Consumer Behavior
Twelfth Edition
Chapter 5
Consumer Learning
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Learning Objectives (1 of 2)
5.1 To understand the elements of learning.
5.2 To understand behavioral learning, classical
conditioning, and the roles of stimulus
generalization and discrimination in marketing.
5.3 To understand instrumental conditioning and
the objectives and methods of reinforcement.
5.4 To understand observational learning.
5.5 To understand how consumers process
information.
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Learning Objectives (2 of 2)
5.6 To understand cognitive learning as a form of
consumer decision-making.
5.7 To understand the impact of involvement and
passive learning on purchase decisions.
5.8 To understand how to measure the outcomes of
consumer learning.
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Learning through Ads
Source: Avocados From Mexico, Mexican Hass Avocado Importers Association
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Learning Objective 5.1
5.1 To understand the elements of learning.
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Learning
• Intentional v s .
er us
incidental learning
• Four elements:
– Motives
– Cues
– Responses
– Reinforcement
Compare the two
introductions of
Febreze.
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Learning Objective 5.2
5.2 To understand behavioral learning, classical
conditioning, and the roles of stimulus
generalization and discrimination in developing in
marketing.
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Classical Conditioning
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Applications of Classical Conditioning
• Associative learning
• Need for repetition
– Advertising wear-out
– Three-hit theory
• Stimulus generalization
• Stimulus discrimination
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Stimulus Generalization
• Product line extensions
• Product form
extensions
• Family branding
• Licensing
Source: Procter & Gamble Co.
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Top Licensing Companies
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Stimulus Discrimination
• Brand differentiation
• Market leaders want consumers to distinguish
between products and imitators
• Relevant, meaningful, valuable differentiation
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Learning Objective 5.3
5.3 To understand instrumental conditioning and
the objectives and methods of reinforcement.
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Instrumental Conditioning
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Discussion Questions
• What is the difference between positive
reinforcement and negative reinforcement?
• What is the difference between negative
reinforcement and punishment?
• What is the difference between extinction and
forgetting?
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Incentivized Advertising
• Provides consumers with rewards for watching ads
• Consumers may try to avoid ads
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Reinforcement Schedules (1 of 2)
• Continuous
• Fixed ratio
• Variable ratio
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Reinforcement Schedules (2 of 2)
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Extinction and Forgetting
Defined
Extinction occurs when a learned response is no
longer reinforced and the link between the stimulus
and the expected reward is eliminated.
Forgetting is the point at which the link between the
stimulus and the expected reward ceases to exist.
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Customer Satisfaction and Retention
• Satisfaction and repeat patronage
• Frequent shopper programs
• Shaping
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Mass Vs. Distributed Learning
er us
• Should a learning schedule be spread out over a
period of time?
• Should a learning schedule be “bunched up” all at
once?
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Learning Objective 5.4
5.4 To understand observational learning.
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Observational Learning
Defined
Also known as modeling, observational learning
occurs when people observe and later imitate
observed behaviors
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Learning Objective 5.5
5.5 To understand how consumers process
information.
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Sensory Store
Defined
A location in the brain where the sensory input lasts
for just a second or two. If it is not processed
immediately, it is lost.
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Cognitive Learning (1 of 2)
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Information Processing
• Storing information
– Sensory store
– Short-term storage
– Long-term storage
• Rehearsal
– Encoding
– Information overload
• Retention
– Chunking
– Retrieval
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Information Overload
Defined
A situation that occurs when consumers receive too
much information and find it difficult to encode and
store it
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Retaining Information
• Brand imprinting
• Sound symbolism
• Linguistic characteristics
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Chunking Aids Retrieval
Source: Swedish Tourist Association
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Environmental Triggers
Defined
Cues in the environment that remind a person of
something, and then she or he talks about it
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Content That Captivates
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Learning Objective 5.6
5.6 To understand cognitive learning as a form of
consumer decision-making.
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Cognitive Learning (2 of 2)
Defined
The premise that learning occurs in the form of
sequential, mental processing of information when
people face problems they wish to resolve.
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Discussion Question
How would the ad
influence the behavior of
an individual who was
engaged in a cognitive
learning process?
Figure 5 .11 Cognitive
Learning: Crest Pro-Health
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Representations of Cognitive Learning (1 of 2)
Generic States of Cognitive Tri-Component Attitude Model
Learning
• Definition—All attitudes have three
– Knowledge
components
– Evaluation – Cognitive
– Behavior – Affective
– Conative
Aida Innovation Adoption
• Definition—Developed to explain • Definition—Developed by Everett
how marketing and selling Rogers to explain how consumers
messages engage consumers adopt new products and services
– Attention – Awareness
– Interest and Desire – Interest and Evaluation
– Action – Trial and Adoption
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Representations of Cognitive Learning (2 of 2)
Innovation Decision-Making Consumer Decision-Making
• Definition—Revised vversion of Everett • Definition—The stages consumers pass
Rogers’ consumer adoption process through when making logical decisions
– Knowledge – Need Recognition
– Persuasion – Search and Evaluation
– Decision, Implementation, and – Purchase and Post-Purchase Evaluation
Confirmation
Simple Consumer Journey Expanded Consumer Journey
• Definition—The nonlinear circular consumer • Definition—nonlinear consumer journey in
journal includes a post-purchase stage in which consumers backtrack, skip steps, reject,
which a consumer enters into a relationship or opt out at any stage
with a brand that often plays out on social – Need/Want Recognition, Awareness/
media Knowledge, Consider/Examine
– Consider – Search/Learn, Like/Trust, Sees Value/
– Evaluate Willing to Pay, Commit/Plan
– Buy and Post-Purchase Experience— – Consumer, Satisfaction/Dissatisfaction,
Enjoy, Advocate, and Bond Loyal/Repeat Buyer, Engage/Interact,
Actively Advocate
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Learning Objective 5.7
5.7 To understand the impact of involvement and
passive learning on purchase decisions.
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Hemispheric Lateralization
Source: Mercedes-Benz USA, LLC
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Passive Learning
Defined
A form of learning in which consumers receive
information from repeated exposures which is fully
processed after a product is purchased
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Learning Objective 5.8
5.8 To understand how to measure the outcomes of
consumer learning.
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Measures
• Aided recall (recognition)
• Unaided recall (recall)
How does the Starch Readership Ad Study
measure ad effectiveness?
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Brand Equity
Defined
The intrinsic value of a brand name. This value
stems from the foundations of brand loyalty: the
consumer’s perception of the brand’s superiority,
the social esteem that using it provides, and the
customer’s trust and identification with the brand.
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Copyright
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