Consumer Learning

Consumer learning refers to a relatively permanent change in the behavior of consumers as a result of observation, interactions, purchasing, and consuming experiences. The learning may be from immediate experience or repeated experiences. 

The elements of learning

The elements of learning are motives (drives), repeated cues, responses, and reinforcement.

Motivation: Motivation is the driving force within an individual that compels him to act.

Cues: A cue is a Stimulus that directs motivated behavior. An advertisement acts as a cue for directing the motivated behavior

Response: Response is the reaction to a drive or cue.

Reinforcement: Reinforcement is a reward, in the form of pleasure, enjoyment, and other benefits, for the desired behavior. 

Learning is widely categorized as behavioral learning and cognitive learning

1. Behavioral learning 

Behavioral learning is a stimulus-response learning process that is based on the assumption that observable responses to specific external stimuli signal that learning has taken place. Behavioral learning includes classical conditioning, instrumental (or operant) conditioning, and observational (or modeling) learning.

Classical Conditioning

Classical Conditioning is a form of behavioral learning asserting that animals and humans can be taught behaviors through repetition. The Russian psychologist, Ivan Pavlov through experiments with dogs in 1897 observed that a biologically potent stimulus (e.g. food) paired with a previously neutral stimulus (e.g. a bell) causes a learning procedure.

Applying conditioning theory in consumer behavior:

Stimulus generalization: Stimulus generalization is referred to responding to stimuli, in the same way, as slightly different stimuli. Stimulus generalization is used in marketing in the following ways:

Product line extensions: Product line extensions are referred to additions of related items to an established brand under a single trusted brand name. 

Family branding: : Family branding is referred to the marketing of a large number of products under the same brand name. It is the marketing application of stimulus generalization.

Licensing: Licensing the business activity of allowing to affix a brand name to the products of another manufacturer. Licensing is also an application of stimulus generalization.

Brand differentiation: Brand differentiation is a marketing strategy by positioning products and services in such a way that differentiates them effectively from competitive offerings. Brand Differentiation is the opposite of stimulus generalization aimed at getting consumers to select only a specific stimulus from among similar stimuli. Therefore, marketers use persuasive messages to convey a brand’s unique benefits effectively and differentiate it from the competition. 

Instrumental conditioning (operant conditioning) 

Operant conditioning is a form of behavioral learning based on the assumption that learning happens through a trial-and-error process, and habits are formed as an outcome of rewards and punishments received for certain actions. In a marketing context, instrumental conditioning proposes that consumers learn using a trial-and-error process in which some purchase behaviors result in more favorable results (i.e., rewards) than others. The consumer learns from the favorable experience and repeats a specific behavior.

Positive and Negative Reinforcements

F. Skinner who developed the model of operant conditioning distinguishes between two types of reinforcement that affect the chances that a response will be repeated.

1. Positive reinforcement: it is the rewards for particular behavior which increase the chances of repeating the same response and behavior during the same situation. Example: a customer is given wonderful gifts after the purchase. 
   
2. Negative reinforcement: It is avoiding an unpleasant stimulus, which will increase the chances of a given behavior during the same circumstances. Example: repetitive bad reviews about the product influence the customers to not buy the particular product. 

Observational learning (modeling)

Observational learning (modeling) is the learning process through which learning occurs by observing the behavior of others and the consequences of such behavior. Observational learning is applied in marketing by celebrities for endorsing the brands. 

2. Cognitive learning

Unlike behavior learning which is an instinctive response to stimuli, Cognitive learning consists of the deliberate mental processing of data and information. A lot of learning occurs through thinking and problem-solving. Consumers resolve purchase-related dilemmas by searching for information and carefully evaluating the information. “Cognitive learning is the systematic evaluation of information and alternatives needed to solve a recognized but unfilled need or unsolved problem”. 

Consumers process and evaluate product information by brands and attributes, and compare between brands. The benefits of attributes and evaluation of alternatives influence the intensity or degree of information processing. Consumers with higher cognitive abilities prefer to acquire more product information than consumers with lesser cognitive abilities.

Brand Loyalty

Brand loyalty is the outcome of favorable consumer learning about the brand. Brand loyalty is a consumer's positive feelings towards a brand, and intention of customers towards purchasing the products and services of the same brand regularly, without considering the deficiencies, alternative search, or changes in the environment. 

The components of brand loyalty are: 

The perceived value of customers about the brand

Brand trust

Customer satisfaction, 

Repeat purchase behavior

Commitment