Consumer Learning Final

7/30/2019 Consumer Learning Final

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CONSUMERLEARNING


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Contents

Consumer Learning Elements of Consumer Learning

Behavior learning Theory

CLASSICAL CONDITIONING

INSTRUMENTAL CONDITIONING

MODELING OR OBSERVATIONAL

LEARNING

Cognitive Learning Theory

INFORMATION PROCESSING


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Consumer Learning

Consumer Learning Is theprocess by whichindividuals acquire the purchase andconsumption knowledgeand experience that

they apply to future related behavior.

The term Learning encompasses the total rangeof learning, from simple, almost reflexive

response to the learning of abstracts conceptsand complex problem solving.

Much Learning isIntentionalbut a great deal of

learning is alsoIncidental.


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Elements of Consumer Learning

MotivationMotivation is based on needs and goals which acts

as a spur to learning. The degree of involvement

determines the consumers level of motivation.

Cues

Cues are the stimuli that give direction to these

motives. Cues serve to direct consumer drives

when they are consistent with consumer

expectations.


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Elements of Consumer

Learning..conti.

ResponseHow individual react to drive or cue how they

behave constitute their response.

Reinforcement

Reinforcement increases the likelihood that aspecific response will occur in the future as

the result of particular cues or stimuli.


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Behavior learning Theory

Also called Stimulus ResponseTheory based on the premise that

observable responses to specific

external stimuli signal that learningtakes place.

Two Behavior theories :

Classical Conditioning

Instrumental Conditioning


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Classical Conditioning

Classical conditioning theorist regardedall organisms (both animal and human)

as relatively passive entities that could

be taught certain behaviors throughrepetition (or conditioning).

Russian psychologist Ivan Pavlov,demonstrated conditioned learning in

his studies with dogs.


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Unconditional Stimulus

Meat Paste

Conditioned Response

Unconditioned ResponseSalivation

Conditioned StimulusBell

Conditioned Stimulus

Bell

After Repeated Pairings:


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Strategic Application of Classical

Conditioning

Repetition

Increases the strength of the associations

between a conditioned stimulus and anunconditioned stimulus and slows theprocess of forgetting.

Stimulus Generalization

Making the same response to slightly

different stimuli.


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Stimulus Discrimination:

Opposite of stimulus generalization and

result in the selection of a specificstimulus from among similar stimuli.


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A Model of Instrumental Conditioning

Stimulus

Situation(Need good

Looking jeans)

Try

Brand A

TryBrand B

TryBrand C

TryBrand D

RewardPerfect fit

UnrewardedBaggy in Seat

UnrewardedTight in seat

Unrewarded

Legs too loose


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Reinforcement of behavior

Positive Reinforcement

Negative Reinforcement

Instrumental Conditioning


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Modeling or Observational

Learning

Modeling is the process through whichindividuals learn behavior by observing the

behavior of others and the consequences ofsuch behavior.

Consumer often observe how others behavein response to certain situations (Stimuli) andthe ensuring results (reinforcement) thatoccur, and they imitate (Model) behavior

when faced with similar situations.


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Cognitive Learning Theory

Learning based on mental activity is called

Cognitive Learning.

It holds that the kind of learning most

characteristic of human being is problem

solving, which enables individuals to gainsome control over their environment.


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Information Processing

Information Processing is related to both

the consumers cognitive ability and the

complexity of the information to be

processed.

Consumer process product information by

attributes, brands, comparisons between

brands, or a combination of these factors.


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Information Processing.

Conti.

Structure of Memory:

Sensory Store

Short - Term Store

Long Term Store Rehearsal and Encoding


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Measures of Consumer

learning: Recognition and Recall Measures

Cognitive Measures

Attitudinal & Behavioral Measures ofBrand Loyalty


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Recognition and Recall Measures:

Recognition & Recall tests areconducted to determine:

Whether consumers remember seeing an

ad The extent to whish they have read it or

seen it or hear it

Can recall its content Their resulting attitude toward the productand the brand

Their purchase intentions


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Recognition tests are based on aided recall.

The consumer is shown an ad and asked whetherhe or she remember seeing it and can rememberany of its salient points.

Recall tests are unaided recall.

The consumer is asked whether he or she has reada specific magazine or watched a specifictelevision show, and if so, can recall any ads orcommercial seen, the product advertised, the

brand, and any salient points about the product.


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Cognitive Measures

The degree to which consumersaccurately comprehend the intendedadvertising message.


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Cognitive Measures

Comprehension is a function of:

The message characteristic

The consumers opportunity and

ability to o process the information.

The consumers motivation.


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Cognitive Measures

Copy testing

- pre-testing- post-testing


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Conclusion

Consumer Learning Is the process by which

individuals acquire the purchase and

consumption knowledge and experience that

they apply to future related behavior.

Consumer Learning Final

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