Chapter - 06

Learning
Dr. Tripti Dhote
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Marketers interest????
 Product/ potential benefits/
attributes
 When/ Where /How
 To buy?
 To use them?
 Maintain them?
 Dispose them ?

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Strategies- differentiation
Communication ---- How???

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Objectives of the Session
To understand
 Defining Learning
 Characteristics of Learning
 Behavioral Learning Theories
 Cognitive Learning Theories
 Brand Loyalty

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Defining Learning
 Behavioral modifications especially through
experience or conditioning
 A process of gaining knowledge
 A continuous and on-going process


Behavioral changes result by a previous experience &

define future behavior

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 Process by which individuals acquire
the purchase and consumption
knowledge and experience that they
apply to future related behavior

“ Permanent behavioral changes result by receive experience

not essentially occurring direct to consumer but may be
occurring with others – Incidental learning”.
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 Two theories
 Behavioral Learning Theory (observable behavior/
responses to stimuli)
 Cognitive Learning Theory (function of mental
processes)

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Characteristics of Learning
 Motivation
 Cues (stimuli directing motives)
 Response (react to a cue/ drive)
 Reinforcement

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Clear skin is as easy as 1,2, 3

 Cleansing
 Toning
 Moisturizing

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Product usage leads to
reinforcement

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Behavioral Learning Theories
 Learning takes place as a response to external
stimuli; when an individual reacts to a known
situation in a predictable manner.
 Stimulus- Response theories
Observable responses to specific external
stimuli signal that learning has taken place.

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 Classical Conditioning Theory
 Operant conditioning theory/Instrumental
Conditioning Theory

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Behavioral Learning Theories
 Classical Conditioning Theory
 A learning process in which an organism’s behavior becomes
dependent on the occurrence of a stimulus in its environment
 Classical conditioning occurs when a response to a particular
stimulus is combined with another stimulus that brings about
the same response
 According to Pavlov experiment
Conditioned Stimulus + Unconditioned Stimulus  Response
Both simultaneously occurs
The whole process is repeated for a long time
After that
Conditioned Stimulus only Same Response

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Ivan Petrovich Pavlov

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Unconditioned stimuli
Meat Paste Unconditioned Response
Salivation

conditioned stimuli
Bell sound

After Repeated
pairings
conditioned stimuli conditioned Response
Bell Salivation

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 The Conditioning Theory of learning states that
the mind is conditioned to react in a certain
way to a certain situation or a certain
stimulant. (Knee jerk/ automatic response)
 when a certain type of situation is created, or
in the presence of a specific stimulant, our
mind will make us react in a way that we have
gotten used to it.
 This theory is in fact the force of habit.
 It Plays a major role in consumer behavior too

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 For example, many ad of beer feature
attractive young women wearing revealing
bikinis. The young women ( who act as the
unconditioned Stimulus) naturally bring out a
favorable, mildly aroused feeling (which is the
unconditioned Response) in the target audience
which are of course mostly men. The beer
simply gets associated with this effect.

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 Unconditioned
stimuli ( Brand
symbol)
 Dermatologic ally
tested (Positive
perception) –
Unconditioned
response
 New Product (CR)
 CS ( Neutrogena)

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 1: Repetition:
The marketer always tries to repeat the
message again and again through television,
radio, newspaper, magazines, journals etc. So
that it may inculcate in the minds of the
consumer and they motivate for the purchase
of company's product.

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 2: Generalization stimulus:
It means that learning is not only dependent on the
repetition of the situation but also on the ability to think
of the product. Therefore the marketers convey his
message in an easy and understandable way and also
display his products which may activate the consumers
and then they may take the action to buy the products.

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 3: Discrimination stimulus:

Discrimination stimulus means that the product

should be displayed and the message should
be conveyed in a different way than that of the
other companies. So that the consumer may
easily understand the one's company's
products

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 According to this theory learning comes from the
repetition of a situation. Generally we will say that
when a person repeat an activity again and again he
get to know from that activity a lot of experiences.

For example, when a person comes to know that

when he is a short of sleep or insomnia then it can
cause the depression. The above situation is based on
repetition of the situation. We have the following
three elements related to conditioning learning theory.

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 Wearout…..
 What is the strategy?

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Behavioral Learning Theories
 Classical Conditioning Theory
 Optimal conditioning is necessary to evoke Positive response
 The creation of a strong association between the conditional stimulus
and unconditional stimulus
 For Optimal conditioning
 The Conditioned Stimulus (CS) should precede the unconditioned stimulus
(UCS) – Forward conditioning
 Repeated combination of CS and UCS
 CS and UCS should logically relate to each other
 CS should be new and familiar
 CS should be relevant symbolically or biologically
 3 Most important aspects of classical conditioning
 Repetition
 Stimulus Generalization
 Discrimination

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Behavioral Learning Theories
 Classical Conditioning Theory
 Repetition
 More repetition of CS and UCS, more stimulus response
 Repetition beyond the limit may result in decline in the attention of the
customer (Advertising wearout)
 To get rid of advertising wearout
 Cosmetic variations
 Substantive variations
 Stimulus Generalization
 Learning is based on the individual’s capability to generalize the things
 Individuals respond similarly to mildly different stimuli
 It is the reason why most imitation and fake products in the market succeed
 Stimulus Discrimination
 Opposite of stimulus generalization
 A specific stimulus is selected from a group of similar stimuli to
differentiate a particular brand

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Behavioral Learning Theories
 Instrumental Conditioning Theory /Operant
Conditioning (complex goal directed behavior)
 It also requires an association between stimulus and response
 The stimulus that provides the most rewarding response will
be learned
 If a response to stimuli is positive and satisfying, only then
individual is more likely to repeat the behavior in the future
 If response is less than satisfying or negative, the individual
is likely to avoid repeating the behavior

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 B.F Skinner’s experiment

 Learning occurs in a controlled environment in

which individuals are rewarded for choosing an
appropriate behavior
 Trial and error process (Habit)
 Favorable experience is instrumental in
teaching an individual to repeat a specific
behavior.

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Behavioral Learning Theories
 Instrumental Conditioning Theory / Operant
Conditioning
 Positive and negative reinforcement
 Environment conditions reward a certain behavior – a
positive reinforcement - individual most likely to repeat
such behavior
 A particular behavior results in punishment or less
satisfaction, the individual will try to avoid such behavior –
negative reinforcement
 Massed or distributed learning
 Learning process is scheduled over a period of time –
Distributed Learning
 Learning process should be done quickly – Massed
Learning

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Marketing applications
 Customer satisfaction (CEM)
 RM (non-product reinforcement)
 3 schedules –
 Total (Continuous)
 Systematic (Fixed)
 Random ( Variable)

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 More On Learning
next Time!!!!!!

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Cognitive Learning Theories
 Highlight the importance of learning through mental processing
 A process occurs as a result of processing information using the human
mind
 Information Processing
 Human Mind – Information Processing System
 Human Mind is considered as computer, brain as hardware and mind as
software
 Processing ability of human mind depends on the cognitive factors and the
complex nature of information involved
 Functions of Memory
 Sensory Memory
 Short-term Memory
 Long-term Memory
 Rehearsal and Encoding
 Retention
 Retrieval

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Cognitive Learning Theories
 Theory of Involvement
 Developed from Split-Brain Theory, Human brain is divided into
the left and right hemisphere
 Left - Rational and logical thinking, processes the information
pertaining to reading, writing and speaking
 Right – Emotional and spontaneous thinking, processes the
nonverbal and pictorial representation of information
 Involvement Level
 The Degree to which an object or an idea is certainly related to the
value system of an individual, based on it media can be divided
 High involvement media
 Low involvement media
 Brain Wave Experiment

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Cognitive Learning Theories
 Theory of Involvement
 Theory of involvement and consumer relevance
 Focuses on consumer purchasing process
 High involvement purchase
 Low involvement purchase
 Response involvement
 High response involvement
 Low response involvement

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Brand Loyalty
 The conscious or unconscious decision of a consumer that is reflected
in his expressed intent or behavior to purchase and repurchase in on a
continuous basis
 Consumer loyalty towards a brand can be attributed to his perception
about the bran that it provides the right mix of features and quality
that he is looking for, and at the right price
 Behavioral Theory – Brand loyalty occurs because of reinforcement
 Cognitive Theory – Brand loyalty is a result of extensive problem
solving behavior involving brand and attribute comparisons by the
consumers
 Brand switching occurs due to
 Boredom
 Dissatisfaction with a product
 Increased competition
 Sales promotional activities of competitor

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Brand Loyalty
 Brand Equity
 The amount of additional income expected from a branded product over
and above what might be expected from an identical, but unbranded
product
 The intangible value linked to a product in terms of celebrity
endorsements
 The image of the product created by the company’s marketing efforts
 The overall perceived quality of the product
 Product Positioning
 A technique that marketers use to create an identity and image for their
products
 Positioning is done in the minds of the target consumers; it is how
consumers perceive a product
 Is done normally to highlight the differentiating aspects of a product
form other competing products and thus give the company an edge over
the competitors

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Brand Loyalty
 Brand Leverage
 When markets leverage on brand equity by using
the existing brand name for new products
 Leveraging is capitalizing on the existing brand
name to move into the other product opportunities

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Summary
 Defining Learning
 Characteristics of Learning
 Behavioral Learning Theories
 Cognitive Learning Theories
 Brand Loyalty

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Thank you

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