This document outlines the key topics and learning objectives covered in Chapter 6 on Consumer Learning. It discusses the four elements of learning theories: motivation, cues, response, and reinforcement. It also covers behavioral learning theories like classical and instrumental conditioning. Cognitive learning theories like observational, rote, and reasoning learning are examined. The effects of consumer involvement on central and peripheral routes of persuasion are discussed. Finally, ways to measure outcomes of consumer learning like recognition, recall, attitudes and behaviors are presented.

1. Chapter 6
Consumer Learning

2. Learning Objectives
1.To Understand the Process and Four
Elements of Consumer Learning.(slide 4-10)
2.To Study Behavioral Learning and
Understand Its Applications to Consumption
Behavior. (11-27)
3.To Study Information Processing and
Cognitive Learning and Understand Their
Strategic Applications to Consumer
Behavior.(28-37)

3. 4. To Study Consumer Involvement and
Passive Learning and Understand Their
Strategic Affects on Consumer
Behavior.(slide 38-47)
5. To Understand How Consumer
Learning and Its Results Are
Measured.(slide 47-50)
Learning Objectives

4. A process by which
individuals acquire
the purchase and
consumption
knowledge
and experience
that they apply to
future related
behavior.
Consumer
Learning

5. Importance of Learning
●Marketers must teach consumers:
–where to buy
–how to use
–how to maintain
–how to dispose of products

6. Learning Processes
-Incidental
-- learning acquired by accident
or without much effort
-Intentional
– learning acquired as a result of a
careful search for information

7. Elements of Learning Theories
●Motivation
●Cues
●Response
●Reinforcement

8. Reinforcement
A positive or negative outcome that
influences the likelihood that a
specific behaviour will be repeated in
the future in response to a particular
cue or stimulus.

9. Learning Theories

10. Discussion Question
●For Coca-Cola:
●How have they used behavioral theory in
their marketing?
●Cognitive theory?
●How have they built brand loyalty?

11. Behavioral Learning Theories
●Classical Conditioning
●Instrumental Conditioning
●Modeling or Observational Learning

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

13. Models of Classical Conditioning

14. Strategic Applications of Classical
Conditioning
Basic Concepts
●Repetition
•Stimulus
generalization
•Stimulus
discrimination
•Increases the
association between the
conditioned and
unconditioned stimulus
•Slows the pace of
forgetting
•Advertising wearout is a
problem

15. Why Did McDonalds Use
Two Different Ads to Advertise
the Same Product?

16. Repetition of the Message with Varied Ads
Results in More Information Processing
by the Consumer

17. Strategic Applications of Classical
Conditioning
Basic Concepts
•Repetition
●Stimulus
generalization
•Stimulus
discrimination
•Having the same
response to slightly
different stimuli
•Helps “me-too”
products to succeed
•Useful in product
extensions

18. Strategic Applications of Classical
Conditioning
Basic Concepts
•Repetition
•Stimulus
generalization
●Stimulus
discrimination
•Selection of a specific
stimulus from similar
stimuli
•This discrimination is
the basis of positioning
which looks for unique
ways to fill needs

19. ●For Coca-Cola or
another beverage
company:
●How have they used
classical conditioning in
their marketing?
●Identify the
unconditioned and
conditioned stimuli, the
conditioned and
unconditioned response.
Discussion Questions

20. Classical Conditioning and
Marketing Strategy
●Identify and pair product with a
known, well-liked stimulus
–More attention
–More favourable attitudes
–Greater intention to buy the product
–Learning of key attributes
●Use stimulus generalization
effectively
–Continued

21. Instrumental
(Operant)
Conditioning
learning based on a
trial-and-error process,
with habits forced as
the result of positive
experiences
(reinforcement)

22. Types of Reinforcement
●Positive
●Negative
●Extinction

23. ●Positive
Reinforcement:
Positive outcomes that
strengthen the
likelihood of a specific
response
Negative
Reinforcement:
Unpleasant or negative
outcomes that serve to
encourage a specific
behaviour
Reinforcement

24. Positive Reinforcement: Negative Reinforcement:
Reinforcement

25. Other Concepts in Reinforcement
●Punishment
●Extinction
●Forgetting
●Combat with repetition

26. A Model of Instrumental Conditioning

27. Instrumental Conditioning
and Marketing
●Make the product the ultimate reward
●Provide samples and free trials
●Provide non-product rewards
●Practice relationship marketing
●Reinforcement Schedules
–Shaping
●Massed versus Distributed Learning

28. Cognitive
Learning
Theory
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.

29. Information Processing
●Relates to
cognitive ability
and the
complexity of the
information
●Individuals differ
in imagery – their
ability to form
mental images
which influences
recall

30. The consumer
observes a
positive
response by
two teens.

31. - Observational learning
- Rote Learning
- Reasoning
Three types of Learning

32. Observational Learning
●individuals learn by observing the
behaviour of others, and
consequences of such behaviour.
●Also known as modeling or
vicarious learning.

33. Iconic Rote Learning
● Learning concepts through simple
repetition
● Key is Repitition
● Similar to classical conditioning
but do not try to stimulate a
direct affective response.

34. –Repeated ads teach
consumers about a product’s
attributes

35. Reasoning
●Highest level of cognitive learning
●Involves creative thinking
●Depends on how information is
processed and stored

36. Information Processing and
Memory Stores

37. Involvement and Passive
Learning Topics
●Definitions and Measures of
Involvement
●Marketing Applications of Involvement
●Central and Peripheral Routes to
Persuasion

39. Measuring Involvement with an
Advertisement
Subjects respond to the following statements on a 7-point Likert scale ranging
from “Strongly Agree” to “Strongly Disagree.”
The message in the slogan was important to me
The slogan didn’t have anything to do with my needs
The slogan made me think about joining the military
The slogan made me want to join the military
While reading the slogan, I thought about how the military might be useful for me
The slogan did not show me anything that would make me join the military
I have a more favorable view of the military after seeing the slogan
The slogan showed me the military has certain advantages
The slogan was meaningful to me
The slogan was worth remembering

40. ●How do advertisers drive consumers to
rehearse information?
●When does this work against the
advertiser?
●Can you think of examples of
advertisements which drive you to
rehearse?
Discussion Question

41. ●Information is stored in
long-term memory
●Episodically: by the order
in which it is acquired
●Semantically: according to
significant concepts
●Total package of
associations is called a
schema
Retention

42. Information processing and
Involvement Theory
●Central and 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).

43. Elaboration Likelihood Model (ELM)
●a person’s level of involvement
during message processing
determines which route to persuasion
is likely to be effective

44. Central and Peripheral Routes
to Persuasion

45. The Elaboration Likelihood Model
Involvement
Central Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
HIGH LOW

46. 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.

47. Outcomes and Measures of
Consumer Learning

48. Measures of Consumer
Learning
●Recognition and Recall Measures
–Aided and Unaided Recall
Recognition test: aided recall
Recall test: unaided recall
●Cognitive Responses to Advertising
●Copy-testing Measures
●Attitudinal and Behavioral Measures
of Brand Loyalty

49. Brand Loyalty
●Function of three groups of influences
●Consumer drivers
●Brand drivers
●Social drivers
●Four types of loyalty
●No loyalty
●Covetous loyalty
●Inertia loyalty
●Premium loyalty

50. Brand Equity
●Refers to the value inherent in a well-
known brand name
●Value stems from consumer’s
perception of brand superiority
●Brand equity reflects learned brand
loyalty
●Brand loyalty and brand equity lead to
increased market share and greater
profits

51. “The best teachers are
those who show you
where to loo, but don't
tell you what to see”
Alexandra K.
Trenfor