Learning

Prepared by:
Shubashini 820283
Lilambikha 820275
Kamalanathan 820330
Rajendiraperasad 820309
Sumitra 820012
 Importance of Learning

Teaching consumers about products, product attributes

and their potential benefits:

Where To Buy How To Use

How To Maintain How To Dispose Of Products

 A process by which
individuals acquire
the purchase and
consumption
knowledge
Consumer and experience
Learning that they apply to
future related
behavior.
LEARNING PROCESS

Intentional

Incidental
Elements of Learning Theories
 Learning Theories
 Behavioral  Cognitive Theories:
Theories: Theories A theory of learning
based on the premise based on mental
that learning takes information
place as the result of processing, often in
observable responses response to problem
to external stimuli. solving.
Also known as
stimulus response
theory.
 Hunger need triggered off

Smell of cakes and pastries

The woman goes and buys the pastry.

She likes the pastry and asks for more

Behavioral Learning Theories
 ClassicalConditioning
 Instrumental/ Operant
Conditioning
 Modeling or Observational
Learning
 A behavioral learning
theory according to
which a stimulus is
paired with another
Classical
stimulus that elicits a
Conditioning
known response that
serves to produce the
same response when
used alone.
Pavlovian Model of Classical
Conditioning
Example
 Strategic Applications of
Classical Conditioning
Repetition –
Advertisement
wear out,
Three Hit
Theory
Stimulus Stimulus
Discrimination – Generalization
to create a – ability of
distinctive individuals to
image generalize
Repetition Adv
 Product Line
and Form
Extension

Family Branding

Licensing
 • Selection of a specific
stimulus from similar
stimuli
Stimulus • Opposite of stimulus
Discrimination generalization
and Product • This discrimination is
Differentiation the basis of positioning
which looks for unique
ways to fill needs
 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.
A Model of Instrumental Conditioning

Try Unrewarded
Brand A Legs too tight

Try Unrewarded
Brand B Tight in seat
Stimulus
Situation
(Need good-
Try Unrewarded
looking jeans)
Brand C Baggy in seat

Try Reward
Brand D Perfect fit
Repeat Behavior
 • Reinforcing Behavior
• Extinction and
Forgetting
Instrumental • Customer Satisfaction
and Retention
Conditioning • Reinforcement
and Marketing Schedules
• Shaping
• Massed versus
Distributed Learning
 Reinforcing 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.
 Extinction and Forgetting

Extinction Forgetting
A learned response is no The reinforcement is
longer reinforced forgotten
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.
 Customer Satisfaction and
Retention
 Customer is satisfied with product
delivered in high quality.
 It means that each time the customer has
an experience with the product or
company, there has been positive
reinforcement
 Reinforcement Schedules
 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.
 Shaping
 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.
 Massed versus Distributed
Learning
 Should the learning and the exposure to
the stimuli happen in a relatively short
period of time or be drawn out? Media
planners are often faced with this decision
when putting together an advertising
campaign.
 A process by which
individuals observe
the behavior of
Observational others, and
Learning consequences of
such behavior. Also
known as modeling
or vicarious learning.
Consumers
Learn by
Modeling
 A cognitive theory of
human learning
patterned after
computer information
Information processing that
Processing focuses on how
information is stored
in human memory
and how it is
retrieved.
Information Processing and
Cognitive Learning
 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.
 Appeal to
Cognitive
Processing
 Models of Cognitive Learning

Decision- Innovation Innovation

Promotional Tricompetent Making Adoption Decision
Model Model Model Model Process
Sequential Attention Cognitive Awareness Awareness
Stages Knowledge Knowledge
of Interest Affective Interest
Processing
Desire Evaluation Evaluation Persuasion
Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation
 A theory of consumer
learning which
postulates that
consumers engage in a
range of information
Involvement
processing activity
Theory
from extensive to
limited problem
solving, depending on
the relevance of the
purchase.
 Hemispheric
Lateralization/Split Brain
Theory

Figure 7.14  Right/ Left Brain

Hemispheres
specialize in certain
functions
 Division of labour
between the 2
hemispheres is
known as
lateralization
Measures of Consumer Learning
 Recognition and Recall Measures
 Brand Loyalty
 Brand equity
Measures of Consumer Learning Brand Loyalty

Three groups of factors Three types of loyalty

• Personal degree of risk aversion • Covetous loyalty
or variety seeking
• Inertia loyalty
• The brand’s reputation and
availability of substitutes • Premium loyalty
• Social group influences

Brand Equity – the value

inherent in a well-known
brand name; results from
Brand Loyalty.
THANK YOU