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Contents
Consumer Learning Elements of Consumer Learning Behavior learning Theory
CLASSICAL CONDITIONING INSTRUMENTAL CONDITIONING MODELING OR OBSERVATIONAL LEARNING
Consumer Learning
Consumer Learning Is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
The term Learning encompasses the total range of learning, from simple, almost reflexive response to the learning of abstracts concepts and complex problem solving.
Much Learning is Intentional but a great deal of learning is also Incidental.
Cues
Cues are the stimuli that give direction to these motives. Cues serve to direct consumer drives when they are consistent with consumer expectations.
Reinforcement
Reinforcement increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.
Classical Conditioning
Classical conditioning theorist regarded all organisms (both animal and human) as relatively passive entities that could be taught certain behaviors through repetition (or conditioning).
Russian psychologist Ivan Pavlov, demonstrated conditioned learning in his studies with dogs.
Conditioned Response
Stimulus Generalization
Making the same response to slightly different stimuli.
Stimulus Discrimination:
Opposite of stimulus generalization and result in the selection of a specific stimulus from among similar stimuli.
Instrumental Conditioning
Instrumental learning theorist believe that learning occurs through a trial and- error process, with habit formed as a result of reward received for certain responses or behaviors.
It requires a link between a stimulus and a response. Applies to many situation in which consumer learn about products, services, and retail stores.
Try Brand B
Try Brand C
Try Brand D
Instrumental Conditioning
Reinforcement of behavior
Positive Reinforcement Negative Reinforcement
It holds that the kind of learning most characteristic of human being is problem solving, which enables individuals to gain some control over their environment.
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.
Cognitive Measures
Attitudinal & Behavioral Measures of Brand Loyalty
Cognitive Measures
The degree to which consumers accurately comprehend the intended advertising message.
Cognitive Measures
Comprehension is a function of: The message characteristic The consumers opportunity and ability to o process the information. The consumers motivation.
Cognitive Measures
Copy testing - pre-testing - post-testing
Conclusion
Consumer Learning Is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.