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Chapter 6 Learning

This document discusses the importance of consumer learning in influencing consumer behavior. It defines consumer learning as the set of changes in a consumer's behavior that arises from experience. There are two types of learning - intentional learning that occurs from a careful search for information, and incidental learning that occurs accidentally without much effort, such as from advertising. Marketers aim to teach consumers new behaviors through promotional tools by instructing them on where and how to buy, use, maintain, and dispose of products. Learning theories discussed include behavioral theories based on stimulus-response and reinforcement, as well as observational learning where consumers learn by observing others. Examples are given of how these theories are applied in marketing, such as using scarcity and sensory marketing tactics, associ

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43 views28 pages

Chapter 6 Learning

This document discusses the importance of consumer learning in influencing consumer behavior. It defines consumer learning as the set of changes in a consumer's behavior that arises from experience. There are two types of learning - intentional learning that occurs from a careful search for information, and incidental learning that occurs accidentally without much effort, such as from advertising. Marketers aim to teach consumers new behaviors through promotional tools by instructing them on where and how to buy, use, maintain, and dispose of products. Learning theories discussed include behavioral theories based on stimulus-response and reinforcement, as well as observational learning where consumers learn by observing others. Examples are given of how these theories are applied in marketing, such as using scarcity and sensory marketing tactics, associ

Uploaded by

فيصل ابراهيم
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© © All Rights Reserved
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Chapter6

Consumer Learning: Important


psychological factor in consumer behavior

Yosra Missaoui

1
Learning from our
previous experience

How our previous buying experiences influence our behavior ?

How the incentives and rewards given by companies influences our buying
decision?

Please watch this video :


https://video.search.yahoo.com/search/video?fr=mcafee&p=Consumer+
Learning#action=view&id=10&vid=e5e94bb85bc6c69da5cb5835227b17a
1
What is Consumer Learning?

The learning is

the set of changes in consumer’s


behaviour arising from
experience .

A process by which individuals acquire


the purchase and consumption
knowledge and experience that they apply
to future related behavior.
Types of Learning Processes

Learning can be :
Intentional
• learning acquired as a result of a
careful search for (example : when
you want to buy a new car , you
need to learn and search all
information related to it)

Incidental
• learning acquired by accident or
without much effort
• (when you are watching the TV you
learn about a new iPhone through
an advertising )
Importance of Learning
in marketing ?
THE MARKETER’S CHALLENGE: HOW TO TEACH CUSTOMERS
NEW BEHAVIOURS

Marketers must teach consumers through


their promotional tools in order to  create and
reinforce new customer behaviors by
teaching them:
where to buy the product?
how to use the product?
how to maintain the product?
how to dispose of products?
Elements of Learning
Theories
Reinforcement

Positive Reinforcement: Negative


Positive outcomes that Reinforcement:
strengthen the likelihood Unpleasant or negative
of a specific response outcomes that serve to
Example: Ad showing encourage a specific
beautiful hair as a behaviour
reinforcement to buy Example: Ad showing
shampoo, discounts , wrinkled skin as
rewards , bonus , free reinforcement to buy skin
calls (mobily ) cream
The Learning Theories

Behavioural Theories: Theories based on the


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

Cognitive Theories: A theory of learning


based on mental information processing, often
in response to problem solving.
Behavioural Theories : Stimulus response
theory.
Example of marketing
stimuli :
When a buyer sees that the item he or she wants is near selling out,
it’s just one more reason to make a purchase immediately

When a buyer sees that the item he or she


wants is near selling out, it’s just one
more reason to make a purchase
immediately
Limited time offers and limited quantity
offers as scarcity marketing tactics
Sensory marketing
https://www.businesswire.com/news/home/20191112005413/en/Sens
ory-Experiences-Increase-In-Store-Sales-10-Percent
Atmosphere shows effect on customer behaviour

https
://ixtenso.com/retail-marketing/sensory-experiences-increase-in
-store-sales.html
Sensory Marketing,” which proves that sensory marketing has positive
emotional, cognitive and behavioralimpacts on shoppers in-store.
Behavioural Learning
Theories
Three major theories:

Classical
Observational
Conditioning: a Instrumental
Learning: consumers
neutral stimulus is Conditioning: behavior
learn by observing the
associated with an is conditioned through
behaviour of others, and
unconditioned reinforcement (rewards
consequences of such
or punishment )
stimulus which behaviour.
naturally generate
a response
Example of Classical Conditioning use in
marketing : Coca Cola

Coca-Cola’s marketing campaigns associate the Coca cola drink (neutral stimulus ) with Santa Cruise
(unconditioned stimulus ) to generate the happiness and excitement of consumers (response ) .
Application of Instrumental
Conditioning theory in marketing

Marketers must create a favorable experience as


instrumental in teaching the consumers to repeat the
purchase of the products .

Positive reinforcement is used , mainly the loyalty


cards , the bonus , the free gifts when buying ,
discounts , quantity discounts , cash discounts ….

If you do not take care of your customers,


someone else will. 
You make mistakes ⇒you lose ⇒ competitor wins
Application of Instrumental
Conditioning in marketing (cont’)

Make the product the ultimate reward (enhance the


quality , reduce the prices , enhance the benefits
offered ) example : Uber

Provide samples and free trials

Provide non-product rewards (price discount, loyalty


cards )

Practice relationship marketing (after sales services ,


positive interactions with customers , loyalty cards )
IKEA create positive
experience for its
customers
If you visit any IKEA store around the world, you will get the same experience. IKEA
invests heavily into customer experience.  This year alone, they’ve opened more
stores, invested in its home delivery network and launched a brand new app – all to
the benefit of their customer.
And the pay off has been huge! Not only is IKEA one of the most beloved
companies in the world, but their annual revenues have now reached more than $40
billion worldwide.
Thank you

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