Page 94 - DMGT506_CONSUMER_BEHAVIOUR

Unit 6: Consumer Learning

a habit. The habit formation will result only if there is reinforcement of the past purchase Notes
behaviour.
Theories of instrumental conditioning help us understand that when a learned behaviour is no
longer reinforced, it diminishes to the point of extinction and the consumer ceases buying by
habit. Extinction is the elimination of the link between stimulus and the expected favourable
outcome and there is rapid decrease in the probability that the consumer will repurchase the
same brand.

There is a difference between extinction and forgetting. Forgetting results when the stimulus is
no longer repeated or is not perceived by the consumer. By simply maintaining a competitive
parity in advertising expenditures, a company can generally avoid serious level of forgetting on
consumers’ part. Marketers can combat forgetting by repetition of advertising, preferably not
the same ad again and again because this may prove to be boring or irritating, but conveying the
same core message and changing only the execution style.

Example: Pepsi and Coca Cola commercials are shown everyday, only the settings
change. Reduced advertising of Promise toothpaste has caused decline in its sales and loss of
market share.
If the exposures to repetitive advertising increase the probability of repurchase, reinforcement
occurs. On the other hand, extinction will rapidly decrease that probability because there is no
reward or favourable outcome even if the consumer is repeatedly exposed to the product ad.
Forgetting occurs due to decrease in advertising frequency, resulting in a gradual and fairly
long-term decline in repurchase likelihood. Another reason that may cause forgetting is the
competitive advertising and advertising clutter, leading to consumer confusion which may
result in weakening the link between stimulus and favourable outcome.
Instrumental conditioning has important marketing applications in influencing the likelihood
that consumers will repurchase of a product or service. Repurchase may result only when they
are satisfied with usage or consumption experience.
When an attempt is made to mould individuals by gradually guiding their learning, it is called
shaping. It is the reinforcement of successive acts that lead to desired behaviour pattern. For
example, a retail store may offer consumers some incentive to visit it for 3 or 4 weeks, encourage
them to buy products by offering a discount or premium when they visit the store. Every time
they visit the store their behaviour is reinforced. This strategy increases the likelihood that
consumers will adopt the behaviour of frequently shopping at the store even after the reinforcing
incentives are not there.

Task Choose a deodorant and a mouth freshener, and create advertising copy stressing:
Positive and Negative Reinforcement.

6.3 Cognitive Learning Theory

Where choices are made deliberately, such as consumers’ purchase of a product or service, the
consequences could result in positive or negative reinforcement. Rewarding experiences will
cause positive reinforcement of a particular behaviour (in this case, purchase of the product) and
increase the likelihood of repurchase of the same product. Negative reinforcement would result
from bad experiences with the product and the consumer would most likely avoid purchasing
the same product. Premiums, discounts and showing satisfied customers are attempts to reinforce
consumers’ purchase behaviour of particular products.

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