This document discusses consumer learning and how understanding consumer behavior can help with marketing strategies. It covers several learning theories including classical conditioning, instrumental conditioning, observational learning, and cognitive learning theory. Classical conditioning involves stimulus-response associations while instrumental conditioning is based on reinforcement of behaviors. Observational learning occurs when consumers observe and model the behaviors of others. Cognitive learning theory focuses on how problem-solving enables consumers to gain control over their environment. Understanding the different learning theories can help marketers determine the best approaches for different products.
2. Objective
This presentation is to understand how the consumer learns and how the learning
process determines our marketing strategy.
3. Consumer Behaviour
A consumer is a human being who walks, talks, breathes, laughs, sings, dances, etc.
The way in which he/she does all that is called Behaviour.
If we can understand the Consumer Behaviour we would be in a better state to make our
decisions in business.
16. Stimulus Generalization and Marketing
• Product Line, Form and Category Extensions
• Family Branding
• Licensing
17. The ability to
select a specific
stimulus from
among similar
stimuli because of
perceived
differences.
Stimulus
Discrimination
Positioning Differentiation
18. Instrument (Operant)
Conditioning
A behavioral theory of learning based on a trial-and-error process, with habits
forced as the result of positive experiences (reinforcement) resulting from certain
responses or behaviors.
19. A Model of Instrumental Conditioning
Stimulus
Situation
(Need good-
looking jeans)
Try
Brand D
Try
Brand C
Try
Brand B
Try
Brand A
Unrewarded
Legs too tight
Unrewarded
Tight in seat
Unrewarded
Baggy in seat
Reward
Perfect fit
Repeat Behavior
20. Instrumental Conditioning
• Consumers learn by means of trial and error process in which some
purchase behaviors result in more favorable outcomes (rewards) than
other purchase behaviors.
• A favorable experience is instrumental in teaching the individual to
repeat a specific behavior.
22. Reinforcement
Positive Reinforcement
• Positive outcomes that
strengthen the likelihood of a
specific response
• Example: Ad showing beautiful
hair as a reinforcement to buy
shampoo
Negative Reinforcement
• Unpleasant or negative
outcomes that serve to
encourage a specific behavior
• Example: Ad showing wrinkled
skin as reinforcement to buy skin
cream
24. Other Concepts in Reinforcement
• Punishment
• Choose reinforcement rather than punishment
• Extinction
• Combat with consumer satisfaction
• Forgetting
• Combat with repetition
25.
26. Observational Learning
A process by which individuals observe the behavior of others, and consequences
of such behavior. Also known as modeling or vicarious learning.
27.
28.
29.
30. Cognitive Learning Theory
• Holds that the kind of learning most characteristic of human beings is
problem solving, which enables individuals to gain some control over
their environment.
31.
32. Models of Cognitive Learning
Sequential
Stages of
Processing
Promotional
Model
Tri-
competent
Model
Making
Model
Adoption
Model
Decision
Process
Attention Cognitive
Awareness
Knowledge
Awareness Knowledge
Interest
Desire
Affective Evaluation
Interest
Evaluation
Persuasion
Action Conative
Post
Purchase
Purchase
Evaluation
Trial
Adoption
Decision
Confirmation
35. Understanding the type of product
Depends on the type of the product & service
Low priced/ routine /habitual reminder advertisement periodic promotion
• Prominent shelf position
New products
• High advertising
• Free sampling
• Special price offer
• High value coupons
Low knowledge about the product
• Ads with detail info
• Sales personnel
36. Consumer learning
• Learning can be intentionally as well as unintentionally.
• A process by which individuals acquire the purchase and consumption
knowledge and experience that they apply to future related behavior
• Marketers must teach consumers:
• where to buy
• how to use
• how to maintain
• how to dispose of products
37. Elements of Learning Theories
• Unfilled needs lead to motivationMotivation
• Stimuli that direct motivesCues
• Consumer reaction to a drive or cueResponse
• Increases the likelihood that a response
will occur in the future as a result of a cueReinforcement
38. Measures of Consumer Learning
• Recognition and Recall Measures
• Aided and Unaided Recall
• Cognitive Responses to Advertising
• Copy testing Measures
• Attitudinal and Behavioral Measures of Brand Loyalty
Motives
Motivation is important because it will differ from one consumer to the next. We may all have a need, but some are more motivated to fulfill the need versus another
.
Cues
Capable of providing direction i.e. it influences the manner in which, to respond to motive.e.g. hungry man is guided by restaurant signs or aroma of food.
Response
Mental or physical activity in reaction to a stimulus.
Reinforcement
Anything that follows the response and increase the tendency of response to reoccur in a similar situation.