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  • Consumer Learning: by Muhammad Munib Khan

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    Muhammad Munib Khan
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    Consumer learning involves acquiring knowledge about purchasing and consuming goods through experience that is then applied to future behaviors. There are two main theories of learning - behavioral theories which focus on observable responses to stimuli, and cognitive theories which examine mental information processing. Classical conditioning involves pairing a stimulus with another that elicits a known response to produce the same response when the stimulus is presented alone, like pairing a celebrity eating chocolate with a brand to elicit the response of wanting that brand. Operant conditioning uses rewards and punishments to change consumer behavior toward certain products.

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    Consumer Behaviour

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    Consumer learning involves acquiring knowledge about purchasing and consuming goods through experience that is then applied to future behaviors. There are two main theories of learning - behavioral theories which focus on observable responses to stimuli, and cognitive theories which examine mental information processing. Classical conditioning involves pairing a stimulus with another that elicits a known response to produce the same response when the stimulus is presented alone, like pairing a celebrity eating chocolate with a brand to elicit the response of wanting that brand. Operant conditioning uses rewards and punishments to change consumer behavior toward certain products.

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    © All Rights Reserved
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    8 views7 pages

    Consumer Learning: by Muhammad Munib Khan

    Uploaded by

    Muhammad Munib Khan
    Consumer learning involves acquiring knowledge about purchasing and consuming goods through experience that is then applied to future behaviors. There are two main theories of learning - behavioral theories which focus on observable responses to stimuli, and cognitive theories which examine mental information processing. Classical conditioning involves pairing a stimulus with another that elicits a known response to produce the same response when the stimulus is presented alone, like pairing a celebrity eating chocolate with a brand to elicit the response of wanting that brand. Operant conditioning uses rewards and punishments to change consumer behavior toward certain products.

    Copyright:

    © All Rights Reserved
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    Consumer Learning

    By
    Muhammad Munib Khan
    What is learning?
    • The process by which individuals acquire the purchase and consumption
    knowledge
    • Experience that they apply to future related behavior

    Types of Learning Theories


     Behavioral Theories

    • Based on observable behaviors (responses) that occur as the result of exposure to


    stimuli

     Cognitive Theories
     Learning based on mental information processing
    Classical Conditioning
    • A behavioral learning theory according to which a stimulus is paired with
    another stimulus that elicits a known response that serves to produce the same
    response when used alone.
    Classical Conditioning
    Classical Conditioning
    Unconditioned Stimulus
    Robin Williams

    Unconditioned Response
    A Celebrity eating chocolate bar
    Conditioned Stimulus
    Snickers

    Conditioned Stimulus Conditioned Response


    Snickers Eating snickers will not make
    you hungry like Robin Williams
    Operant Conditioning
    • In operant conditioning,advertisers try to change consumers' behavior
    by using rewards or punishment
    Operant Conditioning

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