Consumer Learning

Unit 4
Unit 4: (06 Hours) Individual Influences on
Consumer Behaviour: Part 2
 A) Learning: Elements of Consumer Learning,
Marketing Applications of Behavioural Learning
Theories, Classical Conditioning – Pavlovian Model,
Neo-Pavlovian Model, Instrumental Conditioning
 B) Attitude: Basics of attitude, the nature of attitude,
Models of Attitude and Marketing Implication,
(Tricomponent Model of attitude, Multi attribute
attitude models. Elaboration Likelihood Model)
 C) Persuasive Communication: Communications
strategy, Target Audience, Media Strategy, Message
strategies, Message structure and presentation.
Individual influence on CB- Consumer Learning. 6-2
 Consumer Learning

A process by which individuals acquire

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

Individual influence on CB- Consumer Learning. 6-3

 Learning Processes
 Intentional
– learning acquired as a result of a
careful search for information(by
using various source)
 Incidental
-- learning acquired by accident or
without much effort(by chance)

Individual influence on CB- Consumer Learning. 6-4

 Importance of Learning

 Marketers must teach consumers:

– where to buy
– how to use
– how to maintain
– how to dispose of products

Individual influence on CB- Consumer Learning. 6-5

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

Individual influence on CB- Consumer Learning. 6-6

Elements of Learning Theories
 Motivation
 Unfilled needs leads to motivation, which sparks
learning.
 The degree of relevance, or involvement,
determinants are consumer’s level of motivation to
search for knowledge or information about a
product or service(involvement theory)
 Uncovering consumer motives is one of the
prime tasks of marketers
Individual influence on CB- Consumer Learning. 6-7
Elements of Learning Theories
Cues
If motives serves to
stimulate learning, cues are
the stimuli that direct these
motives.
 Market place, price,
packaging, store display – cues
Individual influence on CB- Consumer Learning. 6-8
Elements of Learning Theories
Response
How individual react to
a drive or cue – how
they behave –
constitute their
response.
Individual influence on CB- Consumer Learning. 6-9
 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.

Individual influence on CB- Consumer Learning. 6-10

Behavioural Learning Theories

 ClassicalConditioning
 Instrumental Conditioning
 Modeling or Observational Learning

Individual influence on CB- Consumer Learning. 6-11

 Classical Conditioning

 Pairing a stimulus with another stimulus

that elicits a known response to produce the
same response when used alone.

Individual influence on CB- Consumer Learning. 6-12

 In marketing, classical conditioning can be
used to promote aggressive learning that
helps customers associate certain
behaviours or feelings with brands or
products.
 Classical conditioning involve developing a
certain association learning a new
behaviour after with the stimuli.
 Many brands use this approach to associate
their products with an action or emotion
that might help the product sell and increase
revenue.
Individual influence on CB- Consumer Learning. 6-13
Individual influence on CB- Consumer Learning. 6-14
Individual influence on CB- Consumer Learning. 6-15
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.

Individual influence on CB- Consumer Learning. 6-16

Strategic Applications of Classical
Conditioning
 Repetition
 Stimulus Generalization
– The inability to perceive differences
between slightly dissimilar stimuli.
 Stimulus Discrimination

Individual influence on CB- Consumer Learning. 6-17

 Repetition

 Repetition increases strength of

associations and slows forgetting
 but over time may result in
advertising wear out.
 Cosmetic variations reduce satiation.

Individual influence on CB- Consumer Learning. 6-18

 Three-Hit Theory

 Repetition is the basis for the idea that

three exposures to an ad are necessary
for the ad to be effective
 The number of actual repetitions to
equal three exposures is in question.

Individual influence on CB- Consumer Learning. 6-19

 Stimulus Generalization
 The inability to
perceive differences
between slightly
dissimilar stimuli.
 Marketing
applications
– Product Line, Form
and Category
Extensions
– Family Branding
– Generalizing Usage
Situations
Individual influence on CB- Consumer Learning. 6-20
 Stimulus Discrimination

 The ability to select a specific stimulus

from among similar stimuli because of
perceived differences.
 https://www.youtube.com/watch?v=H41dX
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Individual influence on CB- Consumer Learning. 6-21

 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
» Continued

Individual influence on CB- Consumer Learning. 6-22

 Classical Conditioning and
Marketing Strategy
 Distinguish the product through
effective use of stimulus discrimination

Individual influence on CB- Consumer Learning. 6-23

 Instrumental (Operant)
Conditioning
 learning based on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)

Individual influence on CB- Consumer Learning. 6-24

Individual influence on CB- Consumer Learning. 6-25
 Instrumental Conditioning
B.F. Skinner(American Psychologist)
 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.

Individual influence on CB- Consumer Learning. 6-26

 Reinforcement
 Negative
 Positive
Reinforcement: Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the outcomes that serve to
likelihood of a specific encourage a specific
response behaviour
 Example: Ad showing  Example: Ad showing
beautiful hair as a wrinkled skin as
reinforcement to buy reinforcement to buy
shampoo
skin cream
Individual influence on CB- Consumer Learning. 6-27
Instrumental Conditioning and
Marketing

 Make the product the ultimate reward

 Provide samples and free trials
 Provide non-product rewards
 Practice relationship marketing
 Reinforcement Schedules
– Shaping
 Massed versus Distributed Learning
Individual influence on CB- Consumer Learning. 6-28
 Cognitive Learning Theory

 Learning through problem solving,

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

Individual influence on CB- Consumer Learning. 6-29

 Observational Learning

 Individuals learn by observing the

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

Individual influence on CB- Consumer Learning. 6-30

 Iconic Rote Learning

 Learning concepts through simple

repetition
– Repeated ads teach consumers about a
product’s attributes

Individual influence on CB- Consumer Learning. 6-31

 Reasoning

 Highest level of cognitive learning

 Involves creative thinking
 Depends on how information is
processed and stored

Individual influence on CB- Consumer Learning. 6-32

 Cognitive Learning and
Marketing Strategy
 Use rote learning to teach consumers about
the brand
 Use reasoning or problem solving for
complex or high-involvement products.
 Use modelling to extinguish negative
behaviour.
 Use knowledge of information processing
to help consumers store, retain and retrieve
messages.
Individual influence on CB- Consumer Learning. 6-33
 A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.

Attitude Formation & Change

What Are Attitudes?/Nature
 The attitude “object”
(Summery of evaluation of an object – product category, brand,
service, use causes, issues, people, add, internet site, price, medium)

 Attitudes are a learned predisposition

(result of direct experience, word of mouth, exposure to mass
media etc.)
 Attitudes have consistency
 Attitudes occur within a situation

Attitude Formation & Change

Structural Models of Attitudes

 Tricomponent Attitude Model

 Multi attribute Attitude Model

Attitude Formation & Change

A Simple Representation of the
Tricomponent Attitude Model

Cognition

Attitude Formation & Change

 Cognitive component:

This involves a person’s belief / knowledge about an

attitude object. The knowledge and perceptions that are
acquired by a combination of direct experience with the
attitude object and related information from various
sources

For example: “I believe ‘that LCD tv is better than

Plasma TV”.

Attitude Formation & Change

 Affective component/Hedonism:

This involves a person’s feelings /

emotions about the attitude object. A
consumer’s emotions or feelings about a
particular product or brand.

For example: Happiness, sadness, shame,

disgust, anger, distrust, guilt or surprise.
Attitude Formation & Change
 Conation Component:
The way the attitude we have influences how
we act or behave. The likelihood or tendency
that an individual will undertake a specific
action or behave in a particular way with
regard to the attitude object
 For example: “I will buy LCD tv.”

Attitude Formation & Change

 Attitude models that
examine the
Multi attribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

Attitude Formation & Change

Multi attribute Attitude Models

 The attitude-toward-object model

 The attitude-toward-behavior model
 Theory-of-reasoned-action model

Individual influence on CB- Consumer Learning. 6-42

Issues in Attitude Formation
 How attitudes are learned
– Conditioning and experience
– Knowledge and beliefs
 Sourcesof influence on attitude
formation
– Personal experience
– Influence of family
– Direct marketing and mass media
 Personality factors
Attitude Formation & Change
 Communication and
Consumer Behavior

Persuasive Communication

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 What is Communication?
• The transmission of a message from a sender to a
receiver via a medium of transmission.
• The communication process is initiated by the
sender, who is also referred to as the message
initiator or the source.
• In the context of marketing management
and consumer behaviour, the sender may be
formal or informal

9-45
 Persuasive Communication
Persuasion attempts to influence people's beliefs,
attitudes, intentions, motivations, or behaviours in
relation to an event, idea, object, or other person(s). 

Persuasive communication achieves five things:

– Stimulation
– Convincing
– Call to action,
– Increasing consideration,
– Tolerance for alternative perspectives.

9-46
 Issues in Designing Persuasive
Communications
• Communications strategy
• Media strategy
• Message strategy

9-47
 Communications strategy,
Objectives
• Creating awareness of a service,
• Promoting sales of a product,
• Encouraging (or discouraging) certain
practices,
• Attracting retail patronage,
• Reducing post purchase dissonance,
• Creating goodwill or a favourable image,
9-48
 Communications Strategy

Perceptions Memory

Experience

9-49
 Target audience

• Selecting the appropriate audience.

• Audience is made up of individuals
• Each individual has his or her own traits,
characteristics, interests, needs,
experience and knowledge,

9-50
 Media strategy
 
• Media strategy is an essential component of
a communications plan.
• It calls for the placement of ads in the
specific media read, viewed or heard by
each targeted audience.

9-51
 Media Strategy
• Consumer profiles
• Audience profiles

A cost-effective media choice is one

that closely matches the
advertiser’s consumer profile
with the medium’s audience profile.

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 Persuasive Capabilities and Limitations of
Major Media (Newspaper)
• Access to large audiences • Not selective
• Effective for local reach • Short message life
• Flexible • Cost varies based on
• Fast ad size and vehicle
• Feedback possible circulation
through coupon
redemption, etc.

9-53
 Persuasive Capabilities and Limitations of
Major Media (Magazines)
• Highly selective • Long lead time
• Selective binding possible • Delayed and indirect
• High quality production feedback
• High credibility • Rates vary based on
• Long message life circulation and
selectivity
• High pass along rate

9-54
 Persuasive Capabilities and Limitations of
Major Media (Television)
• Large audiences possible • Long lead time
• Appeals to many senses • Short message life
• Emotion and attention • Viewers can avoid
possible exposure with
• Demonstration possible zapping, etc.
• Very high costs overall • Day-after recall tests
• Low costs per contact for feedback

9-55
 Persuasive Capabilities and Limitations of
Major Media (Radio)
• High geographic and • Short exposure time
demographic selectivity • Audio only
• Short lead time • Zapping possible
• Relatively inexpensive • Delayed feedback
• Good local coverage through day-after
recall tests

9-56
 Persuasive Capabilities and Limitations of
Major Media (Internet)
• Potential for audience • Demographic skew to
selectivity audience
• Customized tracking • Great variation in
possible and other pricing
feedback tools possible • Privacy concerns
• Useful for branding and
reinforcement of
messages

9-57
 Persuasive Capabilities and Limitations of
Major Media (Direct Mail)
• High audience selectivity • Perception of junk
• Personalization possible mail
• Novel, interesting stimuli • Feedback possible
possible through response
• High cost per contact

9-58
 Persuasive Capabilities and Limitations of
Major Media (Direct Marketing)

• Development of • Privacy concerns

databases • Measurable responses
• High audience selectivity • Cost per inquiry, cost
per sale, revenue per
ad can be calculated

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 Message Strategy
• The MESSAGE STRATEGY aims to communicate the
brand to the target market in a creative and persuasive
manner.
• The MESSAGE STRATEGY refers to what is said in an
advertisement, and the message execution or tactics
constitute the manner in which the brand message is
communicated 

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 Structure / Issues in Message Presentation
• Resonance
– ( wordplay humorous double meaning accompanied by a relevant picture) Absolute
masterpiece(absolute Vodka, Pepsi Slogan “Hit the beach topless” – cap lying on
sand.

• Message Framing = +ve and –ve message

• One-sided Versus Two-sided Messages
– Only positive factor, / negative counterclaims
• Comparative Advertising
• Order Effects = first, middle, last tv add
• Repetition

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 Comparative Advertising

9-62
 Comparative Advertising

9-63
 Advertising Appeals
Fear
Humor
Abrasive advertising
Sex/Gender in advertising
Audience participation

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 Fear

9-65
 Humor to
Baby Boomers

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9-67
 Abrasive advertising

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