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    Consumerlearning

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    hetal89
    Consumer learning involves acquiring knowledge about products through various processes like intentional and incidental learning. Behavioral learning theories like classical conditioning, observational learning, and instrumental conditioning help explain how consumers learn through stimuli, responses, and reinforcement. Marketers can apply concepts from these theories like repetition, stimulus generalization and discrimination, and reinforcement schedules to influence consumer behavior. Cognitive learning theory also contributes to understanding how consumers process information through various memory stores and routes like central and peripheral processing.

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    Consumerlearning

    Uploaded by

    hetal89
    24 views41 pages
    Consumer learning involves acquiring knowledge about products through various processes like intentional and incidental learning. Behavioral learning theories like classical conditioning, observational learning, and instrumental conditioning help explain how consumers learn through stimuli, responses, and reinforcement. Marketers can apply concepts from these theories like repetition, stimulus generalization and discrimination, and reinforcement schedules to influence consumer behavior. Cognitive learning theory also contributes to understanding how consumers process information through various memory stores and routes like central and peripheral processing.

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    Consumer learning involves acquiring knowledge about products through various processes like intentional and incidental learning. Behavioral learning theories like classical conditioning, observational learning, and instrumental conditioning help explain how consumers learn through stimuli, responses, and reinforcement. Marketers can apply concepts from these theories like repetition, stimulus generalization and discrimination, and reinforcement schedules to influence consumer behavior. Cognitive learning theory also contributes to understanding how consumers process information through various memory stores and routes like central and peripheral processing.

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    Attribution Non-Commercial (BY-NC)
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    Download as ppt, pdf, or txt
    24 views41 pages

    Consumerlearning

    Uploaded by

    hetal89
    Consumer learning involves acquiring knowledge about products through various processes like intentional and incidental learning. Behavioral learning theories like classical conditioning, observational learning, and instrumental conditioning help explain how consumers learn through stimuli, responses, and reinforcement. Marketers can apply concepts from these theories like repetition, stimulus generalization and discrimination, and reinforcement schedules to influence consumer behavior. Cognitive learning theory also contributes to understanding how consumers process information through various memory stores and routes like central and peripheral processing.

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    Consumer Learning

    SAJJAD AHMAD 01

    HETAL BHANUSHALI
    KUNJAL BHANUSHALI JYOTI GUPTA JEENA JAIN

    02
    03 07 08

    MANISH JAIN
    NEVIN CHANDRAN

    09
    28

    Importance of Learning
    Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products

    Consumer Learning

    A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

    Learning Processes
    Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort

    Elements of Learning Theories

    Motivation

    Cues

    Response

    Reinforcement

    Behavioral Learning Theories


    One form of learning...

    Classical Conditioning

    Modeling or Observational Learning

    Instrumental Conditioning

    Classical Conditioning
    A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone

    Pavlovian Model of Classical Conditioning


    Unconditioned Stimulus Meat paste
    Unconditioned Response Salivation

    Conditioned Stimulus Bell


    AFTER REPEATED PAIRINGS

    Conditioned Stimulus Bell

    Conditioned Response Salivation

    Analogous Model of Classical Conditioning


    Unconditioned Stimulus Dinner aroma Conditioned Stimulus 6 oclock news
    AFTER REPEATED PAIRINGS

    Unconditioned Response Salivation

    Conditioned Stimulus 6 oclock news

    Conditioned Response Salivation

    Cognitive Associative Learning

    Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment

    Neo Pavlovian Conditioning


    The conditioned stimuli should precede the Unconditioned stimuli Repeated pairing of Conditioned and Unconditioned stimuli

    Conditional stimuli and Unconditioned stimuli that logically belong together

    Conditioned stimuli is new and unfamiliar

    Unconditioned stimuli is biologically or symbolically salient

    Strategic Applications of Classical Conditioning

    Repetition

    Stimulus Generalization

    Stimulus Discrimination

    Repetition
    Repetition increases strength of associations and slows forgetting but over time may result in advertising wear out Cosmetic variations reduce satiation

    Substantive Variations are the changes in advertising content

    Three-Hit Theory

    Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective

    The number of actual repetitions to equal three exposures is in question

    Stimulus Generalization
    The possibility of other similar stimuli replacing a known conditioning stimuli

    Stimulus Generalization and Marketing

    Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations

    Stimulus Discrimination

    The ability to discriminate a specific stimulus from among similar stimuli because of perceived differences

    Positioning Differentiation

    Instrumental Conditioning
    Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors A favorable experience is instrumental in teaching the individual to repeat a specific behavior

    A Model of Instrumental Conditioning


    Try Brand A
    Stimulus Situation
    (Need goodlooking jeans)
    Unrewarded Legs too tight
    Unrewarded Tight in seat Unrewarded Baggy in seat

    Try Brand B Try Brand C

    Try Brand D

    Reward Perfect fit


    Repeat Behavior

    Reinforcement

    Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response

    Example: Ad showing beautiful hair as a reinforcement to buy shampoo

    Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior

    Example: Ad showing wrinkled skin as reinforcement to buy skin cream

    Other Concepts in Reinforcement


    Choose reinforcement rather than punishment Combat with consumer satisfaction Combat with repetition

    Punishment
    Extinction Forgetting

    Instrumental Conditioning and Marketing

    Customer Satisfaction (Reinforcement)

    Extinction and Forgetting

    Reinforcement Schedules

    Total / continuous reinforcement

    Fixed / systematic reinforcement

    Variable / random reinforcement

    Shaping
    Performance of Reinforcement before the actual consumer behavior

    Massed versus Distributed Learning

    Observational Learning

    A process by which individuals observe the behavior of others, and consequences of such behavior, Also known as modeling or vicarious learning

    Consumers Learn by Modeling

    Cognitive Learning Theory

    This theory is based on the premises that the kind of learning most characteristics of human beings is problem solving, which enables individuals to gain some control over their environment

    Appeal to Cognitive Processing

    Information Processing

    A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved

    Information Processing and Memory Stores

    Sensory Input

    Working Memory Sensory (ShortRehearsal Store term Store)

    Longterm Encoding Store Retrieval

    Forgotten; lost

    Forgotten; lost

    Forgotten; unavailable

    Rehearsal and Encoding

    Rehearsal is repeating the information or relating it to other information

    Rehearsal makes the information available for short term memory so that the encoding can happen

    Encoding is the process where a word or visual image is selected to represent a perceived object

    Retention

    Information is stored in long-term memory

    Episodically: by the order in which it is acquired Semantically: according to significant concepts

    Involvement Theory
    A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

    Split Brain Theory

    Right/

    Left Brain Hemispheres specialize in certain functions

    Issues in Involvement Theory


    Involvement Theory and Media Strategy Involvement Theory and Consumer Relevance Central and Peripheral Routes to Persuasion Measures of Involvement
    Narrow categorizers Broad categorizers

    High involvement Central route of persuasion Low involvement Peripheral route of Persuasion.

    Central and Peripheral Routes to Persuasion

    A theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route)

    Elaboration Likelihood Model (ELM)

    A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective

    The Elaboration Likelihood Model


    Involvement HIGH LOW

    Central Route

    Peripheral Route

    Message Arguments Influence Attitudes

    Peripheral Cues Influence Attitudes

    Measures of Consumer Learning


    Recognition and Recall Measures
    Aided and Unaided Recall

    Cognitive Responses to Advertising

    Copy testing Measures


    Attitudinal and Behavioral Measures of Brand Loyalty

    Phases of Brand Loyalty

    Cognitive LoyaltyPeoples thought about object

    Affective Loyalty refers to moods, feeling or emotional responses to the object

    Conative Loyalty refers to behavioral intention or willingness to act

    Action / Behavior Loyalty

    Brand Loyalty As A Function of Relative Attitude and Patronage Behavior

    Repeat Patronage High High Relative Attitude Low Loyalty Low Latent Loyalty

    Spurious Loyalty

    No Loyalty

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