Lecture 13: Learning and Attitudes

Question 1

What factor of influence on consumer behaviour do Learning, Beliefs & Attitudes fall under

Answer 1

The psychological influence on consumer behaviour.

Question 2

What is learning according to Zaichowsky from a marketing perspective?

Answer 2

The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour (Zaichowsky, 1985)

Question 3

What is learning according to Solomon from a marketing perspective?

Answer 3

Learning is a change in behaviour that is caused by experience. Learning can occur through simple associations between a stimulus and a response or via a complex series of cognitive activities. (Solomon et al. 2016)

Question 4

What are the two ways we learn?

Answer 4

Incidental learning

• Acquired by accident or without much effort e.g. advertisements may influence consumers when they are not aware of its influence

Intentional learning

• Knowledge acquired as the result of a careful search for information

Question 5

What are the two major learning theories?

Answer 5

Behavioural learning (Classical/Pavlovian Conditioning)

• Based on observable behaviours (responses) that occur as the result of exposure to stimuli
• It is a process of behaviour modification made famous by Ivan Pavlov and his experiments conducted with dogs. (Ivan Pavlov)

Cognitive learning (Operant/Instrumental Conditioning)

• Learning based on mental information processing
• Often in response to problem solving
• It is a type of learning in which an individual’s behaviour is modified by its antecedents and consequences (B. F Skinner)

Question 6

How do marketers take advantage of classical conditioning?

Answer 6

Repetition:

• Increases the association between the conditioned and unconditioned stimulus
• Slows the pace of forgetting
• Advertising fatigue is a problem

Stimulus generalisation:

• Having the same response to slightly different stimuli
• Helps copycats, “me‐too” products to succeed.
• Useful in product extensions, family branding and licensing

Question 7

Examples of Repetition

Answer 7

• McDonalds signature catchphrase “i’m lovin’ it”
• De Beers iconic advertisement “a diamond is forever”.

Question 8

Examples of Stimulus generalisation

Answer 8

• Pringles and stackers extremely similar designs, obviously Stackers are ripping off Pringles here
• Lynx deodorant vs Tesco own brand deodorant with very similar designs