioning • Modeling or Observational Learning
- 7. ClassicalClassical ConditioningConditioning A behavioral learning theory accordingto which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
- 8. Pavlovian Model ofClassical Conditioning Unconditioned Stimulus Meat paste Conditioned Stimulus Bell Unconditioned Response Salivation Conditioned Stimulus Bell Conditioned Response Salivation AFTER REPEATED PAIRINGS
- 9. Cognitive Associative Learning •Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment. • From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge
- 10. Strategic Applications ofClassical Conditioning • Repetition • Stimulus Generalization • Stimulus Discrimination
- 11. Repetition • Repetition increases strength ofassociations and slows forgetting but over time may result in advertising wear out.
- 12. Stimulus Generalization • Learningis also depends upon the ability of individuals to generalize • Making the same response to slightly different stimuli is called stimulus generalization
- 13. StimulusStimulus DiscriminationDiscrimination The ability toselect a specific stimulus from among similar stimuli because of perceived differences.
- 14. InstrumentalInstrumental (Operant)(Operant) ConditioningConditioning A behavioral theoryof learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
- 15. A Model ofInstrumental Conditioning Stimulus Situation (Need good- looking jeans) Try Brand D Try Brand C Try Brand B Try Brand A Unrewarded Legs too tight Unrewarded Tight in seat Unrewarded Baggy in seat Reward Perfect fit Repeat Behavior
- 16. Instrumental Conditioning • Consumerslearn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors. • A favorable experience is instrumental in teaching the individual to repeat a specific behavior.
- 17. Reinforcement • Positive Reinforcement: Positive outcomesthat strengthen the likelihood of a specific response • Example: Ad showing beautiful hair as a reinforcement to buy shampoo • Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior • Example: Ad showing wrinkled skin as reinforcement to buy skin cream
- 18. Other Concepts inReinforcement • Punishment – Choose reinforcement rather than punishment • Extinction – Combat with consumer satisfaction • Forgetting – Combat with repetition
- 19. ObservationalObservational LearningLearning A process bywhich individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.
- 20. CognitiveCognitive LearningLearning TheoryTheory Holds that thekind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
- 21. Involvement Theory A theory ofconsumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.
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