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
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Two Major Learning Theories
Behavioral Learning
It is a process of It is a type of learning
behavior modification in which an individual's
made famous by Ivan behavior is modified by
Pavlov and his its antecedents and
experiments consequences.
conducted with dogs.
Ivan Pavlov B. F. Skinner
Classical Conditioning by Ivan Pavlov
Consumer Learning I Prof. Abhipsa Mishra 11
Model of Classical Conditioning
Food and water
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Example
Dinner aroma
You are hungry
8 O'clock News
8 O'clock News You are hungry
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Discussion Questions
For Coca-Cola (or any other beverage company):
How have they used classical conditioning in their marketing
Identify the unconditioned and conditioned stimuli, the conditioned and
unconditioned response.
How effective conditioning can create a very
favourable strategy for marketers...
• The cola’s (Pepsi and Coke) have used Classical Conditioning very effectively
over the years.
• Thirst (An Unconditioned Response) is generated by various environmental and
physical factors like heat, sports, workout, dehydration etc. (These
are Unconditioned Stimuli).
• Pepsi and Coke have strategically placed and associated their products with all the
above Unconditioned Stimuli like heat, sports, etc repeatedly.
• They have also used key words in their branding like “Thanda Matlab Coca
Cola”. This has played the part of a Conditioned Stimulus which is placed
along with
the Unconditioned Stimuli every time (hence the sponsorships for major sporting
• events).
Over time the Conditioned Stimulus (Cola drink) becomes a signal for the
arrival of the Unconditioned Stimulus (heat, dehydration) for the brain and we
feel thirsty just by seeing a big poster of Coke or Pepsi without actually
experiencing any of the above environmental or physical factors. Thus, we don’t
only have a Coke/Pepsi when we are thirsty, we feel thirsty when we see a
Coke/Pepsi!
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
How are songs in ads an example of
classical conditioning?
Nerolac
Titan
Doordarsha
n
Strategic Applications of
Classical Conditioning
Basic Concepts • Having the same
response to slightly
• Repetition different stimuli
• Stimulus • Helps “me-too”
generalization products to succeed
• Stimulus • Useful in:
discrimination Product extensions
Family branding
Licensing
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Stimulus generalization
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What Is the
Name of the
Marketing
Application
Featured
Here
and Which
Concept of
Behavioral
Learning Is It
Based On?
Consumer Learning I Prof. Abhipsa Mishra
Product
Category
Extension
Stimulus
Generalizati
on
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
discrimination is the basis of
positioning which
looks for unique
ways to fill needs
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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.
Strategic Applications of Instrumental Conditioning
• Reinforcement Schedules can vary
• They can be (otherwise called “Schedules of
reinforcements”
Total (or continuous) reinforcement
Systemic (fixed ratio) reinforcement
Random (variable ratio) reinforcement schedule
• Marketers will often use random reinforcement as a
bonus for the customer and fixed reinforcement as
loyalty points or rewards.
Strategic Applications of Instrumental Conditioning
• Shaping is a procedure in which reinforcement is
used to guide a response closer and closer to a desired
response.
• Shaping occurs by having the reinforcement
BEFORE the behavior occurs.
• In this situation, the consumer can be given the offer
of a reward before they actually make their decision
and purchase a product.
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Measures of Consumer Learning
Brand Loyalty
• Recognition and Recall Measures
• Brand Loyalty
Measures of Consumer Learning Brand Loyalty
Brand Equity – the value inherent
in a well-known brand name
