Consumer Learning

Presented by:-
Gursahib Singh and
Dalbir Kaur
LEARNING
“Learning is any relatively
permanent change in
behaviour that occurs as a
result of experience”
 A process by which
individuals acquire the
purchase and
Consumer consumption
Learning knowledge
and experience
that they apply to
future related behavior.
Importance of Learning
Marketers must teach consumers:
where to buy
how to use
how to maintain
how to dispose of products
Learning Processes
Intentional: Incidental:
learning acquired as learning acquired
a result of a careful by accident or
search for without much effort
information
Learning Theories
Behavioral Theories: Cognitive Theories: A
Theories based on the theory of learning based
premise that learning on mental information
takes place as the result processing, often in
of observable responses response to problem
to external stimuli. Also solving.
known as stimulus
response theory.
*
Behavioural Theorists view
learning as observable responses to
stimuli, whereas Cognitive
Theorists believe that learning is a
function of mental processing.
Behavioral Learning Theories
1. Classical Conditioning
2. Instrumental or operant Conditioning
3. Modeling or Observational Learning or Social
learning theory
1. CLASSICAL CONDITIONING
• GIVEN BY:-IVAN PAVLON
• According to this theory
assosiation of one event with
another desired event resulting in
a behavior.
 A behavioral
learning theory
according to which a
stimulus is paired
Classical
Classical with another stimulus
Conditioning
Conditioning that elicits a known
response that serves
to produce the same
response when used
alone.
•GIVEN BY:-IVAN PAVLON
•According to this theory
assosiation of one event with
another desired event
resulting in a behavior.
 Pavlovian Model of Classical
Conditioning

Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
Bell Salivation
 Analogous Model of Classical
Conditioning

Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
6 o’clock news

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
6 o’clock news Salivation
•Given by:-B.f skinner
•It says that behavior of one if a
function of its consequences.
•A process by which individuals
observe the behavior of others,
and consequences of such
behavior.
 A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
Instrumental
the result of positive
(Operant)
experiences
Conditioning
(reinforcement)
resulting from certain
responses or
behaviors.
3.SOCIAL LEARNING THEORY
It is also called observational
learning
According to this theory,
individual learns by observing
models , parents, teachers,
pictures, bosses ,artists, and
others
SOCIAL LEARNING PROCESS
COGNITIVE THEORY
It says that behavior of one is
depend upon his thoughts,
knowledge, interpretation, or
ideas about himself and his
environment.
Cognitive Associative Learning
A cognitive theory of human learning patterned
after computer information processing that
focuses on how information is stored in human
memory and how it is retrieved.
 Holds that the kind
of learning most
characteristic of
Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.
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