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    Consumer Learning

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    Shubham Jain
    Consumer learning involves how individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are four elements of consumer learning: motivation, cues, response, and reinforcement. Motivation drives consumer action, cues provide direction for motives, responses are consumer reactions, and reinforcement increases the likelihood of future responses. Behavioral learning includes classical and operant conditioning, where behaviors become associated with stimuli or consequences. Marketers can strategically apply these concepts through repetition, generalization, differentiation, and reinforcement schedules to influence consumer behavior.

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    Consumer Learning

    Uploaded by

    Shubham Jain
    318 views24 pages
    Consumer learning involves how individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are four elements of consumer learning: motivation, cues, response, and reinforcement. Motivation drives consumer action, cues provide direction for motives, responses are consumer reactions, and reinforcement increases the likelihood of future responses. Behavioral learning includes classical and operant conditioning, where behaviors become associated with stimuli or consequences. Marketers can strategically apply these concepts through repetition, generalization, differentiation, and reinforcement schedules to influence consumer behavior.

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    Consumer learning involves how individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are four elements of consumer learning: motivation, cues, response, and reinforcement. Motivation drives consumer action, cues provide direction for motives, responses are consumer reactions, and reinforcement increases the likelihood of future responses. Behavioral learning includes classical and operant conditioning, where behaviors become associated with stimuli or consequences. Marketers can strategically apply these concepts through repetition, generalization, differentiation, and reinforcement schedules to influence consumer behavior.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    318 views24 pages

    Consumer Learning

    Uploaded by

    Shubham Jain
    Consumer learning involves how individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are four elements of consumer learning: motivation, cues, response, and reinforcement. Motivation drives consumer action, cues provide direction for motives, responses are consumer reactions, and reinforcement increases the likelihood of future responses. Behavioral learning includes classical and operant conditioning, where behaviors become associated with stimuli or consequences. Marketers can strategically apply these concepts through repetition, generalization, differentiation, and reinforcement schedules to influence consumer behavior.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 24

    CONSUMER LEARNING

    Presented By: Varun Aggarwal

    The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Marketers must teach consumers: where to buy how to use how to maintain

    What is CONSUMER LEARNING??

    Elements Of Consumer Learning


    Motivation Cues Response Reinforcement

    MOTIVATION
    It is the driving force within an individual that triggers action and uncovering these consumer motives is the prime tasks of marketers, who then convince the consumers regarding how their product will fulfill the consumers needs.

    CUES
    Cues are the stimuli that gives direction to consumer motives, serve to direct consumer drives when they are consistent with consumer expectations. For e.g.-in a market place cues can be styling, packaging, advertising, store displays etc.

    RESPONSE
    Response constitutes an individuals reaction to a drive or cue. Learning can occur even when responses are not overt.

    REINFORCEMENT
    Reinforcement increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

    BEHAVIORAL LEARNING
    Behavioral learning is also referred to as STIMULUS-RESPONSE learning because it is based on the premise that observable responses to specific external stimuli signal that learning has taken place. Two forms of behavioral learning are: 1. CLASSICAL CONDITIONING 2. INSTRUMENTAL OR OPERANT CONDITIONING

    CLASSICAL CONDITIONING
    Given by IVAN. P. PAVLOV Classical conditioning is modifying behavior so that a conditioned stimulus is paired with an unconditioned stimulus which elicits an unconditioned behavior It is a type of conditioning in which an individual responds to same stimulus that would not ordinarily produce such response.

    COGNITIVE ASSOCIATIVE LEARNING

    STRATEGIC APPLICATION OF CLASSICAL CONDITIONING


    Repetition Stimulus generalization Stimulus discrimination
    Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wear out is a problem

    STRATEGIC APPLICATION OF CLASSICAL CONDITIONING


    Repetition Stimulus generalization Stimulus discrimination Having the same response to slightly different stimuli Helps me-too products to succeed Useful in product extensions

    STRATEGIC APPLICATION OF CLASSICAL CONDITIONING


    Product line, Product Form & Category Extensions are the strategy used by marketer which is based on stimulus generalization. Family Branding is another strategy that capitalizes on the consumers ability to generalize favourable brand associations from one product to another. Licensing it is allowing a well known brand name to be affixed to products of another manufacturer is a marketing strategy that separates on the principle of stimulus generalization.

    STRATEGIC APPLICATION OF CLASSICAL CONDITIONING


    Repetition Stimulus generalization Stimulus discrimination Selection of a specific stimulus from similar stimuli This discrimination is the basis of positioning which looks for unique ways to fill needs

    STRATEGIC APPLICATION OF CLASSICAL CONDITIONING


    Positioning it is the image or position that a product or service holds in the minds of the consumer. Product Differentiation Product differentiation strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful & valuable to consumers.

    INSTRUMENTAL CONDITIONING
    Also called as OPERANT CONDITIONING B. F. SKINNER The form of learning in which people associate the CONSEQUENCES of their actions with the actions themselves.

    Behavior with POSITIVE consequences are LEARNED. Behavior with NEGATIVE consequences tend to be ELIMINATED.

    1. POSITIVE REINFORCEMENT: Processes by which people learn to perform behaviors that lead to presentation of desired outcomes i.e. consequences increase or maintain the probability of future behavior.
    2.NEGATIVE REINFORCEMENT: Process by which person learns to perform acts that lead to removal of undesired events i.e. it occurs when removal or avoidance of a consequence increases or maintains frequency or future probability of behavior.

    3. PUNISHMENT: occurs when a consequence decreases frequency of future probability of behaviors i.e. Decreasing undesirable behavior by following it with undesirable consequences.

    4. Extinction & Forgetting


    when a learned response is no longer reinforced it diminishes to the point of extinction This is a result of dissatisfaction from service/product. Forgetting is related to time log. If a particular behavior is not reinforced for long because of some Reason (not dissatisfaction)

    STRATEGIC APPLICATION OF OPERANT CONDITIONING


    1. CUSTOMER SATISFACTION: The objective of all marketing efforts should be to maximize customer satisfaction. Marketers must provide the best possible product for the money and avoid raising consumer expectations for product performance beyond what the product can deliver

    2. REINFORCEMENT SCHEDULES: Rules governing the


    timing and frequency of the administration of reinforcement. Product quality must be consistently high and provide satisfaction to the customer with each use for desired consumer behavior to continue.
    3. SHAPING: Reinforcement performed before the desired consumer behavior actually takes place is called SHAPING

    OBSERVATIONAL LEARNING
    A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning.

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