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    Learning

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    Arpita Kaul
    This document discusses different types of consumer learning processes. There are two main types of learning - intentional learning that results from a careful search for information, and incidental learning that occurs accidentally without much effort. Learning theories include elements like motivation, cues, and reinforcement. Classical conditioning involves pairing a stimulus with another to produce a learned response, while instrumental conditioning is a trial-and-error process where habits are formed through reinforcement. Marketers can apply concepts from learning theories like repetition, stimulus generalization, and stimulus discrimination in their strategies.

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    Learning

    Uploaded by

    Arpita Kaul
    212 views28 pages
    This document discusses different types of consumer learning processes. There are two main types of learning - intentional learning that results from a careful search for information, and incidental learning that occurs accidentally without much effort. Learning theories include elements like motivation, cues, and reinforcement. Classical conditioning involves pairing a stimulus with another to produce a learned response, while instrumental conditioning is a trial-and-error process where habits are formed through reinforcement. Marketers can apply concepts from learning theories like repetition, stimulus generalization, and stimulus discrimination in their strategies.

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    This document discusses different types of consumer learning processes. There are two main types of learning - intentional learning that results from a careful search for information, and incidental learning that occurs accidentally without much effort. Learning theories include elements like motivation, cues, and reinforcement. Classical conditioning involves pairing a stimulus with another to produce a learned response, while instrumental conditioning is a trial-and-error process where habits are formed through reinforcement. Marketers can apply concepts from learning theories like repetition, stimulus generalization, and stimulus discrimination in their strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    212 views28 pages

    Learning

    Uploaded by

    Arpita Kaul
    This document discusses different types of consumer learning processes. There are two main types of learning - intentional learning that results from a careful search for information, and incidental learning that occurs accidentally without much effort. Learning theories include elements like motivation, cues, and reinforcement. Classical conditioning involves pairing a stimulus with another to produce a learned response, while instrumental conditioning is a trial-and-error process where habits are formed through reinforcement. Marketers can apply concepts from learning theories like repetition, stimulus generalization, and stimulus discrimination in their strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 28

    Consumer Learning

    Consumer 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

    Motivation Cues Response

    Elements of Learning Theories

    Reinforcement

    Reinforcement

    A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.

    Classical

    Behavioural Learning Theories


    Conditioning. Conditioning.

    Instrumental Modeling

    Learning

    or Observational

    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/1904

    a.html

    Instrumental (Operant) Conditioning


    learning

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

    10

    11

    Classical conditioning contd Classical conditioning is the learning


    of associations among events that allows us to anticipate and represent our environment. From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge

    12

    Strategic Applications of Classical Conditioning


    Repetition Stimulus

    Generalization Discrimination

    The inability to perceive differences between slightly dissimilar stimuli.


    Stimulus

    13

    Repetition
    Repetition

    increases strength of associations and slows forgetting but over time may result in advertising wearout. Cosmetic variations reduce satiation.
    14

    Three-Hit Theory
    Repetition

    is the basis for the idea that three exposures to an ad are necessary for the ad to be effective number of actual repetitions to equal three exposures is in question.
    15

    The

    Stimulus Generalization
    The

    inability to perceive differences between slightly dissimilar stimuli. applications

    Marketing

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

    16

    The

    ability to select a specific stimulus from among similar stimuli because of perceived differences.

    Stimulus Discrimination

    17

    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

    18

    19

    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 behaviour Example: Ad showing wrinkled skin as reinforcement to buy skin cream
    20

    Other Concepts in Reinforcement


    Punishment

    Choose reinforcement rather than punishment


    Extinction

    Combat with consumer satisfaction


    Forgetting

    Combat with repetition

    21

    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

    22

    Cognitive Learning Theory


    Learning

    through problem solving,

    which enables individuals to gain some control over their environment. Three types:
    Observational learning Rote Learning Reasoning

    23

    Cognitive Learning and Marketing Strategy


    Use

    rote learning to teach consumers about the brand Use reasoning or problem solving for complex or high-involvement products Use modelling to extinguish negative behaviour Use knowledge of information processing to help consumers store, retain and retrieve messages.

    24

    Observational Learning
    individuals

    learn by observing the behaviour of others, and consequences of such behaviour. Also known as modeling or vicarious learning.

    25

    Iconic Rote Learning


    Learning

    concepts through simple repetition


    Repeated ads teach consumers about a products attributes

    26

    Reasoning
    Highest

    level of cognitive

    learning Involves creative thinking Depends on how information is processed and stored

    27

    Recognition Cognitive

    Measures of Consumer Learning

    and Recall Measures

    Aided and Unaided Recall

    Responses to Advertising Copy-testing Measures Attitudinal and Behavioural Measures of Brand Loyalty

    28

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