Learning Edited

Amity Business SchoolAmity Business School

LEARNINGMAMTA MOHAN

Amity Business SchoolAmity Business School

Consumer learning

•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

Amity Business School

Elements of Learning Theories

• Motivation• Cues• Response• Reinforcement


Learning Theories

Behavioral Theories: based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning

Cognitive Theory : of learning based on mental information processing, often in response to problem solving.


Classical Conditioning

According to which a stimulus is paired with another stimulus ( pavlovian Exp’t)

-unconditional stimulus (UCS: meat) -towards which customer already has a pre existing response, so the response to which does not have to be conditioned.

Conditioned Stimulus (CS: bell ringing)-stimulus to which Customer either does not have a response or a preexisting response needs modification, so a new response needs to be conditioned.


Classical Conditioning

• Classical conditioning process in which a person learns an association b/w 2 stimuli due to their constant appearance as a pair. Due to this continuous pairing C’r tend to attribute to the previously unknown stimuli ( pdt/ service) whatever they feel about the paired stimulus.

• Is not reflexive action, but rather the acquisition of new knowledge

• Works in Advertising. E.g identical slides of 2 similar pens paired with diff music.


Instrumental (Operant) ConditioningInstrumental (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.


Strategic Applications of Classical Conditioning

• Repetition- increases strength of associations b/t CS and UCS and slows forgetting but over time may result in advertising wear out.

• Cosmetic variations reduce satiation- diff back grounds, spokespersons.

• Substantive Variations-• Stimulus Generalization

• Stimulus Discrimination


Substantive Variations

• Are changes in advertisement contents across different versions of the same adds


Stimulus Generalization (SG)

Making the same response to slightly different stimuli.The inability to perceive differences between slightly dissimilar stimuli.

• SG and Marketing

• Me- To products.• Product Line, Form and Category Extensions• Family Branding• Licensing


Product Line Extension


Manufacturer Licenses Its Name


Stimulus Discrimination

The ability to select a specific stimulus from among similar stimuli because of perceived

differences.• Positioning• Differentiation


Instrumental Conditioning-Behaviour occurs because it is rewarding .

-Behaviour can be Shaped by rewarding that behaviour.

Marketing applications

• Customer Satisfaction (Reinforcement)- pdt as its own intrinsic reward.

• Reinforcement Schedules– Shaping– E.g casinos – Lotteries , sweep stakes.


Observational Learning/ Modelling

A process by which individuals observe the

behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.


Consumers Learn by Modeling


II Cognitive Learning Theory

Holds that the kind of learning most characteristic of human beings is problem solving.

Information ProcessingInformation Processing

A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved.

Retention-Information is stored in long-term memory.


Involvement Theory

A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

• Split Brain Theory


Split Brain theory :Encouraging Right and Left BrainProcessing


Involvement Theory and Consumer Relevance

• Involvement Theory and Media Strategy• Central and Peripheral Routes to Persuasion

A theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route


Measures of Consumer Learning

• Recognition and Recall Measures– Aided and Unaided Recall– Copy testing Measures

• Attitudinal and Behavioral Measures of Brand Loyalty

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