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    Consumer Behaviour Learning

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    Atul Mishra
    Marketers must teach consumers about products through learning processes. There are two main types of learning - intentional learning through careful search, and incidental learning without effort. Learning theories can be behavioral, based on stimulus-response, or cognitive, based on mental information processing. Behavioral theories include classical conditioning of pairing stimuli, and instrumental conditioning where experiences create habits through reinforcement. Marketers can apply these theories through repetition, generalization, discrimination, and rewarding desired behaviors.

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    Consumer Behaviour Learning

    Uploaded by

    Atul Mishra
    62 views17 pages
    Marketers must teach consumers about products through learning processes. There are two main types of learning - intentional learning through careful search, and incidental learning without effort. Learning theories can be behavioral, based on stimulus-response, or cognitive, based on mental information processing. Behavioral theories include classical conditioning of pairing stimuli, and instrumental conditioning where experiences create habits through reinforcement. Marketers can apply these theories through repetition, generalization, discrimination, and rewarding desired behaviors.

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    Consumer Behaviour Learning (1)

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    Marketers must teach consumers about products through learning processes. There are two main types of learning - intentional learning through careful search, and incidental learning without effort. Learning theories can be behavioral, based on stimulus-response, or cognitive, based on mental information processing. Behavioral theories include classical conditioning of pairing stimuli, and instrumental conditioning where experiences create habits through reinforcement. Marketers can apply these theories through repetition, generalization, discrimination, and rewarding desired behaviors.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    62 views17 pages

    Consumer Behaviour Learning

    Uploaded by

    Atul Mishra
    Marketers must teach consumers about products through learning processes. There are two main types of learning - intentional learning through careful search, and incidental learning without effort. Learning theories can be behavioral, based on stimulus-response, or cognitive, based on mental information processing. Behavioral theories include classical conditioning of pairing stimuli, and instrumental conditioning where experiences create habits through reinforcement. Marketers can apply these theories through repetition, generalization, discrimination, and rewarding desired behaviors.

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    Consumer Learning

    A process by which individuals acquire the


    purchase and consumption knowledge and
    experience that they apply to future related
    behaviour.

    Learning Processes

    • Intentional
    – learning acquired as a result of a careful
    search for information
    ■ Incidental
    -- learning acquired by accident or without much effort

    Elements of Learning Theories


    Importance of Learning

    Marketers must teach consumers:


    where to buy
    how to use
    how to maintain
    how to dispose of products
    Learning Theories

    • Behavioural Theories: ■ Cognitive Theories: A


    Theories based on the theory of learning based
    premise that learning on mental information
    takes place as the result of processing, often in
    observable responses to response to problem
    external stimuli. Also solving.
    known as stimulus
    response theory.
    Behavioural Learning Theories
    • Classical Conditioning

    • Instrumental Conditioning

    • Modeling or Observational Learning


    Classical Conditioning
    • Pairing a stimulus with another stimulus that elicits
    a known response to produce the same response
    when used alone.

    Instrumental (Operant) Conditioning


    learning based on a trial-and-error process, with
    habits forced as the result of positive
    experiences (reinforcement)
    Classical conditioning – cont’d
    • Classical conditioning is the learning of
    associations among events that allows us to
    anticipate and represent our environment.

    • From this viewpoint, classical conditioning is not


    reflexive action, but rather the acquisition of
    new knowledge
    Strategic Applications of Classical
    Conditioning
    • Repetition

    • Stimulus Generalization
    – The inability to perceive differences between slightly
    dissimilar stimuli.

    • Stimulus Discrimination
    Repetition
    • Repetition increases strength of
    associations and slows forgetting
    • but over time may result in
    advertising wearout.
    • Cosmetic variations reduce satiation.
    Classical Conditioning and Marketing Strategy

    • Identify and pair product with a known, well-


    liked stimulus
    – More attention
    – More favourable attitudes
    – Greater intention to buy the product
    – Learning of key attributes
    • Use stimulus generalization effectively
    • Distinguish the product through effective use of
    stimulus discrimination
    Instrumental Conditioning
    • Consumers learn by means of trial and error
    process in which some purchase behaviours
    result in more favorable outcomes (rewards)
    than other purchase behaviours.

    • A favorable experience is instrumental in


    teaching the individual to repeat a specific
    behaviour.
    Reinforcement

    A positive or negative outcome that influences the


    likelihood that a specific behaviour will be repeated in
    the future in response to a particular cue or stimulus.
    Reinforcement
    ■ Negative Reinforcement:
    • Positive Reinforcement: Unpleasant or negative
    Positive outcomes that outcomes that serve to
    strengthen the likelihood encourage a specific
    of a specific response behaviour
    • Example: Ad showing
    beautiful hair as a
    ■ Example: Ad showing
    reinforcement to buy
    wrinkled skin as
    shampoo
    reinforcement to buy skin
    cream
    Other Concepts in Reinforcement
    • Punishment
    – Choose reinforcement rather than punishment

    • Extinction
    – Combat with consumer satisfaction

    • Forgetting
    – Combat with repetition
    Instrumental Conditioning and Marketing

    • Make the product the ultimate reward


    • Provide samples and free trials
    • Provide non-product rewards
    • Practice relationship marketing
    • Reinforcement Schedules
    • Massed versus Distributed Learning
    Cognitive Learning Theory

    • Learning through problem solving, which


    enables individuals to gain some control over
    their environment.
    • Three types:
    – Observational learning
    – Rote Learning
    – Reasoning

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