Notes on Consumer Learning with Real-Life Brand Examples
1. Elements of Consumer Learning
● Motivation: The internal drive to fulfill needs or goals.
○ Example: Nike's "Just Do It" campaign motivates individuals to achieve personal
fitness goals.
● Cues: External stimuli that guide behavior.
○ Example: McDonald's golden arches signal fast food and affordability.
● Response: Consumer reactions to cues.
○ Example: Amazon's fast delivery encourages repeated purchases.
● Reinforcement: Rewards for positive behavior that encourage repetition.
○ Example: Starbucks rewards program incentivizes loyalty with free drinks.
2. Behavioral Learning
● Classical Conditioning: Associating a stimulus with a response.
○ Example: Coca-Cola ads often use festive imagery, creating associations with
happiness and celebration.
● Instrumental Conditioning: Reinforcement through rewards or consequences.
○ Example: Sephora's loyalty points system offers perks for frequent buyers.
● Modeling or Observational Learning: Learning by mimicking behavior, often through
influencers or celebrities.
○ Example: Chanel's use of celebrities like Keira Knightley to model elegance.
3. Information Processing
● Sensory Store: Temporary holding of sensory data.
○ Example: The distinct jingles of KitKat or McDonald's.
● Short-Term Store (Working Memory): Brief information retention for decision-making.
○ Example: Flash sales like Amazon’s Prime Day create urgency.
● Long-Term Store: Retaining information for future use.
○ Example: Apple’s product quality leaves a lasting impression, influencing
long-term loyalty.
4. Cognitive Learning
● Focuses on high-involvement purchases requiring effortful decision-making.
○ Example: Tesla buyers actively seek information about electric cars.
● Relates to specialty products where complex buying decisions are made.
○ Example: Rolex watches represent informed, high-value decisions.
5. Passive Learning
● Learning without active engagement, often through repetition.
○ Example: Subway’s "Eat Fresh" slogan imprints a brand message over time.
● Effective with strong advertising or product packaging distinctions.
○ Example: Pringles’ unique cylindrical packaging makes it memorable.
6. Measures and Outcomes of Consumer Learning
● Recognition and Recall Measures: Testing brand awareness.
○ Recognition: Identifying logos (e.g., Apple's bitten apple).
○ Recall: Naming toothpaste brands (e.g., Colgate, Crest).
● Brand Loyalty: Indicators of long-term consumer retention and engagement.
○ Example: Customers loyal to Costco due to membership benefits and quality
products.
These points align marketing strategies with psychological principles, demonstrating how
brands effectively apply learning theories to influence consumer behavior.
Notes on Consumer Attitude Formation and Change with Real-Life Brand
Examples
1. Understanding Consumer Attitude
● Definition: Attitude is a learned predisposition to behave in a favorable or unfavorable
way toward a product, brand, or other marketing elements.
○ Example: Apple's innovative branding shapes consumer attitudes toward its
products as modern and premium.
2. Sources of Attitude Formation
● Personal Experience:
○ Example: A positive dining experience at Olive Garden can lead to favorable
attitudes.
● Family and Friends:
○ Example: Recommendations from friends influence attitudes toward brands like
Airbnb.
● Media Exposure:
○ Example: Dove’s campaigns promoting body positivity shape consumer attitudes
toward inclusivity.
3. Role of Personality in Attitude Formation
● Personality significantly influences attitudes:
○ Example: Consumers with a high need for cognition develop favorable attitudes
toward Tesla due to its emphasis on innovative technology and sustainability.
4. Attitudes and Behavior Consistency
● Positive attitudes often lead to favorable behaviors:
○ Example: People with a positive attitude toward Amazon Prime often engage in
frequent online shopping.
5. Tri-Component Attitude Model
● Cognitive Component: Knowledge and perception leading to beliefs.
○ Example: Toyota's reputation for reliability influences belief in its products'
durability.
● Affective Component: Emotions and feelings leading to evaluations.
○ Example: Coca-Cola ads evoke joy, leading to positive evaluations.
● Conative Component: Specific actions or intentions to buy.
○ Example: Black Friday promotions motivate purchase intent at retailers like Best
Buy.
6. Multi-Attribute Attitude Models
● Attitude-Toward-Object Model:
○ Focuses on product, price, or brand.
○ Example: IKEA’s affordable yet stylish furniture.
● Theory of Reasoned Action:
○ Includes subjective norms.
○ Example: Sustainable brand Patagonia appeals to environmentally conscious
consumers.
● Attitude-Toward-the-Ad Model:
○ Based on advertising communication.
○ Example: Old Spice’s humorous ads resonate positively with consumers.
7. Changing Motivational Functions of Attitudes
● Utilitarian Function: Satisfies needs.
○ Example: Amazon’s convenience and speed meet consumers’ functional needs.
● Ego-Defensive Function: Protects self-image.
○ Example: Luxury brands like Gucci enhance perceived social status.
● Value-Expressive Function: Reflects values.
○ Example: TOMS promotes charitable values with its one-for-one giving model.
● Knowledge Function: Provides structure.
○ Example: Wikipedia offers reliable knowledge and fosters trust.
8. Attribution Theory and Techniques
● Self-Perception Attribution:
○ Example: Starbucks' reusable cup discounts promote a perception of
eco-friendliness.
● Foot-in-the-Door Technique: Small requests lead to larger commitments.
○ Example: Free samples at Costco encourage bulk purchases.
● Door-in-the-Face Technique: Large initial requests followed by smaller ones.
○ Example: Asking for donations and then proposing smaller amounts, as done by
many NGOs.
These principles and examples illustrate how attitudes are formed, influenced, and changed,
reflecting their crucial role in consumer behavior and marketing strategy.
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