Tutorial 6

Chapter 8:
Consumer Learning

1. The Elements of Consumer Learning

• Consumer learning is a process: it evolves and changes as a result of newly acquired knowledge or from actual experience.
• Newly acquired knowledge and personal experience serve as feedback to the individual and provide the basis for future behaviour in similar situations.

Learning: From Simple, almost reflexive responses to abstract concepts and complex problem-solving.

2. Behavioural Learning Theories

Also called stimulus-response theories: Based on the premise that observable responses to specific external stimuli signal that learning has taken place.

Classical Conditioning

Pavlov:
Conditional learning results when a stimulus (unconditional stimulus: food) that is paired with another stimulus (conditional stimulus = bell) that elicits a known response serves to produce the same response when used alone.

Optimal conditioning: Creation of a strong association between the conditioned stimulus (CS) and the unconditioned stimulus (US)
=>
1. forward conditioning (the CS should precede the US); 2. repeated pairings of the CS and the US; 3. a CS and US that logically belong together;
4. a CS that is novel and unfamiliar; and
5. a US that is biologically or symbolically salient.

→Neo-Pavlovian condition:
The consumer (information seeker) uses logical and perceptual relations among events to form a sophisticated representation of the world.

• Conditioning also generates more attention to subsequent advertisements and other promotions in the environment.
Instrumental Conditioning

• Learning occurs through a trial-and-error process.
• Instrumental conditioning helps explaining complex, goal-directed activities.
• Requires link between a stimulus and response
• The stimulus is learned that has the