This are helping for yours

1. Consumer learning
Presented By:
Ramesh Sahu

2. Consumer learning
•As the process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior.
Prism school of Business & entrepreneourship 2

3. Elements of Learning Theories
•Motivation
•Cues
•Response
•Reinforcement
Prism school of Business & entrepreneourship 3

4. Learning Theories
• Behavioral Theories: Theories based on the basis that
learning takes place as the 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.

5. Behavioral Learning Theories
•Classical Conditioning
•Instrumental Conditioning
•Modeling or Observational Learning
Prism school of Business & entrepreneourship 5

6. Unconditioned Stimulus
Dinner aroma
Conditioned Stimulus
9 o’clock news
Unconditioned Response
Salivation
Conditioned Stimulus
9 o’clock news
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
Analogous Model of Classical Conditioning
Classical Conditioning : Conti…
Prism school of Business & entrepreneourship 6

7. Strategic Applications of Classical
Conditioning
• Repetition
• Stimulus Generalization
• Stimulus Discrimination
Prism school of Business & entrepreneourship 7

8. A Model of Instrumental Conditioning
Stimulus
Situation
(Need good-
looking jeans)
Try
Brand D
Try
Brand C
Try
Brand B
Try
Brand A
Unrewarded
Legs too tight
Unrewarded
Tight in seat
Unrewarded
Baggy in seat
Reward
Perfect fit
Repeat Behavior
Prism school of Business & entrepreneourship 8

9. Reinforcement
• Positive Reinforcement
• Negative Reinforcement
Prism school of Business & entrepreneourship 9

10. Model or observational learning
•Cognitive learning theory
•Information processing
•Involvement Theory
Prism school of Business & entrepreneourship 10

11. Information Processing and Memory Stores
Sensory
Store
Working
Memory
(Short-
term
Store)
Long-
term
Store
Sensory
Input Rehearsal Encoding Retrieval
Forgotten
:
lost
Forgotten
lost
Forgotten
unavailable
Prism school of Business & entrepreneourship 11

12. A theory of consumer learning which postulates that
consumers engage in a range of information processing
activity from extensive to limited problem solving, depending
on the relevance of the purchase.
Involvement Theory
Prism school of Business & entrepreneourship 12

13. Issues in Involvement Theory
• Involvement Theory and Media Strategy
• Involvement Theory and Consumer Relevance
• Central and Peripheral Routes to Persuasion
Prism school of Business & entrepreneourship 13

14. A theory that suggests that a person’s level of
involvement during message processing is a
critical factor in determining which route to
persuasion is likely to be effective.
Elaboration Likelihood Model
(ELM)
Prism school of Business & entrepreneourship 14

15. The Elaboration Likelihood Model
Involvement
Central Route Peripheral Route
Peripheral
Cues
Influence
Attitudes
Message
Arguments
Influence
Attitudes
HIGH LOW
Prism school of Business & entrepreneourship 15

16. Phases of Brand Loyalty
• Cognitive
• Affective
• Conative
• Action
Prism school of Business & entrepreneourship 16

17. A function of relative attitude and patronage
behavior
Latent
Loyalty
No
Loyalty
Spurious
Loyalty
Loyalty
Low
High
High Low
Repeat Patronage
Relative
Attitude
Prism school of Business & entrepreneourship 17

18. Thank you…..
Prism school of Business & entrepreneourship 18