The acquisition of
or skills through
or by being taught.
e a r n i n g
Learning refers to a more or less permanent
change in behavior which occurs as a result
Consumer learning is the process by which
individuals acquire the purchase and
consumption knowledge and experience they
apply to future related behaviour.
(Schiffman and Kanuk)
CONSUMERS LEARNING ACTIVITY
Stimuli and Cues
CLASSIFICATION OF LEARNING THEORIES
WHAT IS LEARNING?
A relatively permanent change in
behaviour that arises from practice
Mental change that may
or may not be associated
with changes in behaviour
TYPES OF BEHAVIORAL LEARNING
learning to link two
stimuli in a way that
helps us anticipate
an event to which
we have a reaction
choices in response
Proponent of classical
LEARNING TO MAKE AN INVOLUNTARY (REFLEX) RESPONSE
TO A STIMULUS OTHER THAN THE ORIGINAL, NATURAL
STIMULUS THAT NORMALLY PRODUCES THE REFLEX.
A Reflex is an
response that occur
under personal control
A STIMULUS can be defined
as any object, event or
experience that causes a
response, the reaction of an
PAVLOV AND THE SALIVATING DOGS
Pavlov discovered that his dogs began
salivating when they weren't supposed to be
salivating. Switching his focus, Pavlov spent
the rest of his career studying on what he
termed Classical Conditioning, learning to
elicit an involuntary reflex response to a
stimulus other than the original stimulus that
produces reflex.Elements of Classical
The original naturally occurring stimulus. This is
the stimulus that ordinarily leads to the reflex
response. In the case of Pavlov dogs, the food is
the unconditioned stimulus.
The reflex response to the unconditioned stimulus.
It is unlearned and occurs because of genetic
‘wiring’ in the nervous system. In Pavlov’s
experiment, the salivation to the food is the UCR.
Pavlov determined that almost any kind of
stimulus could become associated with UCS. The
sight of the food dish itself became a stimulus for
salivation before the food was given. At this point,
the dish was called NEUTRAL STIMULUS.
Comes as a response to the conditioned stimulus.
PUTTING IT TOGETHER
The kind of learning that applies to voluntary behavior
through the effects of pleasant and unpleasant
consequences or responses.
•The rat is learning to
press the bar in the wall
of the cage in order to get
B.F. SKINNER: THE BEHAVIORIST
• learning depends on
deviceBar or lever
first, later for
to provide the reward
COGNITIVE LEARNING THEORY
Learning is a
KEYPOINTS OF THIS THEORY
Thinking, memory, knowing, as well as
problem-solving need to be explored.
We can view knowledge as a schema
(symbolic mental construction).
Learning: change in a learner’s schemata.
People need active participation, that is how
we learn, and our actions are a consequence