Consumer Learning Final
-
Upload
kamil-banday -
Category
Documents
-
view
217 -
download
0
Transcript of Consumer Learning Final
-
7/30/2019 Consumer Learning Final
1/27
CONSUMERLEARNING
-
7/30/2019 Consumer Learning Final
2/27
Contents
Consumer Learning Elements of Consumer Learning
Behavior learning Theory
CLASSICAL CONDITIONING
INSTRUMENTAL CONDITIONING
MODELING OR OBSERVATIONAL
LEARNING
Cognitive Learning Theory
INFORMATION PROCESSING
-
7/30/2019 Consumer Learning Final
3/27
Consumer Learning
Consumer Learning Is theprocess by whichindividuals acquire the purchase andconsumption knowledgeand experience that
they apply to future related behavior.
The term Learning encompasses the total rangeof learning, from simple, almost reflexive
response to the learning of abstracts conceptsand complex problem solving.
Much Learning isIntentionalbut a great deal of
learning is alsoIncidental.
-
7/30/2019 Consumer Learning Final
4/27
Elements of Consumer Learning
MotivationMotivation is based on needs and goals which acts
as a spur to learning. The degree of involvement
determines the consumers level of motivation.
Cues
Cues are the stimuli that give direction to these
motives. Cues serve to direct consumer drives
when they are consistent with consumer
expectations.
-
7/30/2019 Consumer Learning Final
5/27
Elements of Consumer
Learning..conti.
ResponseHow individual react to drive or cue how they
behave constitute their response.
Reinforcement
Reinforcement increases the likelihood that aspecific response will occur in the future as
the result of particular cues or stimuli.
-
7/30/2019 Consumer Learning Final
6/27
Behavior learning Theory
Also called Stimulus ResponseTheory based on the premise that
observable responses to specific
external stimuli signal that learningtakes place.
Two Behavior theories :
Classical Conditioning
Instrumental Conditioning
-
7/30/2019 Consumer Learning Final
7/27
Classical Conditioning
Classical conditioning theorist regardedall organisms (both animal and human)
as relatively passive entities that could
be taught certain behaviors throughrepetition (or conditioning).
Russian psychologist Ivan Pavlov,demonstrated conditioned learning in
his studies with dogs.
-
7/30/2019 Consumer Learning Final
8/27
Unconditional Stimulus
Meat Paste
Conditioned Response
Unconditioned ResponseSalivation
Conditioned StimulusBell
Conditioned Stimulus
Bell
After Repeated Pairings:
-
7/30/2019 Consumer Learning Final
9/27
Strategic Application of Classical
Conditioning
Repetition
Increases the strength of the associations
between a conditioned stimulus and anunconditioned stimulus and slows theprocess of forgetting.
Stimulus Generalization
Making the same response to slightly
different stimuli.
-
7/30/2019 Consumer Learning Final
10/27
Stimulus Discrimination:
Opposite of stimulus generalization and
result in the selection of a specificstimulus from among similar stimuli.
-
7/30/2019 Consumer Learning Final
11/27
-
7/30/2019 Consumer Learning Final
12/27
A Model of Instrumental Conditioning
Stimulus
Situation(Need good
Looking jeans)
Try
Brand A
TryBrand B
TryBrand C
TryBrand D
RewardPerfect fit
UnrewardedBaggy in Seat
UnrewardedTight in seat
Unrewarded
Legs too loose
-
7/30/2019 Consumer Learning Final
13/27
Reinforcement of behavior
Positive Reinforcement
Negative Reinforcement
Instrumental Conditioning
-
7/30/2019 Consumer Learning Final
14/27
Modeling or Observational
Learning
Modeling is the process through whichindividuals learn behavior by observing the
behavior of others and the consequences ofsuch behavior.
Consumer often observe how others behavein response to certain situations (Stimuli) andthe ensuring results (reinforcement) thatoccur, and they imitate (Model) behavior
when faced with similar situations.
-
7/30/2019 Consumer Learning Final
15/27
-
7/30/2019 Consumer Learning Final
16/27
Click here to play video
http://localhost/var/www/apps/conversion/tmp/scratch_9/aisiazadi_ladki.avihttp://localhost/var/www/apps/conversion/tmp/scratch_9/aisiazadi_ladki.avi -
7/30/2019 Consumer Learning Final
17/27
-
7/30/2019 Consumer Learning Final
18/27
Cognitive Learning Theory
Learning based on mental activity is called
Cognitive Learning.
It holds that the kind of learning most
characteristic of human being is problem
solving, which enables individuals to gainsome control over their environment.
-
7/30/2019 Consumer Learning Final
19/27
Information Processing
Information Processing is related to both
the consumers cognitive ability and the
complexity of the information to be
processed.
Consumer process product information by
attributes, brands, comparisons between
brands, or a combination of these factors.
-
7/30/2019 Consumer Learning Final
20/27
Information Processing.
Conti.
Structure of Memory:
Sensory Store
Short - Term Store
Long Term Store Rehearsal and Encoding
-
7/30/2019 Consumer Learning Final
21/27
Measures of Consumer
learning: Recognition and Recall Measures
Cognitive Measures
Attitudinal & Behavioral Measures ofBrand Loyalty
-
7/30/2019 Consumer Learning Final
22/27
Recognition and Recall Measures:
Recognition & Recall tests areconducted to determine:
Whether consumers remember seeing an
ad The extent to whish they have read it or
seen it or hear it
Can recall its content Their resulting attitude toward the productand the brand
Their purchase intentions
-
7/30/2019 Consumer Learning Final
23/27
Recognition tests are based on aided recall.
The consumer is shown an ad and asked whetherhe or she remember seeing it and can rememberany of its salient points.
Recall tests are unaided recall.
The consumer is asked whether he or she has reada specific magazine or watched a specifictelevision show, and if so, can recall any ads orcommercial seen, the product advertised, the
brand, and any salient points about the product.
-
7/30/2019 Consumer Learning Final
24/27
Cognitive Measures
The degree to which consumersaccurately comprehend the intendedadvertising message.
-
7/30/2019 Consumer Learning Final
25/27
Cognitive Measures
Comprehension is a function of:
The message characteristic
The consumers opportunity and
ability to o process the information.
The consumers motivation.
-
7/30/2019 Consumer Learning Final
26/27
Cognitive Measures
Copy testing
- pre-testing- post-testing
-
7/30/2019 Consumer Learning Final
27/27
Conclusion
Consumer Learning Is the process by which
individuals acquire the purchase and
consumption knowledge and experience that
they apply to future related behavior.