Consumer Behavior & Neuro Marketing

Behavioral & Cognitive Learning

Under the guidance of :
Dr. Annanya Deb Roy

By :
Group II
Aman Susan Kujur Akshima Khandelwal Monica Raju Preetam Kundu
Shubham Ghate Swastika Bhattacharya

Dept. of Fashion Management Studies

National Institute of Fashion Technology, Kolkata
Ministry of Textiles, Government of India
Objective
To understand Behavioral and Cognitive
Learning with the help of examples
through different Brands
Thanda Matlab _____???
Classical Conditioning

YOUR
COCA COLA LOGO
“Thanda matlab Coca-Cola”
 Unconditional Stimulus - Unconditional Response -
● Cold drink, soda, chilled ● Thirsty
water

Conditional Stimulus - Conditional Response -

● Color & Shape of Bottle ● Think of Coca Cola
● “THANDA”
Classical Conditioning

XIAOMI
Unconditional Stimulus - Unconditional Response -
● Phone’s buzz, ring ● Look for your phone

Conditional Stimulus - Conditional Response -

● Xiaomi Ringtone ● It’s MI phone
1. Positive Reinforcement

MYNTRA
Myntra Insider Supercoins Myntra Nudging
2. Negative Reinforcement

NIVEA
Q10 Replenishing Pearls
3. Punishment

OLA
Cab Services
4. Extinction

RELIANCE JIO
Cognitive Learning

YOUR
MagicBricks LOGO
Thank You !
 Learning

Cognitive Learning Behavioral Learning

Classical
Reinforcement
Conditioning
[ UCS, CS, Response ] [ Positive, Negative,
Punishment, Extinction ]
 Classical Conditioning

COCA COLA
“Thanda matlab Coca-Cola”

Conditional Stimulus - Unconditional Stimulus -

● Color & Shape of Bottle ● Cold drink, soda, chilled
● “THANDA” water
● Think of Coca Cola

Response -
● Thirsty
 Classical Conditioning

XIAOMI

Conditional Stimulus - Unconditional Stimulus -

● Sound ● Xiaomi Phone

Response -
● Look for your phone