CHAPTE

R
SEVEN
Consumer
Learning

Learning Objectives
1. To Understand the Process and Four
Elements of Consumer Learning.
2. To Study Behavioral Learning and
Understand Its Applications to
Consumption Behavior.
3. To Study Information Processing and
Cognitive Learning and Understand
Their Strategic Applications to
Consumer Behavior.
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Learning Objectives
(continued)
4. To Study Consumer Involvement and
Passive Learning and Understand
Their Strategic Affects on Consumer
Behavior.
5. To Understand How Consumer
Learning and Its Results Are
Measured.

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In Terms of Consumer Learning, Are

These New Products Likely to Succeed?

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These Ads Might Induce

Learning Due to the
Familiar Names

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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

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Behavioral Learning
Classical Conditioning
Instrumental (Operant) Conditioning

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Models of Classical
Conditioning
Figure 7-2a

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Figure 7-2b

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Discussion Questions
For Coca-Cola or
another beverage
company:
How have they
used classical
conditioning in
their marketing?
Identify the
unconditioned and
conditioned stimuli,
the conditioned
and unconditioned
response.
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Strategic Applications of
Classical Conditioning

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Strategic Applications of
Classical Conditioning
Basic Concepts
Repetition
Stimulus
generalization
Stimulus
discrimination

Increases the
association between
the conditioned and
unconditioned
stimulus
Slows the pace of
forgetting
Advertising wearout
is a problem

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Insert the repetition

memory curve (over short
period vs. long period)

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Why Did Gillette Use

Two Different Ads to Advertise
the Same Product?

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Repetition of the Message with

Varied Ads Results in More
Information Processing
by the Consumer

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Strategic Applications of
Classical Conditioning
Basic Concepts
Repetition
Stimulus
generalization
Stimulus
discrimination

Having the same

response to slightly
different stimuli
Helps me-too
products to
succeed
Useful in:

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product extensions
family branding
licensing
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Discussion Questions
Stimulus Generalization
How does a pharmacy like CVS or
Rite Aid use stimulus generalization
for their private brands?
Do you think it is effective?
Should this be allowable?

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Which Concept of Behavioral

Learning Applies to the
Introduction of These Two
Products?

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Stimulus Generalization

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Marketing Application Featured

Here and Which Concept of
Behavioral Learning Is It Based
On?

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Product Category Extension

Stimulus Generalization

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Strategic Applications of
Classical Conditioning
Basic Concepts
Repetition
Stimulus
generalization
Stimulus
discrimination

Selection of a
specific stimulus
from similar stimuli
Opposite of stimulus
generalization
This discrimination
is the basis of
positioning which
looks for unique
ways to fill needs

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What Are the Names of the Marketing

Application and the Behavioral Learning
Concept Featured Here?

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Stimulus Discrimination
Product Differentiation

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A Model of Instrumental
Conditioning
Figure 7.9

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Reinforcement of Behavior
Positive reinforcement
Negative reinforcement
Fear appeals

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Pick some examples of

positive/negative/fear

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Strategic Applications of
Instrumental Conditioning
Customer Satisfaction
(Reinforcement)
Massed versus Distributed Learning

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Massed vs. Distributed

learning
Distributed learning: spread out over
a period of time
Massed learning: all at once
Forgetting curves (from advertising
media scheduling)

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Information Processing and

Cognitive Learning
Cognitive
Learning
Learning involves
complex mental
processing of
information
Emphasizes the
role of motivation

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Information Processing and

Memory Stores - Figure
7.10

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Involvement and Passive

Learning Topics
Definitions and Measures of
Involvement
Marketing Applications of
Involvement
Central and Peripheral Routes to
Persuasion
Hemispheral Lateralization and
Passive Learning
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Measuring Involvement with

an Advertisement - Table 7.3
Subjects respond to the following statements on a 7-point
Likert scale ranging from Strongly Agree to Strongly
Disagree.
The message in the slogan was important to me
The slogan didnt have anything to do with my needs
The slogan made me think about joining the military
The slogan made me want to join the military
While reading the slogan, I thought about how the military might
be useful for me
The slogan did not show me anything that would make me join
the military
I have a more favorable view of the military after seeing the
slogan
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TheCopyright
slogan2010
showed
me the military has certain advantages
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Marketing Applications of
Involvement
Ads in video games
Avatars
Sensory appeals in ads to get
more attention
Forging bonds and relationships
with consumers

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Discussions
What are marketing applications of
consumers invovlement:
Find examples that marketers use to
increase consumers level of
involvement

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Central and Peripheral

Routes
to Persuasion

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Insert some ELM

applications

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Outcomes and Measures

of Consumer Learning

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Measures of Consumer
learning
Recognition and Recall Measures
Recognition test: aided recall
Recall test: unaided recall

Brand Loyalty

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Measures of Consumer
Learning
Brand Loyalty

Brand Equity the value

inherent in a well-known
brand name
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reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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