c. b m-4 learning

8/7/2019 c. b m-4 learning

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Module 4Module 4 -- IndividualIndividual

influence on Consumerinfluence on Consumer

behaviourbehaviour

a)a) LearningLearning

b)b) AttitudeAttitude

c)c) Persuasive communication.Persuasive communication.


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Components/ elements of learningComponents/ elements of learning

1. Motivation:

motivation is the driving force that impelsindividuals to action and is the result of unfulfilled

needs.2. Cue:

cue are the stimuli that gives direction to motives

e. g: advertisement

3. Response:

the way the individual reacts to a cue or stimulusis the response and could be physical or mental innature, leading to learning.


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4. Reinforcement:

reinforcement refers to thoseenvironments events which increases thelikelihood of specific response occuringin the future as a result of particular cur

or stimuli

5. Retention:

the stability of learned behaviourmaintained by the individual over aperiod of time is called retention.


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Theories of learningTheories of learning

There are three theories of learning:

1. Behavioral learning theories

2. Cognitive learning theory

3. Involvement theory

1. Behavioral learning theories:

Two types of theory

1. Classical conditioning (respondent conditioning)

2. Instrumental conditioning (operant conditioning)


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Classical conditioning theory:

The russian psychologist, Ivan Pavlov wasthe first who pioneered the study of

classical conditioning.

Definition:Classical conditioning is a process in which

a previously neutral stimulus acquires the

ability to elicit a response by repeated

association with a stimulus that naturally

produces a similar response


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Pavlov did experiment on dog:

He gave a relationship b/n stimulus and response

Unconditioned stimulus(US)

Food (meat)

Unconditioned response

(UR)

salivation

Unconditioned stimulus

(US)Food (meat) Unconditioned response

(UR)

salivation

Conditioned stimulu

(CS)

bell

Conditioned stimulu

(CS)

bell

conditioned response

(CR)

salivation


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Strategic application of classical conditioning:

Three basic concepts derived fron c.c

1. Repetition:people have a tendency to forget and one

proven method of increasing retention oflearning is repetition.

2. Stimulus generalization:

It occurs when two stimuli are seen assimilar and the effects of one therefore can besubstituted for the effect of other.

3. Stimulus discrimination:

it is opposite to stumulus generalization.Here because of learning they identify thedifference among similar stimuli

e.g. frequent users of a brand are better able to

notice relatively small difference among brandsin a same product.


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Operant conditioning (Instrumental conditioning )

It was discovered by Skinner

Operant conditioning is a type of learning in which theconsequences of behaviour lead to changes in the

probability of that behaviours occurrence.

Here behaviour is dependent on consequences.

Consequences may be favorable on unfavorable

Favourable reward, recognition, positive response

Unfavourable - punishment, negative response


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Strategic application of instrumentalconditioning:

Marketers effectively utilize the concepts ofconsumer instrumental learning whenthey provide positive reinforcement by

assuring customer satisfaction with theproduct, the service, and the total buyingexperience

Here they give importance to

1. Customer satisfaction.2. Relationship marketing.


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Modeling or observation learningModeling or observation learning

Learning theorist have noticed that a considerableamount of learning takes place in the absence of

direct reinforcement, either positive or negative,

through a process of modeling or observational

learning.Modeling is the process through which individuals

learn behavior by observing the behavior of

others and the consequences of such behavior.

e.g. Advertisement


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Cognitive learning theoryCognitive learning theory

Cognitive theory holds that learning involves

complex mental processing of information.

Instead of stressing the importance of repetition

or the association of a reward with a specificresponse, cognitive theorist emphasize the role

of motivation and mental processes in producing

a desired response.

Learning based on mental activity is called

cognitive learning.


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Information processing:

It tells how consumers store, retain andretrieve information.

1. Store:

There are 3 types of store in store house

memory where information is kept1. Sensory store (smell, color, shape and

feel)

2. Short term store ( phone number 2-10seconds information is lost)

3. Long term store (stores for long days)


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Rehearsal and encoding:

The amount of information available fordelivery from short term storage to long

term storage depends on the amount of

rehearsal it is given.

Encoding is the process by which we select

a word or visual image to represent a

perceived object

e. g: consumers encode brand by using

brand symbol


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2. Retain:

Retain is a process where the capacity

of consumers to remember the information

3. Retrieval:

retrieval is the process by which we

recover information from long term

storage.


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Involvement theoryInvolvement theory

Involvement theory is developed from a streamof research called split brain theory

The basic premise of split brain theory is thatthe right and left side of the brain specialize inthe kinds of information they process.

The left side is primarily responsible for cognitiveactivities such as reading, speaking etc.

Individuals how are exposed to verbalinformation analyze the information through theirleft brain

The right side of brain is concerned withnonverbal, pictorial information.

They are emotional, feeling, people


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Consumer involvement is considered as animportant variable that can help explain how

consumers process information and how thisinformation might influence their purchase orconsumption related behavior.

Involvement of consumers depends on 3

factors.1. Traits of persons such as needs, interest,

important, unique experience.

2. The characteristics of stimulus such as

differentiation of alternatives, communicationmedia, message content

3. Situational factors


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Involvement theory and mediaInvolvement theory and media

strategy.strategy.

Right brain people passively process and store the

information which they get through television.

But low involvement in this because they have to

repeatedly watch information to process theinformation

Left side brain process the information through

print media (news paper and magazines) and

interactive media (internet)


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Central and peripheral routes toCentral and peripheral routes to

persuasion.persuasion.

The major premise of this theory is thatconsumers are more likely to carefully evaluatethe merits and weaknesses of a product whenthe purchase is of high relevance to them

The likelihood is great that consumers willengage in very limited information search andevaluation when the purchase holds littlerelevance or importance for them.

Thus the high involvement purchases, thecentral route to persuasion which requires

considered thought and cognitive processing.

For low involvement purchases, the peripheralroute to persuasion is likely to be more effective.


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The Elaboration likelihood modelThe Elaboration likelihood model

This model suggests that a persons level ofinvolvement during message processing is acritical factor in determining which route to

persuasion is likely to be effective.When involvement is high, consumer follow the

central route and base their choice on themessage

When involvement is low, they follow theperipheral route and rely more heavily on othermessage elements (like spokesperson,background music ) to make product choice.


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Measures of consumer learningMeasures of consumer learning

Various measures are :

1. Recognition and recall measures

2. Cognitive measures3. Attitudinal and behavioural measures of

brand loyality.


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Recognition and recall measures:

Recognition and recall tests are conductedto determine whether consumer rememberseeing ad, the extent to which they see it,and recall its content, their resulting

attitude towards the product and brandand their purchasing intension.

Cognitive measures:

Here they check the consumers opportunityand ability to process the information andthe consumer motivation.


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Attitudinal and behavioural measures:

Attitudinal measures are concerned withconsumers overall feelings about the

product and the brand and their purchase

intentions.

Behavioral measures are based on

observable responses to promotional

stimuli repeat purchase behavior rather

than attitude towards the product or brand.

c. b m-4 learning

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