Learning

The process by which individuals acquire

the purchase and consumption knowledge
and experience that they apply to future
related behavior
Learning Theories
Behavioral Theories
Based on observable
behaviors that occur
as the responses on
exposure to stimuli
Cognitive Theories
Learning based on
mental information
processing
Often in response to
problem solving

Elements of
Learning Theories
Motivation
Cues
Response
Reinforcement
Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning

Classical
Conditioning
A stimulus is paired
with another stimulus
that elicits a known
response that serves
to produce the same
response when used
alone
Models of Classical Conditioning
Classical Conditioning
Unconditioned Stimulus
Dinner aromas
Conditioned Stimulus
Favorite 9 PM soap
Conditioned Stimulus
Favorite 9 PM soap
After Repeated Pairings
Unconditioned Response
Salivation
Conditioned Response
Salivation
Applications of Classical
Conditioning
Repetition
Increases the association between the
conditioned and unconditioned stimulus
Slows the pace of forgetting
Problem is advertising wear-out occurs


Stimulus Generalization
No two situations are exactly alike.
However, responses to certain situations
can be applied to similar but different
situations
Because of the principle of generalization,
the individual can adjust to new learning
situations more smoothly because of the
previous learning experiences
Typewriter to keyboard
Stimulus Discrimination
While generalization is a reaction to
similarities of stimuli or responses,
discrimination is the ability to differentiate
between relatively similar stimuli where
generalization would yield negative
consequences

Instrumental
(Operant)
Conditioning
A trial-and-error
process, with habits
forced as the result of
positive experiences
(reinforcement)
resulting from certain
responses or
behaviors.
Types of Reinforcement
Positive / Reward
events that strengthen the likelihood of a specific response
Negative / Punishment
negative outcome that also serves to encourage a specific
behavior
Forgetting and Extinction
when a learned response is no longer reinforced, it diminishes to
the point of extinction; that is, to the point at which the link
between the stimulus and the expected reward is eliminated
A Model of Instrumental Conditioning
Observational
Learning
Observe how others
behave in response
to certain stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
The consumer
observes a
positive
response by
two teens.
Cognitive
Learning
Theory
Human beings learn
most by problem
solving, which
enables individuals
to gain some control
over their
environment
Information Processing
Relates to cognitive ability and the
complexity of the information
How involved is the individual and how
important it is
Individuals differ in imagery their ability
to form mental images which influences
recall
Information Processing and
Memory Stores
Information Processing
Movement from short-term to long-term
storage depends on
Rehearsal
Encoding
Retention
Information is stored in
long-term memory
Episodically: by the order
in which it is acquired
Semantically: according
to significant concepts
Total package of
associations is called a
schema
Issues in Involvement Theory
Relevance to the person
Central and Peripheral Routes to
Persuasion
Measure of Involvement
How involved is the consumer?
Left brain / right brain?
High involvement / visual component
Consumer Relevance
Involvement depends on degree of
personal relevance.
High involvement is:
Very important to the consumer
Provokes extensive problem solving
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
Peripheral route
to persuasion
Loyalty
Function of three groups of influences
Personal drivers
Utility drivers
Social drivers
Four types of loyalty
No loyalty (whatever!)
Covetous loyalty (attachment without owning)
Inertia loyalty (lethargy)
Premium loyalty (exclusivity)