GROUP- 1

ARCHANA BALODI 05

ATUL DIWEDI 16

NANCY KALRA 23

ALI AKBAR KATKA 25

NIDI MEHTA 37

MANSI PATEL 41

KAUSHIK SHAH 45

CONSUMER LEARNING

DEFINITION:-

Can be defined as relatively permanent change on behavior occurring as a result of experience. (experience may be of purchase and consumption)

Types of learned behavior

Physical learning

Symbolic learning

Affective learning

Elements of consumer learning

Motivation

Cues

Response

Reinforcement

BEHAVIOR LEARNING THEORY

Also known as “Stimulus Response

Theory”.

Concerned with inputs and outcomes

of learning, not the process

TWO TYPES:- classical conditioning operant (instrumental) conditioning

CLASSICAL CONDITIONING

Involved building automatic response to stimuli

Its Strategic applications

Three basic concept derived Repetition Stimulus generalization Stimulus discrimination

OPERANT CONDITIONING

Learning in which voluntary behavior is strengthened if it is reinforced and weakened if it is punished

In this the controlling stimulus comes after the behavior but in classical conditioning it comes before

PRINCIPLES OF REINFORCEMENTS

SKINNER identified two events – those in which reward is given; and those in which something bad is removed.

Positive reinforcement

Negative reinforcement

OBSERVATIONAL LEARNING

Developed by Albert Bandura

Experiment conducted by him known a

“BOBO DOLLS”

OBSERVATIONAL LEARNING

Definition

Also known as vicarious learning or social learning or modeling.

Can be affected by positive or negative consequences.

Examples of Observational Learning.

OBSERVATIONAL LEARNING

4 Key Process of Observational Learning:-

A) Attention,

B) Retention,

C) Production,

D) Motivation.

OBSERVATIONAL LEARNING

Effects of Observational Learning:-

A) Teaches new behavior.

B) Increases/Decreases the frequency with

which previously learned behaviors are carried

out.

C) Can increase/decrease similar behaviors.

COGNITIVE LEARNING THEORY

DEFINITION

Theory of psychology that attempts to explain human behavior by understanding the thought processes

Example

Learning is based on

1. Mental activity.

2. Familiarity

3. Imagery

MEASURES OF CONSUMER LEARNING

1. Recognition measures

2. Recall measures

What we will cover in this section

What Attitude is ?

Theories of Attitude

Attitudes put people into a frame of mind for liking or disliking things and moving toward or away from them.

Attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store

BELIEFS

AFFECT (FEELIN

G)

BEHAVIORAL

INTENTIONS

Beliefs : A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers)

Behavioral Intention : .  The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand).  As with affect, this is sometimes a logical consequence of beliefs (or affect)

STRUCTURAL MODELS OF ATTITUDE

Tricomponent Attitude Model

Multiatribute Attitude Model

The Attitude toward behavior Model

Theory of reasoned action Model

Theory of trying to consume Model

Attitude toward the AD Models

TRICOMPONENT MODEL

Cognitive component: consumer belief about a brand, outlet, product, action etc, i.e. based on personal knowledge , actual experience, the knowledge or experience of others, or perception.

Affective component : consumer feelings (likes, dislikes, neutrality) about a brand, outlet, product, action etc flowing from beliefs

Intention component : consumers intention to act positively , negatively or neutrally toward a brand, outlet, product, action etc that is based on his her affective component stance

Model used to explain Attitude:

Multiattribute Attitude Model

Theory of trying to consume Model

Attitude towards the ad models

MULTIATTRIBUTE ATTITUDE MODEL This portray consumer’s attitude with regard

to an attitude object like product, service, a direct mail as a function of consumer’s perception and assessment of the beliefs. Its of two types:

i. The attitude –toward-object model

ii. The Attitude- toward-Behavior model

iii.Theory- of –reasoned- action model

i. The attitude –toward-object model

This is used for measuring attitudes towards a product category of specific brands. Eg. Reliance and Airtel Service provider.

ii. The Attitude- toward-Behavior model

This is an individual’s attitude towards behaving or acting with respect to an object itself. Eg buying a car.

iii. Theory- of –reasoned- action model

This represents a comprehensive integration of attitude components into a structure that is designed to lead to better explanations and better predictions of behavior.

Theory of Trying-to-consume Model This is a model that explains the consumers

goals by their trying to consume. The trying to consume theory is designed to an account for the many cases in which the action of consumer is uncertain but instead reflects the consumers attempt to consume.eg. If I buy this product, I may get a t-shirt free.

Attitude-Toward-the Ad models

This is an effort put to understand the impact of advertising or some other promotional vehicle on consumers attitude towards a particular brands. As the ad depicts, the consumer forms various feeling and judgments towards the brand.

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