Lecture 5 (Learning)

Lecture 5 (Learning)

1. DEFINITION: The Process by which induviduals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour

2. FOUR ELEMENTS OF LEARNING THEORIES

   • Motivation = Unfilled needs lead to motivation
   • Cues = Stimuli that direct motives
   • Response = Consumer reaction to a drive or cue
   • Reinforcement = Increases the likelihood that a response will occur in the future as a result of a cue

3. TWO MAJOR LEARNING THEORIES

   • BEHAVIOURAL LEARNING = Based on observable behaviours (responses) that occur as a result of exposure to stimuli
     • Classical Conditioning = When a stimulus is pared with another stimulus that elicits a known response that serves to produce the same response when used alone (Pavlov)
       • Repitition - Increases the association between the conditioned and unconditioned stimulus. Slows the pace of forgetting BUT advertising wearout is a problem
       • Stimulus Generalisation - Having the same response to slightly different stimuli. Helps "me-too" products to succeed. Useful in product extensions.
       • Stimulus Discrimination (Positioning) - Opposite of stimulus generlisation, Selection of a specific stimulus from similar stimuli (product differentiation). this discrimination is the basis of positioning which looks for unique ways to fill needs.
     • Instrumental Learning = Learning based on a trial and error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviours. E.g trying on different jeans
       • Reinforcement of Behaviour. Positive outcome - Strengthen likelihood. Negative outcome - Encourages behaviour.
   • COGNITIVE LEARNING = Learning based on mental information processing. Often in response to problem solving.
     • Information Processing & Cognitive Learning = Learning involves complex mental processing of information. Emphasizes the role of motivation
       • Generic Framework for Cognitive Learning = Knowledge --> Evaluation --> Behaviour
     • Involvement = Degree of personal relevance that the product or purchase holds for that customer. High involvement purchases are very important to the customer. Low involvement ones hold little relevance and perceived risk.
       • Central Route to Persuasion - For high involvement purchases. Requires cognitive processing.
       • Peripheral Route to Persuasion - Low involvement, consumer is less motivated to think, learning through repitition and visual clues, passive learning.