1. Chapter 7
Consumer Learning,
Memory and
Involvement

2. Chapter Outline
• Understanding Learning
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Memory and Involvement
• Measures of Consumer Learning

3. Learning
• The 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

4. The Elements of Consumer
Learning
• Motivation
• Cues
• Response
• Reinforcement

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

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

7. 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.

8. Models of Classical Conditioning
Figure 7-1a

9. Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition • Increases the
• Stimulus association between
generalization the conditioned and
• Stimulus unconditioned stimulus
• Slows the pace of
discrimination
forgetting
• Advertising wear out is
a problem

10. 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.

11. A Model of Instrumental Conditioning
Figure 7-1b

12. 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.

13. The consumer
observes a
positive
response by
two teens.

14. 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.

15. 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

16. Memory- Information Processing
and Memory Stores - Figure 7.1c

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

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

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

20. 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

21. Peripheral route to
persuasion

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

23. 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

24. No loyalty: no purchase at all and no
cognitive attachment to the brand. This
means the customer has no emotional
attachment to your brand and would
most likely not purchase again.
Covetous loyalty: no purchase but
strong attachment. This means the
customer likes the product but most
likely would not purchase again.

25. Inertia loyalty: purchasing the brand
because of habit and convenience , no
emotional attachment.This means the
customer has created a habit of
purchasing your product but has no
emotional tie to the product.
Premium Loyalty: high attachment and
high repeat purchase. This means the
customer cognitively chooses to re-
purchase a product and truly enjoys the
product.

26. Harley-Davidson Has Strong
Brand Loyalty
weblink

27. 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

28. Thank You all for your
Attention