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CONSUMER BEHAVIOR UNIT 7: 
LEARNING 
Mrs.Shubhangi Dharma
CONSUMER LEARNING 
• Learning – simple to complex 
• Elements of learning: 
1) Motivation 
2) Cues 
3) Response 
4) Reinfo...
ELEMENTS OF LEARNING 
• Motivation – based on needs and goals 
• Degree of involvement = Level of motivation 
• Cues: 
Cu...
ELEMENTS OF LEARNING 
• Response – Individual’s reaction 
Response is not tied to need 
It depends on previous learning ...
CLASSICAL CONDITIONING 
• Behavior can be taught 
• Repetition of stimuli and outcome 
• Evan Pavlov – Russian psychologis...
MARKETING SITUATION 
• Unconditioned stimulus – Brand Symbol 
• Conditioned stimulus – Conditioned 
response 
• Examples –...
LEARNING – COGNITIVE LEARNING 
• Cognitive Theory 
• Cognitive Associative learning 
• Optimal Conditioning – creation of ...
• Application – 
• Repetition – 
Increases strength of association 
Conditioned stimulus & unconditioned stimulus 
• Sti...
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Consumer behavior unit 7

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Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:Consumer Behavior
Lesson :Consumer Learning

Faculty Name: Subhangi Ma'am

Published in: Education
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Consumer behavior unit 7

  1. 1. CONSUMER BEHAVIOR UNIT 7: LEARNING Mrs.Shubhangi Dharma
  2. 2. CONSUMER LEARNING • Learning – simple to complex • Elements of learning: 1) Motivation 2) Cues 3) Response 4) Reinforcement
  3. 3. ELEMENTS OF LEARNING • Motivation – based on needs and goals • Degree of involvement = Level of motivation • Cues: Cues are stimuli They give direction to these motives Advertising is stimulus Marketing strategies are cues Cues serve to direct the consumer’s drives Cues shouldn’t upset expectations
  4. 4. ELEMENTS OF LEARNING • Response – Individual’s reaction Response is not tied to need It depends on previous learning • Reinforcement – Increases likelihood of specific response Stimulus response theory Observable response to specific external stimuli Predictable behavior to known stimuli = learning
  5. 5. CLASSICAL CONDITIONING • Behavior can be taught • Repetition of stimuli and outcome • Evan Pavlov – Russian psychologist • General model of the learning process • Conditioned learning • Stimulus is paired with another stimulus • Elicits known response
  6. 6. MARKETING SITUATION • Unconditioned stimulus – Brand Symbol • Conditioned stimulus – Conditioned response • Examples – • Unconditioned stimuli: Brand – Pizza Hut which is known for its standard, taste and hygiene • Conditioned stimuli – known brand • Conditioned Behavior – frequent visit
  7. 7. LEARNING – COGNITIVE LEARNING • Cognitive Theory • Cognitive Associative learning • Optimal Conditioning – creation of strong a association • Neo Pavlovian Theory • Consumer – Information seeker • Logical & Perceptual relations • Events & his own perception
  8. 8. • Application – • Repetition – Increases strength of association Conditioned stimulus & unconditioned stimulus • Stimulus generalization – Making the same stimuli

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