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Consumer Learning

The document discusses theories of consumer learning, including behavioral and cognitive theories. It explains key elements of consumer learning like motivation, cues, response, and reinforcement. It also provides examples of classical and instrumental conditioning as it relates to consumer behavior.

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Abhishek Pathak
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© © All Rights Reserved
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7 views

Consumer Learning

The document discusses theories of consumer learning, including behavioral and cognitive theories. It explains key elements of consumer learning like motivation, cues, response, and reinforcement. It also provides examples of classical and instrumental conditioning as it relates to consumer behavior.

Uploaded by

Abhishek Pathak
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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CONSUMER LEARNING

Presentation · May 2021

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CONSUMER
LEARNING
CONSUMER
LEARNING
The process by which individuals
acquire the purchase and
consumption knowledge that
they apply to their future buying
and consumption behaviour
CONSUMER
LEARNING
The process by which people
gather and interpret information
about products and services and
use that information/knowledge in
their buying and consumption
behaviour
CONSUMER
LEARNING
The process may be related to
Enhancement of Knowledge,
Enhancement of Skills and
Expertise.
MOTIVATION

CONSUMER
CUES
LEARNING
THE ELEMENTS.
RESPONSE

REINFORCEMENT
MOTIVATION

CONSUMER
CUES
LEARNING
Unfilled Needs &
THE ELEMENTS.
Desires
RESPONSE

REINFORCEMENT
CUES

CONSUMER
RESPONSE
LEARNING
Stimulus that directs THE ELEMENTS.
REINFORCEMENT
the motives

(Packaging, Price, Place and Promotion)


RESPONSE

REINFORCEMENT
CONSUMER
LEARNING
Reaction to the THE ELEMENTS.
Stimulus - Cues
REINFORCEMENT

CONSUMER
CUES
LEARNING
Behavioural Change THE ELEMENTS.
RESPONSE
Positive / Negative

(Increase in the possibility of a


REINFORCEMENT
behavioural change in the future)
CONSUMER
LEARNING
THEORIES &
APPROACHES
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
COGNITIVE Theory of
THEORIES & learning
APPROACHES
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

THEORIES & Based on observable


APPROACHES responses to external stimuli
or as a relationship between
stimulus and response
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

THEORIES & A. Classical Conditioning


APPROACHES B. Instrumental Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Classical Instrumental
Conditioning Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Stimulus when paired with


Classical another stimulus that evokes
Conditioning a known response serves to
produce the same response
when used alone.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Classical
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Classical Repetition creates association


Conditioning Stimulus generalization
Stimulus discrimination
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Thirst (An Unconditioned Response) is generated


physical factors like heat, sports, workout, dehydration
Classical etc. (An Unconditioned) Stimuli). They have associated
Conditioning with all the Unconditioned Stimuli like heat, sports.
COKE & PEPSI “Thanda Matlab Coca Cola "plays the part of a
Conditioned Stimulus which is placed along with the
Unconditioned Stimuli.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Dermi Cool
Classical
“Aaya mausam thande thande Dermi cool ka”
Conditioning
Examples: Fair n Lovely winter fairness cream
“Sardiyon mein nikhar ghatega nahin badhega”
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Learning is based on Trial-


Instrumental and-Error process where
Conditioning habits are formed because
of positive reinforcement
from certain responses or
behaviour.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Instrumental
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Behavioural Reinforcement
Instrumental
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning

Instrumental Customer Satisfaction


Conditioning Positive Reinforcement
Examples: Importance of Relationship Marketing
CONSUMER
LEARNING COGNITIVE Theory
of learning

THEORIES & Based on a person’s conscious


APPROACHES and deliberate information
processing and storage
activity in response to
problem solving.
CONSUMER
LEARNING COGNITIVE Theory
of learning

Learning is through direct


experience, observation and
imitation (modelling).
CONSUMER
LEARNING COGNITIVE Theory
of learning

Learning by observing the


behaviour and the
consequences is referred as
MODELLING or VICARIOUS
LEARNING
CONSUMER
LEARNING COGNITIVE Theory
of learning

Understand how
a topic fits into
the larger context

Build on past Reflecting and


knowledge to creating new
improve the recall connections
CONSUMER
LEARNING COGNITIVE Theory of learning

Discovery Meaningful Verbal


Learning Learning
CONSUMER
LEARNING COGNITIVE Theory of learning

Learning anything, at any age,


Discovery Is possible provided it is
Learning stated in terms that can
understood by the learner.
CONSUMER
LEARNING COGNITIVE Theory of learning

Meaningful Learning can take


place by strengthening the Meaningful Verbal
cognitive sturcture. Learning
CONSUMER
LEARNING COGNITIVE Theory of learning

Meaningful Learning takes


place when idea to be learned Meaningful Verbal
is related to existing ideas Learning
that the learner already
possesses.
CONSUMER
LEARNING
BEHAVIOURAL Theory of Learning influenced by
learning person’s external environment
COGNITIVE Theory of
learning
CONSUMER
LEARNING
BEHAVIOURAL Theory of
learning

COGNITIVE Theory of Learning influenced by


learning person’s internal environment
(Person’s conscious, deliberate information processing and
storage ability)
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