Chapter 7

Consumer Learning

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

 Chapter Outline
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning

Copyright 2007 by Prentice Hall 7-2

 Learning
• The process by which individuals acquire
knowledge of the purchase and
consumption, and experience that they
apply to future-related behaviour
• Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose of products

Copyright 2007 by Prentice Hall 7-3

 Learning Theories

• Behavioral Theories • Cognitive Theories

– Based on observable – Learning based on
behaviors (responses) mental information
that occur as the result processing
of exposure to stimuli – Often in response to
problem solving

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 Discussion Question
• For Coca-Cola:
– How have they used behavioral theory in their
marketing?
– Cognitive theory?
– How have they built brand loyalty?

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 Elements of
Learning Theories
• Motivation
• Cues
• Response
• Reinforcement

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 Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

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 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.

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Models of Classical Conditioning
Figure 7-2a

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Figure 7-2b

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 We now
associate this
product with
strength.

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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Increases the

• Stimulus association between
generalization the conditioned and
• Stimulus unconditioned
discrimination stimulus
• Slows the pace of
forgetting
• Advertising wearout is
a problem
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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Having the same

• Stimulus response to slightly
generalization different stimuli
• Helps “me-too”
• Stimulus
discrimination products to succeed
• Useful in product
extensions

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 Discussion Question
Stimulus Generalization
• How does CVS Pharmacy use stimulus
generalization for their private brands?
• Do you think it is effective?
• Should this be allowable?

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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Selection of a specific

• Stimulus stimulus from similar
generalization stimuli
• This discrimination is
• Stimulus
discrimination the basis of
positioning which
looks for unique ways
to fill needs
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 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.

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 Types of Reinforcement
• Positive
• Negative
• Forgetting
• Extinction

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A Model of Instrumental Conditioning
Figure 7-10

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 Instrumental Conditioning
and Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

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 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.

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The consumer
observes a
positive
response by
two teens.

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 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.

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 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

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Information Processing and
Memory Stores - Figure 7.14

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 Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding

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 Discussion Question
• How do advertisers drive consumers to
rehearse information?
• When does this work against the
advertiser?
• Can you think of examples of
advertisements which drive you to
rehearse?

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 Retention
• Information is stored in
long-term memory
– Episodically: by the order
in which it is acquired
– Semantically: according
to significant concepts
• Total package of
associations is called a
schema

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 Table 7.1 Models of Cognitive Learning

Decision- Innovation Innovation

Promotional Tricomponen Making Adoption Decision
Model t Model Model Model Process
Attention Cognitive Awareness Awareness
Sequential
Knowledge Knowledge
Stages
of Interest Affective Interest
Processing Desire Evaluation Evaluation Persuasion
Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation

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Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to
Persuasion
• Measure of Involvement

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 Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving

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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

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Peripheral route
to persuasion

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Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of
Brand Loyalty

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 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

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Harley-Davidson Has Strong
Brand Loyalty

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 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

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