The Process of Learning

8/9/2019 The Process of Learning

1/15

The Process of LearningThe Process of LearningAnd consumer behaviourAnd consumer behaviour


2/15

What is learningWhat is learning

It is relatively permanent change inIt is relatively permanent change inbehaviour.behaviour.

Learning in consumer behaviour is veryLearning in consumer behaviour is veryimportant.important.

It is an ongoing process by which theIt is an ongoing process by which theconsumers get the knowledge aboutconsumers get the knowledge about

purchase and consumption of a productpurchase and consumption of a productand use the experience one time buyingand use the experience one time buyingfor future buying.for future buying.


3/15

Theories of LearningTheories of Learning

Classical Conditioning TheoryClassical Conditioning Theory

Operant conditioningOperant conditioning

Cognitive Learning/ Vicarious learning.Cognitive Learning/ Vicarious learning.


4/15

Classical ConditioningClassical Conditioning

US = URUS = UR

US + NS = URUS + NS = UR NS=CSNS=CS

CS = CRCS = CR


5/15

Classical Conditioning in CBClassical Conditioning in CB

When certain things are associated for aWhen certain things are associated for along time it gets embedded in consumerlong time it gets embedded in consumermemory, as a result if one of them ismemory, as a result if one of them is

brought in front of the consumer,brought in front of the consumer,consumer anticipates and expects theconsumer anticipates and expects thehappening of the other.happening of the other.

for e.g. Associating cricket with Pepsi cola.for e.g. Associating cricket with Pepsi cola.Classical conditioning is typically used in theClassical conditioning is typically used in thelow involvement product situationslow involvement product situations


6/15

Classical Conditioning in CB,Classical Conditioning in CB,

contd.contd. Classical conditioning can also be usefulClassical conditioning can also be useful

for highfor high--involvement situations, such asinvolvement situations, such asthe purchases of the athletic shoes by thethe purchases of the athletic shoes by the

teenagers.teenagers. Marketers of NIKE and ADIDAS are wellMarketers of NIKE and ADIDAS are well

aware that the presence of the superstarsaware that the presence of the superstars

in their commercials can condition positivein their commercials can condition positiveeffect on their products and can lead toeffect on their products and can lead toincreased sales.increased sales.


7/15

Three concepts in classicalThree concepts in classical

conditioningconditioning RepetitionRepetition-- It requires high amount of repetition.It requires high amount of repetition.

Stimulus GeneralizationStimulus Generalization-- stimulus generalizationstimulus generalization

leads to broad based learning thus marketersleads to broad based learning thus marketers

can create product with similar attributes tocan create product with similar attributes to

generate the similar response.generate the similar response.

Stimulus DiscriminationStimulus Discrimination--When there is anWhen there is an

abundance of the products with the similarabundance of the products with the similarnature it is only essential for the marketers tonature it is only essential for the marketers to

create stimulus discrimination.create stimulus discrimination.


8/15

Operant conditioningOperant conditioning

B.F skinner gave the concept stating thatB.F skinner gave the concept stating thatoccurrence of a behaviour is dependent upon itsoccurrence of a behaviour is dependent upon itsconsequences.consequences.

Operant conditioning are made deliberately toOperant conditioning are made deliberately toachieve the goal. For e.g. give bird the foodachieve the goal. For e.g. give bird the foodwhen she sings.when she sings.

These deliberate actions are learned over theThese deliberate actions are learned over the

time and can be taught over the time and thustime and can be taught over the time and thusmarketers can shape up the behavior of themarketers can shape up the behavior of theconsumers.consumers.


9/15

ReinforcementReinforcement

Positive ReinforcementPositive Reinforcement

Negative ReinforcementNegative Reinforcement


10/15

Operant ConditioningOperant Conditioning


11/15

Negative ReinforcementNegative Reinforcement

Headache (aversive stimulus)Headache (aversive stimulus)

Aspirin (behavior)Aspirin (behavior) ------> Headache> Headachecessationcessation

--------> Likely to consume> Likely to consume

aspirin during futureaspirin during future

headachesheadaches


12/15

Schedules of reinforcementSchedules of reinforcement

FixedFixed--intervalinterval-- There is a fixed time gapThere is a fixed time gapbetween the response and reward.between the response and reward.

VariableVariable-- IntervalInterval-- reinforcement isreinforcement isdelivered at intervals varying at length.delivered at intervals varying at length.

FixedFixed-- ratioratio-- reinforcement can be givenreinforcement can be givenat fixed ratio.at fixed ratio.

Variable ratioVariable ratio reinforcementreinforcement--reinforcement is given at variable ratio.reinforcement is given at variable ratio.


13/15

Cognitive theories of LearningCognitive theories of Learning

Cognitive theories suggest that human learning is notCognitive theories suggest that human learning is notsolely based on the stimulus and reinforcement.solely based on the stimulus and reinforcement.

But learning is a intellectual activity, whereby theBut learning is a intellectual activity, whereby theconsumers continuously restructure their cognitionsconsumers continuously restructure their cognitions

about a specific problem and product.about a specific problem and product.

Cognitive theory holds that learning is not simply basedCognitive theory holds that learning is not simply basedon the repetitive trails but is complex mental processing,on the repetitive trails but is complex mental processing,its basic building blocks are:its basic building blocks are:--

1.1. Information processingInformation processing2.2. MemoryMemory


14/15

Cognitive theoryCognitive theory

Information processing:Information processing:-- informationinformation

processing on the basis of attribute brandsprocessing on the basis of attribute brands

comparison of brands etc.comparison of brands etc.

Memory:Memory:-- memory how the consumermemory how the consumer

stores and retrieves the information.stores and retrieves the information.

STM+ rehearsal = LTMSTM+ rehearsal = LTM

STMdecaySTMdecay


15/15

Social LearningSocial Learning

People learn by watching other peoplesPeople learn by watching other peoples

actions.actions.

This type of learning is used when inThis type of learning is used when inmovies actors are shown using particularmovies actors are shown using particular

product.product.

The Process of Learning

Documents