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    Learning Theories

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    Barbie Kalra
    This document summarizes a lecture on consumer learning processes and theories from a consumer behavior course. It discusses the objectives of understanding consumer learning and applying learning theories to product positioning strategies. It covers the key aspects of consumer learning including the learning process, intentional vs incidental learning, and the importance of learning for marketers. The major learning theories discussed are behavioral theories like classical and instrumental conditioning, as well as cognitive learning theory. Specific examples are provided on how these learning theories can inform marketing strategies. Measures for evaluating consumer learning are also mentioned.

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    Learning Theories

    Uploaded by

    Barbie Kalra
    26 views23 pages
    This document summarizes a lecture on consumer learning processes and theories from a consumer behavior course. It discusses the objectives of understanding consumer learning and applying learning theories to product positioning strategies. It covers the key aspects of consumer learning including the learning process, intentional vs incidental learning, and the importance of learning for marketers. The major learning theories discussed are behavioral theories like classical and instrumental conditioning, as well as cognitive learning theory. Specific examples are provided on how these learning theories can inform marketing strategies. Measures for evaluating consumer learning are also mentioned.

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    consumer as an individual

    Original Title

    learning theories

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    This document summarizes a lecture on consumer learning processes and theories from a consumer behavior course. It discusses the objectives of understanding consumer learning and applying learning theories to product positioning strategies. It covers the key aspects of consumer learning including the learning process, intentional vs incidental learning, and the importance of learning for marketers. The major learning theories discussed are behavioral theories like classical and instrumental conditioning, as well as cognitive learning theory. Specific examples are provided on how these learning theories can inform marketing strategies. Measures for evaluating consumer learning are also mentioned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    26 views23 pages

    Learning Theories

    Uploaded by

    Barbie Kalra
    This document summarizes a lecture on consumer learning processes and theories from a consumer behavior course. It discusses the objectives of understanding consumer learning and applying learning theories to product positioning strategies. It covers the key aspects of consumer learning including the learning process, intentional vs incidental learning, and the importance of learning for marketers. The major learning theories discussed are behavioral theories like classical and instrumental conditioning, as well as cognitive learning theory. Specific examples are provided on how these learning theories can inform marketing strategies. Measures for evaluating consumer learning are also mentioned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Consumer Behaviour

    Week 3 Session : Consumer as an Individual-

    Consumer Learning Process and theories

    DATED

    : 21st August , 2014

    Programme : BBA -5th Semester

    Dr Monika Suri

    Associate Professor ,

    AURO UNIVERSITY

    Module Objectives
    The Primary objectives of this course :
    1. To Define consumer behavior in the context of individual as well as
    institutional buying and understand its influence on corporate strategy
    2. To Analyze marketing environments and segment them on the basis of
    consumer behavior
    3. To Understand internal and external/environmental determinants of
    consumer behavior to select appropriate marketing tools to influence
    consumer decision making.

    Teaching Pedagogy: Lecture ,Discussion, Audio-Visuals, Case


    Studies , Situation Analysis , Live Projects , Psychometric Test
    etc.

    Consumer Learning Process and theories

    Learning Objectives
    To Understand the Nature and Characteristics of Learning
    To Understand the Application of Learning Theories in
    Developing Product Positioning Strategies

    Lecture Outline

    Process of learning
    Approaches to learning-classical conditioning
    and operant (instrumental conditioning )

    Weekly -Coverage
    Training Pedagogy
    Lecture
    Role Play
    Individual & Group Exercise
    &Discussion
    Audio Visual lectures
    Videos
    Psychometric Test
    Case studies
    Projects
    Etc

    Process of Learning

    A process by which individuals


    acquire the purchase and
    consumption knowledge and
    experience that they apply to
    future related behaviour.

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

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

    Learning Theories
    Behavioural Theories:
    Cognitive Theories:
    Theories based on the
    A theory of learning
    premise that learning takes
    based on mental
    place as the result of
    information
    observable responses to
    external stimuli. Also
    processing, often in
    known as stimulus response
    response to problem
    theory.
    solving.

    Elements of Learning Theories

    Motivation
    Cues
    Response
    Reinforcement

    Behavioural Learning Theories

    Classical Conditioning
    Instrumental Conditioning
    Modeling or Observational
    Learning

    Classical Conditioning
    Pairing a stimulus with another stimulus that
    elicits a known response to produce the same
    response when used alone.

    http://almaz.com/nobel/medicine/1904a.html

    Instrumental (Operant) Conditioning


    Learning based on a trial-and-error process, with
    habits forced as the result of positive experiences
    (reinforcement)

    Classical Conditioning and Marketing Strategy


    Identify and pair product with a known, well-liked
    stimulus

    More attention
    More favourable attitudes
    Greater intention to buy the product
    Learning of key attributes

    Use stimulus generalization effectively


    Continued

    Instrumental Conditioning

    Consumers learn by means of trial and error


    process in which some purchase behaviours result
    in more favorable outcomes (rewards) than other
    purchase behaviours.
    A favorable experience is instrumental in teaching
    the individual to repeat a specific behaviour.

    Instrumental Conditioning and Marketing

    Make the product the ultimate reward


    Provide samples and free trials
    Provide non-product rewards
    Practice relationship marketing
    Reinforcement Schedules
    Shaping

    Massed versus Distributed Learning

    Measures of Consumer Learning

    Recognition and Recall Measures


    Aided and Unaided Recall
    Cognitive Responses to Advertising
    Copy-testing Measures
    Attitudinal and Behavioural Measures of Brand Loyalty

    Cognitive Learning Theory

    solving, which enables


    individuals to gain some control over their
    environment.
    Three types:

    Learning through problem

    Observational learning
    Rote Learning
    Reasoning

    Observational Learning

    Individuals learn by observing the


    behaviour of others, and consequences of
    such behavior.
    Also known as modeling learning.

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