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CONSUMER LEARNING

Contents
Consumer Learning Elements of Consumer Learning Behavior learning Theory
CLASSICAL CONDITIONING INSTRUMENTAL CONDITIONING MODELING OR OBSERVATIONAL LEARNING

Cognitive Learning Theory


INFORMATION PROCESSING

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.

Elements of Consumer Learning


Motivation
Motivation 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.

Elements of Consumer Learning..conti.


Response
How individual react to drive or cue how they behave constitute their response.

Reinforcement
Reinforcement increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

Behavior learning Theory


Also called Stimulus Response Theory based on the premise that observable responses to specific external stimuli signal that learning takes place. Two Behavior theories :
Classical Conditioning Instrumental Conditioning

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.

Unconditional Stimulus Meat Paste

Unconditioned Response Salivation


Conditioned Stimulus Bell

After Repeated Pairings:

Conditioned Stimulus Bell

Conditioned Response

Strategic Application of Classical Conditioning


Repetition
Increases the strength of the associations between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.

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.

A Model of Instrumental Conditioning


Try Brand A Unrewarded Legs too loose

Stimulus Situation (Need good Looking jeans)

Try Brand B

Unrewarded Tight in seat

Try Brand C

Unrewarded Baggy in Seat

Try Brand D

Reward Perfect fit

Instrumental Conditioning
Reinforcement of behavior
Positive Reinforcement Negative Reinforcement

Modeling or Observational Learning


Modeling is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
Consumer often observe how others behave in response to certain situations (Stimuli) and the ensuring results (reinforcement) that occur, and they imitate (Model) behavior when faced with similar situations.

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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 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.

Information Processing. Conti.


Structure of Memory:
Sensory Store Short - Term Store Long Term Store

Rehearsal and Encoding

Measures of Consumer learning:


Recognition and Recall Measures

Cognitive Measures
Attitudinal & Behavioral Measures of Brand Loyalty

Recognition and Recall Measures:


Recognition & Recall tests are conducted 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 product and the brand Their purchase intentions

Recognition tests are based on aided recall.


The consumer is shown an ad and asked whether he or she remember seeing it and can remember any of its salient points. Recall tests are unaided recall.
The consumer is asked whether he or she has read a specific magazine or watched a specific television show, and if so, can recall any ads or commercial seen, the product advertised, the brand, and any salient points about the product.

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.

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