Consumer Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
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Elements of Learning Theories
Reinforcement
Motivation Cues Response
Increases the
Consumer likelihood that a
Unfilled needs Stimuli that direct reaction to a drive response will occur
lead to motivation motives or cue in the future as a
result of a cue
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Two Major Learning Theories
Behavioral Learning
• Based on observable behaviors (responses)
that occur as the result of exposure to stimuli
Cognitive Learning
• Learning based on mental information
processing
• Often in response to problem solving
Behavioral Learning
• Classical Conditioning
• Operant/Instrumental Conditioning
• Observational Learning
Classical Conditioning by Ivan Pavlov
A behavioral learning theory according to which
a stimulus is paired with another stimulus that
elicits a known response that serves to produce
the same response when used alone.
Model of Classical Conditioning
Food and water
Example
Dinner aroma
You are hungry
8 O'clock News
8 O'clock News You are hungry
13 Consumer Learning I Prof. Abhipsa Mishra
Strategic Applications of Classical Conditioning
Basic Concepts
• Increases the association
• Repetition between the conditioned
• Stimulus and unconditioned
generalization stimulus
• Stimulus • Slows the pace of
discrimination forgetting
• Advertising wear out is
a problem
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Why Did Amul Use Different Ads to Advertise the
Same Product?
Repetition of the Message with Varied Ads Results in
More Information Processing by the Consumer
Strategic Applications of
Classical Conditioning
Basic Concepts • Having the same
response to slightly
• Repetition different stimuli
• Stimulus • Helps “me-too” products
generalization to succeed
• Stimulus • Useful in:
discrimination ▪ Product extensions
▪ Family branding
▪ Licensing
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Strategic Applications of
Classical Conditioning
Basic Concepts • Selection of a specific
stimulus from similar
• Repetition stimuli
• Stimulus • Opposite of stimulus
generalization generalization
• Stimulus • This discrimination is
discrimination the basis of positioning
which looks for unique
ways to fill needs
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Instrumental (Operant) Conditioning -
Frederic Skinner
Skinner believed that the best
way to understand behaviour is
to look at the causes of an
action and its consequences. He
called this approach operant
conditioning
A behavioral theory of learning
based on a trial-and-error process,
with habits forced as the result of
positive experiences
(reinforcement) resulting from
certain responses or behaviors
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A Model of Instrumental Conditioning
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Reinforcement of Behavior
Positive Negative
Positive outcome Negative outcome
Strengthen likelihood Encourages behavior
Positive reinforcement is a good thing that happens which rewards a
behavior – Going to the gym made you feel good so you go every other
day.
Negative outcome is a bad thing that happens which encourages a
behavior. You ate a donut every morning for breakfast so gained a lot
of weight over the past week. This causes you to go to the gym every
other day and to stop eating donuts.
Reinforcement of Behavior
Extinction Forgetting
A learned response is no longer The reinforcement is forgotten
reinforced
The link is eliminated between
stimulus and reward
Extinction and forgetting are easily confused. But think of what the
words mean. If the response, is forgotten it can be brought back just by
remembering. If it is extinct, it is unlearned. The link between the
stimulus and the response is destroyed.
Strategic Applications of Instrumental Conditioning
• Customer Satisfaction (Reinforcement) – It
means that each time the customer has an
experience with the product or company, there
has been positive reinforcement
• This is the reason relationship marketing is so
important.
Observational Learning
• A process by which
individuals learn behavior
by observing the behavior of
others and the consequences
of such behavior
Consumer Learning I Prof. Abhipsa Mishra
Observational Learning
• A process by which
individuals learn
behavior by observing
the behavior of others
and the consequences of
such behavior
Albert Bandura
Cognitive Learning Theory
▪ In cognitive learning, learning involves
complex mental processing of information.
▪ Cognitive learning focuses on problem
solving and consumer thinking.
▪ It is closely tied to information processing and
how consumer store, retain, and retrieve
information.
