INSTITUTE OF

MANAGEMENT STUDIES
CONSUMER BEHAVIOUR
Submitted to: Submitted by:
Miss. Sarita Muskan chahal (15)
Gourav Bidhan (26)
Shweta Saini (42)
Ghanshyam (43)
LEARNING
learning involves changes in an individual’s behavior arising out of the experience. Most of the
human behavior is learned over time, out of the experience.
Following are the features of consumer learning
•Consumer learning is a process. A process which continually changes and acquires new
knowledge.
•This knowledge can be obtained from reading, discussing, observing, thinking, etc.
•Newly acquired knowledge or personal experience, both serve as feedback.
Elements of Consumer Learning

Motivation is the driving force of all important things to be learnt. Motives allow individuals to
increase their readiness to respond to learning. It also helps in activating the energy to do so.
Response signifies how a consumer reacts to the motives or even cues. The response can be
shown or hidden, but in either of the cases learning takes place.
Reinforcement is very important as it increases the probability of a particular response in the
future driven by motives and cues.
Consumer Behavioral Learning Theories

Classical Conditioning
◦ It is the process of learning to associate a particular thing in our
environment with a prediction of what will happen next.
◦ Discovered by Russian physiologist Ivan Pavlov
◦ This learning process creates a conditioned response through
associations between an unconditioned stimulus and a neutral
stimulus.
EXAMPLE
COMPONENTS
Consumer Behavioral Learning
Theories
Operant conditioning
o Operant conditioning, sometimes referred to as instrumental conditioning is a method of
learning that employs rewards and punishments for behavior.
o Operant conditioning was first described by behaviorist B.F. Skinner
o Through operant conditioning, an association is made between a behavior and a
consequence (whether negative or positive) for that behavior.
EXAMPLE
COMPONENTS
Positive reinforcers

Negative reinforcers

Positive punishment

Negative punishment