2. Chapter Outline
• Understanding Learning
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Memory and Involvement
• Measures of Consumer Learning
3. Learning
• The process by which individuals
acquire the purchase and consumption
knowledge and experience that they
apply to future related behavior
• Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose of products
4. The Elements of Consumer
Learning
• Motivation
• Cues
• Response
• Reinforcement
5. Learning Theories
• Behavioral • Cognitive
Theories Theories
– Based on – Learning based on
observable mental information
behaviors processing
(responses) that – Often in response
occur as the result to problem solving
of exposure to
stimuli
7. A behavioral
learning theory
according to which a
stimulus is paired
Classical with another stimulus
Conditioning that elicits a known
response that serves
to produce the same
response when used
alone.
9. Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition • Increases the
• Stimulus association between
generalization the conditioned and
• Stimulus unconditioned stimulus
• Slows the pace of
discrimination
forgetting
• Advertising wear out is
a problem
10. A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
Instrumental
the result of positive
(Operant)
experiences
Conditioning
(reinforcement)
resulting from certain
responses or
behaviors.
11. A Model of Instrumental Conditioning
Figure 7-1b
12. A process by which
individuals observe
how others behave
in response to
Observational
certain stimuli and
Learning
reinforcements.
Also known as
modeling or
vicarious learning.
13. The consumer
observes a
positive
response by
two teens.
14. Holds that the kind
of learning most
characteristic of
Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.
15. 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
18. Issues in Involvement
Theory
• Consumer Relevance
• Central and Peripheral Routes
to Persuasion
• Measure of Involvement
19. Consumer Relevance
• Involvement depends on degree
of personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving
20. Central and Peripheral Routes
to Persuasion
• Central route to persuasion
– For high involvement purchases
– Requires cognitive processing
• Peripheral route to persuasion
– Low involvement
– Consumer less motivated to think
– Learning through repetition, visual cues,
and holistic perception
22. Measures of Consumer
Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to
Advertising
• Attitudinal and Behavioral
Measures of Brand Loyalty
23. 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
24. No loyalty: no purchase at all and no
cognitive attachment to the brand. This
means the customer has no emotional
attachment to your brand and would
most likely not purchase again.
Covetous loyalty: no purchase but
strong attachment. This means the
customer likes the product but most
likely would not purchase again.
25. Inertia loyalty: purchasing the brand
because of habit and convenience , no
emotional attachment.This means the
customer has created a habit of
purchasing your product but has no
emotional tie to the product.
Premium Loyalty: high attachment and
high repeat purchase. This means the
customer cognitively chooses to re-
purchase a product and truly enjoys the
product.
27. 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
Covetous loyalty –Jeleous,desirous,grdddy. Covetous loyalty: no purchase but strong attachment. This means the customer likes the product but most likely would not purchase again. Inertia loyalty –disinterest,lethergy,inactivity. A low level of attachment coupled with high repeat purchase produces inertia loyalty. This customer buys out of habit. It’s the “because we’ve always used it” or “because it’s convenient” type of purchase.