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Transcript of Consumer learning
Consumer Learning
Consumer Behavior
TC/IS/2011/MS/144Presentation -01MMT-2013Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee Campus –Eastern University
Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
Consumer LearningWhat are
The roles
of consumer
What are the their
needsWhere to buy them
How to use them
How to maintain
them
How to they get
purchasing decision
How to dispose of
product
ELEMENTS OF CONSUMER LEARNINGMotivation Cues
ResponseReinforcement
Learning Theories
Behavioral Learning Theory
Cognitive Learning Theory
Theories based on the basis that learning takes place as the result of observable responses to external stimuli. Also know as stimulus response theory.
A theory of learning based on mental information processing. Often in response to problem solving.
BEHAVIORAL LEARNING THEORY
Classical Conditioning
Instrumental Conditioning
Modeling Observational
Learning
AB
Classical Conditioning
Paviovian Model of
Classical Conditioning
Analog Model of
Classical Conditioning
Paviovian Model of Classical Conditioning
AFTER REPEATED PAIRINGS
Unconditioned StimulusMeat Past
Conditioned StimulusBell
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned ResponseSalivation
Unconditioned StimulusDinner aromas
Conditioned Stimulus6o’clock news
Conditioned Stimulus6o’clock news
Unconditioned ResponseSalivation
Conditioned ResponseSalivation
Analog Model of Classical Conditioning
Instrumental Conditioning
Instrumental Conditioning requires a link between a stimulus and response. Instrumental Conditioning, the stimulus that results in the most satisfactory response is the one that is learn. That is more helpful in explaining complex –goal directed activities.
What am I purchase
“I’m Hungry”
Model of Instrumental Conditioning
StimulusSituational(need good
looking jeans)
Try Brand A
Try Brand B
Try Brand C
Try Brand D
UnrewardedLegs too loose
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardedPerfect fit
Modeling Observational Learning
Modeling is the process through which individuals learn behavior by observing the behavior of other and the consequences of such behavior.
Cognitive Learning Theory
Learning based on mental activity is called Cognitive Learning.
InformationProcessing
InvolvementTheory
Information Processing Information processing is related to both the consumer cognitive ability
and the complexity of the information to be processed.
Consumer process product information by attributes,brands,comparison between brands or a combination of these factors .
Greater familiarity with the product category also increase cognitive ability and learning during a new purchase decision particular with regarding to technical information.
HOW CONSUMER STORE, RETAIN, RETRIEVE INFORMATION Human memory
Of central important to the processing of information is the human memory Structure memory Sensory memory Short term memory Long term memory Rehearsals and Encoding
Retention Retrieve information
Involvement TheoryInvolvement theory development from a stream of
research called hemispheral lateralization or split brain theory.
Hemisphere
Left Hemisphere
RightHemisphere
Involvement Theory Media Strategy
Left Side Brain
Processing Theory
Right Side Brain
Processing Theory
Print Mediaex-:Newspaper Magazine
Interactive mediaex-:Internet
Visual components of advertising
ex-:TV Commercial Packaging In store display
Measures of Consumer Learning
1.Recognition and recall measures2.Cognitive Responses to Advertisement3.Attitudinal and behavioral measure of Brand Loyalty