Transcript
Consumer LearningConsumer Behavior
TC/IS/2011/MS/144Presentation -01MMT-2013Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee Campus –Eastern University
Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
Consumer LearningWhat are
Theroles
of consumer
What are the their
needsWhere to buy them
How to use them
How to maintain
them
How to they get
purchasing decision
How to dispose of
product
ELEMENTS OF CONSUMER LEARNING
Theories based on the basis that learning takes place as the result of observable responses to external stimuli. Also know as stimulus response theory.
A theory of learning based on mental information processing. Often in response to problem solving.
BEHAVIORAL LEARNING THEORY
AB
AFTER REPEATED PAIRINGS
Unconditioned StimulusMeat Past
Conditioned StimulusBell
Conditioned StimulusBell
UnconditionedResponseSalivation
ConditionedResponseSalivation
Unconditioned StimulusDinner aromas
Conditioned Stimulus6o’clock news
Conditioned Stimulus6o’clock news
UnconditionedResponseSalivation
ConditionedResponseSalivation
Instrumental Conditioning requires alink between a stimulus and response.Instrumental Conditioning, the stimulusthat results in the most satisfactoryresponse is the one that is learn. That ismore helpful in explaining complex –goal directed activities.
What am I purchase
“I’m Hungry”
StimulusSituational(need good
looking jeans)
Try Brand A
Try Brand B
Try Brand C
Try Brand D
UnrewardedLegs too loose
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardedPerfect fit
Modeling is the process throughwhich individuals learn behaviorby observing the behavior of otherand the consequences of suchbehavior.
Learning based on mental activity is called Cognitive Learning.
Information processing is related to both the consumer cognitive abilityand the complexity of the information to be processed.
Consumer process product information by attributes,brands,comparison between brands or a combination of these factors .
Greater familiarity with the product category also increase cognitiveability and learning during a new purchase decision particular withregarding to technical information.
HOW CONSUMER STORE, RETAIN, RETRIEVE INFORMATION Human memory
Of central important to the processing of information is the human memory Structure memory Sensory memory Short term memory Long term memory Rehearsals and Encoding
Retention Retrieve information
Involvement theory development from a stream ofresearch called hemispheral lateralization or split braintheory.
Involvement Theory Media Strategy
Print Mediaex-:Newspaper
Magazine Interactive media
ex-:Internet
Visual components of advertising
ex-:TV CommercialPackagingIn store display
Measures of Consumer Learning
1.Recognition and recall measures2.Cognitive Responses to Advertisement3.Attitudinal and behavioral measure of Brand Loyalty
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