Consumer learning can be defined as the process in which consumers acquire information and experience from prior product consumption which acts as an informative source for future buying decisions. Subsequently, learning occurs through the unique experiences we encounter and process that results in a concrete behaviour change (Kasi n.d). Ask yourself, can you recall an experience with a product and/ or service which has influenced a subsequent repeat purchase or search for an alternative substitute?
Women’s personal care brand Dove has utilised the behavioural learning approach which is concerned with learners responding to forms of stimulus within their environment which serves as knowledge/experience (Solomon et al 2018). The behavioural approach homes two main theories which are known as classical conditioning and instrumental conditioning. Today, I want to pay close attention to the classical conditioning theory which occurs when two stimuli are closely linked together to produce a specific outcome even when one stimuli is absent, the same outcome is produced.
https://www.youtube.com/watch?v=GRi80V8ire8
Doves Shower Foam: Molly’s Story commercial features a blind beauty and lifestyle youtuber to share her experience of the shower foam product through the sense of touch. The commercial aims to promote the overlooked power of touch and its dire importance to our everyday lives and the way we experience the world. Moreover, by emphasising physical touch as opposed to sight, Dove encourages consumers to identify key benefits of the product through its direct contact to our skin as opposed to the aesthetic appearance and appeal of the product. Dove’s product commercial stimulates a sense of purity, lightness and tranquility through the connection of touch, hence the concept of classical conditioning and its association between two stimuli resulting in a learned response is achieved (Cherry 2019). In addition, classical conditioning in marketing aims to create positive sentiment and views towards a product. Dove has further delivered this concept through pairing the positive and enlightened reaction of the spokesperson to the formulated product with hopes of consumers emulating the response.
References:
- Kasi n.d, Consumer learning theories, Marketing Mix, viewed 8/04/19 <https://marketingmixx.com/consumer-learning-theories/>
- Solomon, M, Bennett, R & Previte, J 2018, Consumer Behaviour – buying, having, being, 4th edn, Pearson Australia.
- Cherry, K 2019, What is Classical Conditioning, verywellmind, viewed 8/04/19 <https://www.verywellmind.com/classical-conditioning-2794859>
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