learning & consumer behavior prabu doss. k [email protected]
TRANSCRIPT
Learning & Consumer Behavior
Prabu Doss. [email protected]
Introduction
• Learned connections between products and memories are a
potent way to build brand loyalty
• It is an ongoing process
• Relatively a permanent change in behavior caused by
experience
• Experience may even be by observing
The Learning Process
• Much of our learning happens intentionally (intentional
learning).
• We carefully search for information
• We learn even when we are not trying- recognizing ad jingles
• This casual and unintentional acquiring of knowledge is called
incidental learning
Behavioral Learning Theories
• Assume that learning takes place as the result of
responses to external events.
• View is represented by two major approaches to learning:
– 1) Classical Conditioning
– 2) Instrumental Conditioning
• People’s experiences shaped by feedback they receive as
they go through life
• Actions result in rewards and punishments, which
influences future responses to similar situations.
Classical Conditioning
• Unconditioned stimulus (UCS) – Naturally capable of
causing a response. (meat powder)
• Conditioned stimulus (CS) – Does not initially cause a
response (bell)
• Conditioned response (CR) – Response generated by
repeated paired exposures to UCS and CS (drooling).
Eventually, through learned association and repetition, the
CS will cause the CR.
Classical Conditioning
• Stimulus generalization:
– Tendency of a stimulus similar to a CS to evoke similar,
conditioned responses (imitations can dampen the original
brand)
• Masked branding: Deliberately hiding a product’s true origin
• Stimulus discrimination:
– Occurs when a UCS does not follow a stimulus similar to a
CS.
Lexus uses Masked Branding
Application of Stimulus generation
• Applications of Stimulus Generalization:
– Family branding
– Product line extensions
– Look-alike packaging
• Applications of Stimulus Discrimination:
– Consumers learn to differentiate a brand from its competitors
– Unique attributes of the brand
Instrumental Conditioning
• Occurs as the individual learns to perform behaviors that produce
positive outcomes and avoid behaviors that yield negative outcomes
• Also called “Operant Conditioning”
• Occurs one of the two ways:
– Positive reinforcement
– Negative reinforcement
• Extinction: When a positive outcome is no longer received, the
learned stimulus-response connection will not be maintained.
Examples for positive & negative reinforcement
Applications of instrumental conditioning
• Reinforcement of Consumption:
– Thank you
– Rebates
– Follow-up phone calls
• Frequency Marketing:
– Reinforces regular purchases by giving them rewards with
values that increase along with the amount purchased
• Frequent flyer miles
Cognitive Learning theory
• Stresses on the importance of internal mental process
• People are problem solvers, who actively use information
Observational Learning
• Occurs when people watch the actions of others and note
reinforcements received for their behaviors
• Learning occurs as a result of vicarious, rather than direct,
experience.
• This is also called as Modeling or vicarious learning
http://www.utexas.edu/features/archive/2003/media.html
Information Processing
• Very complex in nature, information's are kept temporarily
in sequential storehouses before any further action takes
place
– Sensory store/sensory memory
– Short-term store (working memory)
– Long-term store