1.
CONSUMER LEARNING
Prof. Abhipsa Mishra

2.
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.
Consumer Learning I Prof. Abhipsa Mishra

3.
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.
Consumer Learning I Prof. Abhipsa Mishra

4.
In Terms of Consumer Learning, Are These New
Products Likely to Succeed?
Consumer Learning I Prof. Abhipsa Mishra4

5.
These Ads Might Induce Learning
Due to the Familiar Names
Consumer Learning I Prof. Abhipsa Mishra5

6.
.
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
Consumer Learning I Prof. Abhipsa Mishra6

7.
Elements of Learning Theories
Consumer Learning I Prof. Abhipsa Mishra7

8.
Two Major Learning Theories
Consumer Learning I Prof. Abhipsa Mishra

9.
Behavioral Learning
Consumer Learning I Prof. Abhipsa Mishra
It is a type of learning
in which an individual's
behavior is modified by
its antecedents and
consequences.
It is a process of
behavior modification
made famous by Ivan
Pavlov and his
experiments
conducted with dogs.
Ivan Pavlov B. F. Skinner

10.
Classical Conditioning by Ivan Pavlov
Consumer Learning I Prof. Abhipsa Mishra

11.
Consumer Learning I Prof. Abhipsa Mishra 11

12.
Model of Classical Conditioning
Consumer Learning I Prof. Abhipsa Mishra
Food and water
12

13.
Example
Consumer Learning I Prof. Abhipsa Mishra
Dinner aroma
8 O'clock News
8 O'clock News
You are hungry
You are hungry
1313

14.
Discussion Questions
For Coca-Cola (or any other beverage company):
 How have they used classical conditioning in their marketing
 Identify the unconditioned and conditioned stimuli, the conditioned and
unconditioned response.
Consumer Learning I Prof. Abhipsa Mishra14

15.
How effective conditioning can create a very
favourable strategy for marketers...
• The cola’s (Pepsi and Coke) have used Classical Conditioning very effectively
over the years.
• Thirst (An Unconditioned Response) is generated by various environmental and
physical factors like heat, sports, workout, dehydration etc. (These
are Unconditioned Stimuli).
• Pepsi and Coke have strategically placed and associated their products with all the
above Unconditioned Stimuli like heat, sports, etc repeatedly.
• They have also used key words in their branding like “Thanda Matlab Coca Cola”.
This has played the part of a Conditioned Stimulus which is placed along with
the Unconditioned Stimuli every time (hence the sponsorships for major sporting
events).
• Over time the Conditioned Stimulus (Cola drink) becomes a signal for the
arrival of the Unconditioned Stimulus (heat, dehydration) for the brain and we
feel thirsty just by seeing a big poster of Coke or Pepsi without actually
experiencing any of the above environmental or physical factors. Thus, we don’t
only have a Coke/Pepsi when we are thirsty, we feel thirsty when we see a
Coke/Pepsi! Consumer Learning I Prof. Abhipsa Mishra

16.
Other examples
• Dermi cool – “Aaya mausam thande thande Dermi cool ka”
• Fair n Lovely winter fairness cream – “Sardiyon mein
nikhar ghatega nahin badhega”
• “Chhoti bhook hai iska naam”
Consumer Learning I Prof. Abhipsa Mishra

17.
Strategic Applications of Classical Conditioning
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Increases the association
between the conditioned
and unconditioned
stimulus
• Slows the pace of
forgetting
• Advertising wear out is
a problem
Basic Concepts
Consumer Learning I Prof. Abhipsa Mishra17

18.
Why Did Amul Use Different Ads to Advertise the
Same Product?
Consumer Learning I Prof. Abhipsa Mishra

19.
Repetition of the Message with Varied Ads Results in
More Information Processing by the Consumer
Consumer Learning I Prof. Abhipsa Mishra

20.
How are songs in ads an example of
classical conditioning?
Nerolac
Titan
Doordarsha
n

21.
How are songs in ads an example of
classical conditioning?
Nerolac
Titan
Doordarsha
n

22.
Strategic Applications of
Classical Conditioning
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Having the same
response to slightly
different stimuli
• Helps “me-too” products
to succeed
• Useful in:
 Product extensions
 Family branding
 Licensing
Basic Concepts
Consumer Learning I Prof. Abhipsa Mishra22

23.
Stimulus generalization
Consumer Learning I Prof. Abhipsa Mishra
4

24.
What Is the
Name of the
Marketing
Application
Featured Here
and Which
Concept of
Behavioral
Learning Is It
Based On?
Consumer Learning I Prof. Abhipsa Mishra Consumer Learning I Prof. Abhipsa Mishra24

25.
Product
Category
Extension
Stimulus
Generalization
Consumer Learning I Prof. Abhipsa Mishra Consumer Learning I Prof. Abhipsa Mishra25

26.
Strategic Applications of
Classical Conditioning
• 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
Basic Concepts
Consumer Learning I Prof. Abhipsa Mishra26

27.
Stimulus Discrimination
Product Differentiation
Consumer Learning I Prof. Abhipsa Mishra

28.
Instrumental (Operant) Conditioning -
Burrhus Frederic Skinner
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29.
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30.
A Model of Instrumental Conditioning
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31.
Reinforcement of 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.
Consumer Learning I Prof. Abhipsa Mishra

32.
Reinforcement of Behavior
Extinction Forgetting
A learned response is no longer
reinforced
The reinforcement is 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.
Consumer Learning I Prof. Abhipsa Mishra

33.
Strategic Applications of Instrumental Conditioning
• Customer Satisfaction (Reinforcement) – It
means that each time the customer has an
experience with the product or company, there
has been positive reinforcement
• This is the reason relationship marketing is so
important.
Consumer Learning I Prof. Abhipsa Mishra

34.
Strategic Applications of Instrumental Conditioning
• 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.
Consumer Learning I Prof. Abhipsa Mishra

35.
Strategic Applications of Instrumental Conditioning
• 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.
Consumer Learning I Prof. Abhipsa Mishra35

36.
Strategic Applications of Instrumental Conditioning
• 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.
Consumer Learning I Prof. Abhipsa Mishra

37.
Classical and Operant Conditioning
Consumer Learning I Prof. Abhipsa Mishra

38.
Consumer Learning I Prof. Abhipsa Mishra38

39.
Observational Learning
(modeling or vicarious learning
• A process by which
individuals learn
behavior by observing
the behavior of others
and the consequences of
such behavior
Consumer Learning I Prof. Abhipsa Mishra
Albert Bandura

40.
Information Processing and
Cognitive Learning
Consumer Learning I Prof. Abhipsa Mishra

41.
Cognitivism
• Grew in response to Behaviorism
• Knowledge is stored cognitively as symbols
• Learning is the process of connecting symbols
in a meaningful & memorable way
• Studies focused on the mental processes that
facilitate symbol connection

42.
Cognitive Learning Theories
 Discovery Learning - Jerome Bruner
 Meaningful Verbal Learning - David Ausubel

43.
Cognitive Learning Theory
 Discovery Learning
 Bruner said anybody can learn anything, at any age,
provided it is stated in terms they can understand
 Powerful Concepts (not isolated facts)
– Transfer to many different situations
– Only possible through Discovery Learning
– Confront the learner with problems and help them find
solutions. Do not present sequenced materials.

44.
Cognitive Learning Theory
 Meaningful Verbal Learning
Advance Organizers:
New material is
presented in a
systematic way, and
is connected to
existing cognitive
structures in a
meaningful way.

45.
 Meaningful Verbal Learning
Cognitive Learning Theory
When learners have
difficulty with new
material, go back to
the concrete anchors
(Advance Organizers).
Provide a Discovery
approach, and they’ll
learn.

46.
Cognitivism in the Classroom
• Inquiry-oriented
projects
• Opportunities for the
testing of hypotheses
• Curiosity encouraged
• Staged scaffolding

47.
Attention Cognitive
Action Conative Purchase
Postpurchase
Evaluation
Trial
Adoption
Decision
Confirmation
Affective
Evaluation
Interest
Evaluation Persuasion
Knowledge
AwarenessAwareness
Knowledge
Interest
Desire
Innovation
Adoption
Model
Decision-
Making
Model
Tricompetent
Model
Innovation
Decision
Process
Promotional
Model
Knowledge
Behavior
Evaluation
Generic
Framework
Theoretical Models of Cognitive Learning
Consumer Learning I Prof. Abhipsa Mishra47

48.
Measures of Consumer Learning
Brand Loyalty
• Recognition and Recall Measures
• Brand Loyalty
Consumer Learning I Prof. Abhipsa Mishra

49.
Measures of Consumer Learning Brand Loyalty
Brand Equity – the value inherent
in a well-known brand name
Consumer Learning I Prof. Abhipsa Mishra

50.
Consumer Learning
Consumer Learning I Prof. Abhipsa Mishra