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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
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