SAUD KHAN

CONSUMER
BEHAVIOR

LEARNING
Learning ……buy what???
Learning ……???
Learning ……???
 Learning
 The 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
 Elements of
Learning Theories
 Motivation

 Cues

 Response

 Reinforcement
 Elements of
Learning Theories
 Motivation
– Motivation is based on needs and goals
– Needs and goals serving as stimuli
Learning ……???
 Elements of
Learning Theories
 Cues
– Cues are the directing stimuli they can take a
motive to learning
– Cues should match the customer’s
expectation
– Many cues are competing
Learning ……???
 Elements of
Learning Theories

 Response
– How the individual react to a cue
Learning ……???
 Elements of
Learning Theories
 Reinforcement
– The likelihood that a specific response will
occur in the future as a result of particular
cues or stimuli
– Headache tablets helped in this exams…..
 Learning Theories

 Behavioral  Cognitive Theories

Theories – Learning based on
– Based on observable mental information
behaviors (responses) processing
that occur as the – Often in response to
result of exposure to problem solving
stimuli
 Behavioral Learning Theories
 Classical Conditioning
 Instrumental Conditioning
 Modeling or Observational Learning
 A behavioral learning
theory according to
which a stimulus is
paired with another
Classical
stimulus that elicits a
Conditioning
known response that
serves to produce the
same response when
used alone.
Models of Classical Conditioning
Figure 7-2a
Figure 7-2b
 weblink

We now associate
this product
with strength.
Strategic Applications of Classical
Conditioning
Basic Concepts

 Repetition  Increases the

 Stimulus association between
generalization the conditioned and
 Stimulus
unconditioned
discrimination stimulus
 Slows the pace of
forgetting
 Advertising wearout is
a problem
 Advertising wearout
 With exposure beyond a certain point an
individual can become satiated and
attention and retention will decline
 To avoid marketer go for same ad in a
variety of formats…..supreme, Lipton tea.
 Use different background or spokesperson
 3 ads are ideal
Learning ……???
Learning ……???
Learning ……???
Strategic Applications of Classical
Conditioning
Basic Concepts

 Repetition  Having the same

 Stimulus response to slightly
generalization different stimuli
 Helps “me-too”
 Stimulus
discrimination products to succeed
 Useful in product lines
extensions
Learning ……???
Learning ……???
 Discussion Question
Stimulus Generalization
 How does CVS Pharmacy use stimulus
generalization for their private brands?
 Do you think it is effective?
 Should this be allowable?

weblink
 contd
 Chicken Hut, Quick…….McDonald
 K&N Foods packing copied
 Licensing done by
– Pierre Cardin
– CalvinKlin
– Christian Dior, La Coste etc
Strategic Applications of Classical
Conditioning
Basic Concepts

 Repetition  Selection of a specific

 Stimulus stimulus from similar
generalization stimuli
 This discrimination is
 Stimulus
discrimination the basis of
positioning which
looks for unique ways
to fill needs
Learning ……???
 A behavioral theory of
learning based on a
trial-and-error process,
Instrumental with habits forced as
(Operant) the result of positive
Conditioning experiences
Skinner Rats Box
(reinforcement)
resulting from certain
responses or
behaviors.
A Model of Instrumental Conditioning
Figure 7-10
Learning ……???
Learning ……???
 A process by which
individuals observe
how others behave in
response to certain
Observational
stimuli and
Learning
reinforcements.
Also known as
modeling or
vicarious learning.
Learning ……???
Learning ……???
The consumer
observes a
positive
response by
two teens.
 Holds that the kind
of learning most
characteristic of
Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.
Learning ……???
 Information Processing
 Relates to cognitive ability and the
complexity of the information
 Individuals differ in imagery – their ability
to form mental images which influences
recall
Information Processing and
Memory Stores - Figure 7.14
 Remember this #

03217491738
 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
 Schematic memory
Local
club Restaurant
My place

Where?

Budget GRADUATION Who

PARTY to invite?

What drinks? What food?

 Involvement Theory
or
Split Brain Theory

 Left Brain Side

 Right Brain Side
 Brain functions
 The left side is primarily responsible for
cognitive activities such as reading,
speaking and attributional information
processing. Individuals who are exposed to
verbal information cognitively analyze the
information through left brain processing
and form mental images.

 The Right side of the brain is concerned

with nonverbal, pictorial and holistic
information.
Learning ……???
 Brain functions
In another way
 Left side is supposed to be rational, active
and realistic
 Right side is emotional, metaphoric,
impulsive and intuitive.
 Left and right brain functions
 The left and right sides of the brain may
be opposite but they are also
complementary

 The left brain assists in recalling

information, while the right brain
organises the information to give a holistic
picture
 Left and right brain functions

 Marketers should appeal to the right brain or left

brain………….?

 TV ads are Right brain activity (low involvement)

Classical conditioning….. through repetition
consumer product is paired with visual image
 Print ads are Left brain activity (High
involvement)
 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
 Brand Loyalty / Brand Equity
 Brand loyalty and brand equity lead to
increased market share and greater profits
 Brand equity reflects learned brand loyalty
 THANK YOU

“Growing seed makes No sound, but falling trees

makes huge noises, destruction is always noise but
creation is always quite, that is the real power of
silence”
 …???
“Growing seed
makes No
sound, but
falling trees
makes huge
noises,
destruction is
always noise
but creation is
always quite,
that is the real
power of
silence”