consumer learning-2

8/7/2019 CONSUMER LEARNING-2

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CONSUMER LEARNING

SUBMITTED BY:Soumyo Nath Banerjee

Sourin Mukherjee

Sumana DuttaSushavan Banerjee


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WHAT IS CONSUMER LEARNING&ITS NECESSITY..

Consumer learning is concerned with acquiringthe skills, attitudes, knowledge andunderstanding that will enable individuals in a

consumer society to make full use of the rangeof consumer opportunities present in a complexmarketplace.

In consumer-driven societies it has becomeessential to promote consumer competence andconsumer learning particularly among youngpeople who are the consumers of tomorrow.


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4 Elements of learning

Motives

Motives arouse individuals and as a result they respond. By achieving the goal ,the arousal reduces ,the products are their to

satisfy the need. This result that consumer will learn a connection b/w the product

and motive .

Cues Capable of providing direction i.e. it influences the manner in

which, to respond to motive.e.g. hungry man is guided by restaurantsigns or aroma of food.

Response Mental or physical activity in reaction to a stimulus.

Reinforcement Anything that follows the response and increase the tendency of

response to reoccur in a similar situation.


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Conditioning

Based onconditioning

through

association orreinforcement

Thinking

Intellectualevaluationcomparing

attributeswith values

ConditioningThinking

How Consumers Learn

Modeling

Based onemulation

(copying) of

respectedexamples


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CONSUMER KNOWLEDGE,

LEARNING, AND UNDERSTANDING

Learning--what is it?

Operant conditioning

Classical conditioning

Brand loyalty

Perception

Characteristics of the senses

Accuracy

Ability to detect change

Attention

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Most useful for

vicarious learning

One form of

learning...


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Behavioral learning theory

Based on the fact thatlearning occurs through theconnection b/w an externalstimuli and response (S-R).


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Behavioral learning theory.

Two approaches of the theory

1. Classical conditioning

2. Operant conditioningSays that learning is an associative process with analready existing relationship b/w a stimuli andresponse. e.g. offood and salivation that is not

taught rather it already exists. or we can say food isunconditional stimuli and so as unconditionalresponse salivation.


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Increase or decrease inprobability of repeatbehavior (purchase)

Instrumental Conditioning Process

Positive or negativeconsequences occur

(reward or punishment)

Behavior

(consumer uses

product or service)


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Classical Conditioning Process

Conditioned

Stimulus (bell,Lipton Tea ,Brita water

filtration pitcher)

Association develops throughcontiguity and repetition

Unconditionedstimulus

(Food, family events,waterfall)

Unconditionedresponse(salivation,

fun& enjoyment,

purity ,freshness)

Conditionedresponse(salivation,

fun& enjoyment,purity ,freshness)


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COGNITIVE THEORY

BASED ON MENTAL ACTIVITY

PROBLEM SOLVING INVOLVES COMPLEX MENTAL PROCESSING

OF INFORMATION


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INFORMATION PROCESSING

INFORMATION IS PROCESSED ,STORED,RETRIEVED.

ABILITY TO FORM MENTAL IMAGES.


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STEPS OF INFORMATIONPROCESSING

SENSORY STORE

SHORT TERM STORE

LONG TERM STORE REHEARSALAND ENCODING


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STEPS OF INFORMATIONPROCESSING

SENSORY

INPUT REHEARSAL

ENCODING

RETRIEVAL


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INVOLVEMENT THEORY

HEMISPHERAL THEORY

LOWAND HIGH INVOLVEMENT LEARNING

INVOLVEMENT TH

EORYA

ND CONSUMERRELEVANCE


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Apositive or negative outcomethat influences the likelihood

that a specific behavior will berepeated in the future in

response to a particular cue or

stimulus.

REINFORCEMENT


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REINFORCEMENT

PositiveReinforcement:Positive outcomes

that strengthen thelikelihood of aspecific response

Example: Ad

showing beautifulhair as areinforcement tobuy shampoo

NegativeReinforcement:Unpleasant or

negative outcomesthat serve toencourage a specificbehavior

Example:A

d showingwrinkled (smooth)skin as reinforcementto buy skin cream


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Schedules of Reinforcement

Fixed interval

Fixed ratio

Variable ratio


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Observational Learning(Model)

A process by which individuals observe

how others behave in response to certain

stimuli and reinforcements.


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Processes of Observational Learning

Attention

Retention

Production Motivation


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Measures of Consumer Learning

Recognition and Recall

Measures Cognitive Responses toAdvertising

Attitudinal and BehavioralMeasures of Brand Loyalty


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THANK YOU

consumer learning-2

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