Lecture 6

Question 1

What is Consumer Learning?

Answer 1

Consumer learning is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future behaviour.

Question 2

What are the Four Key Elements of Learning?

Answer 2

Acronym: MCRR = “My Cat Really Reacts”

Motivation – A need that drives learning

Cues – Stimuli that guide behavior (ads, price tags)

Response – Reaction made by the consumer

Reinforcement – Increases the likelihood of repetition

Question 3

What is Classical Conditioning?

Answer 3

Learning by repeated association of two stimuli one neutral and one meaningful until the neutral one triggers a similar response.
Example:
Coca-Cola ad + happy music + friends laughing → you associate Coke with good vibes.

Question 4

What is Instrumental (Operant) Conditioning?

Answer 4

Learning occurs through trial and error, where actions are followed by rewards or punishments.

Example:
Buying lunch from a place that gives a free cookie → you’re likely to go back.

Question 5

What is Observational Learning?

Answer 5

Learning by watching others and mimicking their behavior also called modeling or vicarious learning.
Example:
You see a TikToker using a new skincare product → you buy it too.
Example:
You see a TikToker using a new skincare product → you buy it too.

Question 6

What is Stimulus Generalization?

Answer 6

When the same response is triggered by similar stimuli (look-alike brands or packaging).

Example:
Store-brand cereals in similar boxes to Kellogg’s.

Question 7

What is Stimulus Discrimination?

Answer 7

Learning to respond differently to similar stimuli key in brand positioning.
Example:
Consumers choosing Apple over other phones because of sleek branding and trust.

Question 8

What is Cognitive Learning?

Answer 8

Learning through mental processing, problem-solving, and information seeking, often when needs aren’t being met.

Example:
You need a budget laptop → you Google reviews → you pick one that suits you best.

Think:
“Mind over marketing” — it’s rational!

Question 9

What is the Role of Involvement in Learning?

Answer 9

High Involvement:
You’re motivated, so you pay attention, process deeply, and remember more.
(e.g., Buying a car)

Low Involvement:
Minimal effort, relies on repetition.
(e.g., Buying gum at checkout)