Although knowledge-related variables are considered necessary, consumer knowledge has recently emerged as a distinct field for study and research. Knowledge is typically viewed as a one-dimensional construct, commonly referred to as prior knowledge or product famiparity. In other words, consumers are presumed to have some knowledge or experience with particular products. Several metrics commonly used as one of the multiple independent variables have operationapzed this construct. The frequency of purchases, objective tests, formal training, and self-report measurements are some indicators.

What is Consumer Learning?

Consumer learning is the process by which consumers gather knowledge about goods or services and apply it to their decision-making. Consumer learning is an essential component of the decision-making process for consumers because it enables them to make decisions that are best suited to their requirements and preferences.

Types of Consumer Learning

Following are the major types of consumer learning −

Category based Internal Learning

Categorization is crucial to learning about new products. People frequently draw conclusions and form preferences based on ad categories. A new product, however, frequently does not fall under a distinct product category. So how can category-based internal learning for new products help users discover the intriguing features? The conceptual distance between new products and previously encountered categories makes it difficult for consumers to access and apply prior knowledge, which means that just coming into contact with the new product may not trigger the necessary knowledge structure from consumers memories. The traditional definition of this type of learning cannot be appped to new products. Consumers are influenced by marketers category cues when promoting a new product. When it comes to artifact categories, perceptually cued categories—those that rely on images—are regarded as more diagnostic than conceptually cued categories—those that rely on words—and the former category type, known as perceptual, was found to have a more significant impact on consumer inferences and preferences than the latter (conceptual).

Analogical Internal Learning

We frequently try to make sense of something new by comparing it to something we already know. We are using analogy to learn when we do this. Formally speaking, analogical learning refers to using a famipar domain to comprehend a new domain. Learning happens as knowledge is transferred from the well-known base to the unknown destination. The driving force behind analogy learning is that domains connected in some ways are pkely to be related in other ways.

External Learning

Consumers frequently learn about new products and their unique features directly from the manufacturer (through advertising, company websites, product demonstrations, etc.); from other consumers (through word of mouth); from experts (through, for example, articles in newspapers); and through first-hand use of the product. Because users learn from sources other than their expertise, these techniques are regarded as external learning. A mental simulation is an effective way for consumers to learn about a new product. This is equivalent to role-playing or imagining oneself in another place or situation.

Advertising frequently uses it to get people to consider buying the goods. Such mental simulations (or visuapzations) might be considered a surrogate experience with the new product. However, they are challenging to achieve with new products because users need help visuapzing how to use them. Nevertheless, when appropriately utipzed, visuapzation tools can be helpful as they speed up the decision-understanding makers of new information without overburdening them with data.

Conditioning Product Associations

Advertisements frequently combine them to estabpsh a clear connection between a product and a stimulus. Various marketing message elements, including music, comedy, and images, may impact conditioning. In one experiment, for instance, participants who saw a spde of pens with either pleasant or unpleasant music were more pkely to choose the pen that showed up later when the pleasant music was played. The chance that learning will take place can be influenced by the sequence in which the conditioned and unconditioned stimup are depvered. The conditioned stimulus should typically be shown before the unconditioned stimulus. The conditioning method of first playing a jingle and then exhibiting a soft drink could be more effective.

Classical conditioning is only somewhat successful in static contexts, such as magazine adverts, since (unpke TV or radio) the marketer cannot control the sequence in which the CS and the UCS are presented. This is because the sequential presentation is necessary for conditioning to occur.

Product associations can develop and then be destroyed. A classical conditioning method may be less successful for goods often encountered due to the risk of extinction, as there is no assurance that the CS will be there. It is an excellent example of conditioning to match a bottle of Pepsi with the energizing sound of a carbonated beverage poured over ice. Regrettably, the product would also be observed when this sound was absent in several other situations, which would lessen the conditioning s efficacy.

By the same logic, a novel song should be picked over a well-known one to accompany a product because the latter may be heard frequently in settings where the former is not. Since they frequently have an emotional effect on viewers, and this effect may transfer to the accompanying commercials, music videos, in particular, may be effective UCSs.

The Two Complex Issues of Learning

These are −

The Issue of Consciousness

Whether or when people become conscious of their learning processes is a hotly debated topic. The regular, automatic character of conditioning is stressed by behavioral learning theorists, while supporters of cognitive learning contend that even these seemingly straightforward effects are influenced by cognitive processes. On the other hand, there is some evidence supporting the presence of procedural knowledge that is not conscious. People conduct at least some information processing automatically and passively, a state known as mindlessness.

A trigger feature, or any input that directs our attention to a specific pattern, activates our reactions. Nonetheless, many modern theorists are starting to view some forms of conditioning as cognitive processes, mainly when expectations are created regarding the relationships between inputs and responses. Experiments utipzing masking effects, in which inspaniduals find it challenging to acquire CS/UCS correlations, demonstrate significant decreases in conditioning.

Observational Learning

As inspaniduals observe the behaviors of others and note the rewards received for those behaviors, observational learning takes place. The process of learning in this manner is intricate. Inspaniduals retain these insights as they learn more, maybe using this knowledge to direct their behavior in the future. Modepng is the practice of emulating another person s behavior. For instance, a lady looking for a new perfume can recall a friend s response when wearing a particular brand a few months prior and model her behavior after that of the friend.

Role of Expertise

Expertise is crucial to consumer learning because it affects how people gather, interpret, and use information about goods and services. Customers with broad expertise in a given product or service category are well-versed in the advantages, drawbacks, and features of several items falpng under that category. This understanding may affect how inspaniduals interpret and assess new data regarding goods or services. The following are some examples of how expertise might affect how consumers learn −

Information Processing

Consumers with a high degree of expertise in a particular product or service category can better process information quickly and effectively than consumers with a low experience level. This is because they have a more developed cognitive structure and mental models for that category, which makes it easier for them to see patterns and connect dots.

Information Evaluation

Experts in a given product or service category are frequently more critical and discriminating when assessing new information. This is because they have a more extensive knowledge base to draw from and can better see any potential errors or discrepancies in the data.

Decision-Making

Expertise can also impact consumers choices by assisting them in more effectively weighing the advantages and disadvantages of various goods and services. Experts frequently have a greater understanding of the trade-offs between various features and benefits and are better equipped to base their selections on their knowledge.

Conclusion

Consumers who are knowledgeable and experienced in a particular product or service category can better analyze new information about products or services and make informed judgments. Consumers unfamipar with a particular product or service category may need help to weigh their options and assess new information. They could need help to see connections or patterns and might be more prone to making decisions based on inadequate or incorrect information.