Transcript
GROUP- 1
ARCHANA BALODI 05
ATUL DIWEDI 16
NANCY KALRA 23
ALI AKBAR KATKA 25
NIDI MEHTA 37
MANSI PATEL 41
KAUSHIK SHAH 45
CONSUMER LEARNING
DEFINITION:-
Can be defined as relatively permanent change on behavior occurring as a result of experience. (experience may be of purchase and consumption)
Types of learned behavior
Physical learning
Symbolic learning
Affective learning
Elements of consumer learning
Motivation
Cues
Response
Reinforcement
BEHAVIOR LEARNING THEORY
Also known as “Stimulus Response
Theory”.
Concerned with inputs and outcomes
of learning, not the process
TWO TYPES:- classical conditioning operant (instrumental) conditioning
CLASSICAL CONDITIONING
Involved building automatic response to stimuli
Its Strategic applications
Three basic concept derived Repetition Stimulus generalization Stimulus discrimination
OPERANT CONDITIONING
Learning in which voluntary behavior is strengthened if it is reinforced and weakened if it is punished
In this the controlling stimulus comes after the behavior but in classical conditioning it comes before
PRINCIPLES OF REINFORCEMENTS
SKINNER identified two events – those in which reward is given; and those in which something bad is removed.
Positive reinforcement
Negative reinforcement
OBSERVATIONAL LEARNING
Developed by Albert Bandura
Experiment conducted by him known a
“BOBO DOLLS”
OBSERVATIONAL LEARNING
Definition
Also known as vicarious learning or social learning or modeling.
Can be affected by positive or negative consequences.
Examples of Observational Learning.
OBSERVATIONAL LEARNING
4 Key Process of Observational Learning:-
A) Attention,
B) Retention,
C) Production,
D) Motivation.
OBSERVATIONAL LEARNING
Effects of Observational Learning:-
A) Teaches new behavior.
B) Increases/Decreases the frequency with
which previously learned behaviors are carried
out.
C) Can increase/decrease similar behaviors.
COGNITIVE LEARNING THEORY
DEFINITION
Theory of psychology that attempts to explain human behavior by understanding the thought processes
Example
Learning is based on
1. Mental activity.
2. Familiarity
3. Imagery
MEASURES OF CONSUMER LEARNING
1. Recognition measures
2. Recall measures
What we will cover in this section
What Attitude is ?
Theories of Attitude
Attitudes put people into a frame of mind for liking or disliking things and moving toward or away from them.
Attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store
BELIEFS
AFFECT (FEELIN
G)
BEHAVIORAL
INTENTIONS
Beliefs : A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers)
Behavioral Intention : . The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect)
STRUCTURAL MODELS OF ATTITUDE
Tricomponent Attitude Model
Multiatribute Attitude Model
The Attitude toward behavior Model
Theory of reasoned action Model
Theory of trying to consume Model
Attitude toward the AD Models
TRICOMPONENT MODEL
Cognitive component: consumer belief about a brand, outlet, product, action etc, i.e. based on personal knowledge , actual experience, the knowledge or experience of others, or perception.
Affective component : consumer feelings (likes, dislikes, neutrality) about a brand, outlet, product, action etc flowing from beliefs
Intention component : consumers intention to act positively , negatively or neutrally toward a brand, outlet, product, action etc that is based on his her affective component stance
Model used to explain Attitude:
Multiattribute Attitude Model
Theory of trying to consume Model
Attitude towards the ad models
MULTIATTRIBUTE ATTITUDE MODEL This portray consumer’s attitude with regard
to an attitude object like product, service, a direct mail as a function of consumer’s perception and assessment of the beliefs. Its of two types:
i. The attitude –toward-object model
ii. The Attitude- toward-Behavior model
iii.Theory- of –reasoned- action model
i. The attitude –toward-object model
This is used for measuring attitudes towards a product category of specific brands. Eg. Reliance and Airtel Service provider.
ii. The Attitude- toward-Behavior model
This is an individual’s attitude towards behaving or acting with respect to an object itself. Eg buying a car.
iii. Theory- of –reasoned- action model
This represents a comprehensive integration of attitude components into a structure that is designed to lead to better explanations and better predictions of behavior.
Theory of Trying-to-consume Model This is a model that explains the consumers
goals by their trying to consume. The trying to consume theory is designed to an account for the many cases in which the action of consumer is uncertain but instead reflects the consumers attempt to consume.eg. If I buy this product, I may get a t-shirt free.
Attitude-Toward-the Ad models
This is an effort put to understand the impact of advertising or some other promotional vehicle on consumers attitude towards a particular brands. As the ad depicts, the consumer forms various feeling and judgments towards the brand.
THANK YOU
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