Consumer Learning It is the cognitive process of acquiring skill and knowledge; learning is the acquisition and development of memories & behaviors, including.

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Presentation transcript:

Consumer Learning It is the cognitive process of acquiring skill and knowledge; learning is the acquisition and development of memories & behaviors, including skills, knowledge, understanding, values, and wisdom.

Importance of Learning Marketers must teach consumers: where to buy by whom and for whom the purchase is to be done how to use, feel and perceive the product how to maintain the product how to dispose of products

Learning Processes Intentional Learning acquired as a result of a careful search for information. Incidental Learning acquired by accident or without much effort.

Elements of Learning Theories 1.Motivation/ derive which is a strong internal stimulus arising from one’s need or goal. 2.Cues – motive serve to stimulate learning cules are stimulus that give direction to motive 3.Response – how individual reacts to drive or clue 4.Reinforcement A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.

Learning Theories Behavioural Theories Theories based on the premise that learning takes place as a result of observable responses to external stimuli. Also known as stimulus response theory. Cognitive Theories A theory of learning based on mental information processing, often in response to problem solving.

Conditioning A behavioural learning theory, according to which a stimulus is paired with another stimulus that elicits a known response which serves to produce the same response when used alone.

3 concepts are derived from classical conditioning 1.Repetition 2.Stimulus generalization 3.Stimulus discrimination

Operant Conditioning A behavioural theory of learning based on trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviours.

Reinforcement Positive Reinforcement Positive outcomes that strengthen the likelihood of a specific response Example:Ad showing beautiful hair as a reinforcement to buy shampoo Negative Reinforcement Unpleasant or negative outcomes that serve to encourage a specific behaviour Example:Ad showing wrinkled skin as reinforcement to buy skin cream

Application of Instrumental conditioning Customer satisfaction Relationship marketing

Cognitive Learning A theory of learning based on mental information processing, often in response to problem solving

Information Processing Relates to cognitive ability and the comple- xity of the information. Individuals differ in imagery- their ability to form mental images, which influences recall.

Information Processing Movement from short‐term to long‐term storage depends on: Rehearsal—cognitive practice Encoding— memory’s associations or the way information is stored.

Involvement Theory

Measures of Consumer Learning