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Learning

Learning

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Manas Sahu
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3 views

Learning

Learning

Uploaded by

Manas Sahu
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Learning

Understanding Learning

Irrespective of existence of several approaches that define


learning, almost all the theories of learning contain four
general elements, i.e.

1. Motivation
2. Cues
3. Response
4. Reinforcement
Motivation
(Acts as stimulus
To learning)

Cues Reinforcement
(Gives direction Elements in (Increases the
To motivation) Learning Likelihood of potential
response)

Response
(Shows mode of
Response to drive or
cue)
Learning Theories
Some of the most well accepted theories are:

Classical
ClassicalConditioning
Conditioning
Behavioural
BehaviouralLearning
LearningTheories/
Theories/
Stimulus-
Stimulus-response
responseTheories
Theories
Instrumental
InstrumentalConditioning
Conditioning

Information
InformationProcessing
Processing
Cognitive
CognitiveLearning
LearningTheory
Theory

Involvement
InvolvementTheory
Theory
Behavioural Learning Theories

“observable responses to specific external stimuli signal that


learning has taken place.”

Classical Conditioning:

In experimental terms, if an unconditioned stimulus (US)


results in an unconditioned response (UR), then the
conditioned stimulus (CS), after repeated pairings with the
unconditioned stimulus (US), will result in the same response,
which is called a conditioned response (CR). – Ivan Pavlov
Pavlovian Model of Classical Conditioning

Unconditioned
UnconditionedStimulus
Stimulus
(US)
(US)
Meat
Meatpaste
paste Unconditioned Response
(UR)
Salivation

Conditioned
ConditionedStimulus
Stimulus
(CS)
(CS)
Bell
Bell

Conditioned
ConditionedStimulus
Stimulus Conditioned Response
(CS)
(CS) (CR)
Bell
Bell Salivation
Classical conditioning: Relevance to marketing and
marketers

Advertising
(Repetition)
Product Line Extension
Family Branding
Licensing
Differentiation
Instrumental Conditioning

Based on: the experience of the consumers towards the


learning to occur.

In marketing terms, the theory suggests that consumers


learn by trial- and- error process in which some purchase
behaviour results in more favourable outcomes.
(B.F.Skinner)

It can be visualized in:


- Positive or Negative reinforcement
- Massed or Distributed Learning
A Model of Instrumental Learning

Try Not rewarded


Brand P (Less froth)

Try Not rewarded


Brand Q (Skin- sticking)

Stimulus
Situation
(Need a perfect Try Not rewarded
Shaving- cream) Brand R (Irritating perfume)

Try Reward
Brand S Perfect Combination

Repeat Behaviour
Cognitive Learning Theory

This theory is based upon the learning based on mental activity


(Problem solving capacity of human beings to take control of their
environment).

This approach emphasizes on Information Processing:

It depends both on:


1. Cognitive ability of the consumer
2. Complexity of information to be processed

In the human mental space, processing occurs in stages with


Information like, getting stored, retained & getting retrieved.
Involvement Theory

Split- brain Theory

Left- hemisphere
Responsible for cognitive activities like reading, speaking etc., it is
also rational, active, realistic.

Right- hemisphere
Responsible for non-verbal, timeless, pictorial and holistic
information, it is also emotional, intuitive, passive etc.

Elaboration Likelihood Model (ELM)


Cognitive Learning Theories: Relevance to marketers
and marketing

These cognitive learning theories are relevant to marketers in


several following ways.

- Media Selection
- Consumer Recall Tests
- Consumer awareness and adoption
- Consumers’ perceptual attributes or benefits
- Brand categorisation

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