SlideShare a Scribd company logo
Chapter 7 Consumer Learning
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
Learning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Learning Theories ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object],[object Object]
weblink
Elements of  Learning Theories ,[object Object],[object Object],[object Object],[object Object]
Behavioral Learning Theories ,[object Object],[object Object],[object Object]
Classical Conditioning A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
Models of Classical Conditioning Figure 7-2a
Figure 7-2b
We now associate this product with strength.
Strategic Applications of Classical Conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basic Concepts
Strategic Applications of Classical Conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basic Concepts
Discussion Question Stimulus Generalization ,[object Object],[object Object],[object Object],weblink
Strategic Applications of Classical Conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object],Basic Concepts
Instrumental (Operant) Conditioning A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
Types of Reinforcement ,[object Object],[object Object],[object Object],[object Object]
A Model of Instrumental Conditioning Figure 7-10
Instrumental Conditioning and Marketing ,[object Object],[object Object],[object Object],[object Object]
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.
The consumer observes a positive response by two teens.
Cognitive Learning Theory Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
Information Processing ,[object Object],[object Object]
Information Processing and Memory Stores -  Figure 7.14
Information Processing ,[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object]
Retention ,[object Object],[object Object],[object Object],[object Object]
Table 7.1  Models of Cognitive Learning Attention Cognitive Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation Affective Evaluation Interest Evaluation Persuasion Knowledge Awareness Awareness Knowledge Interest Desire Sequential Stages  of Processing Innovation Adoption Model Decision-Making Model Tricompetent Model Innovation Decision Process Promotional Model
Issues in Involvement Theory ,[object Object],[object Object],[object Object]
Consumer Relevance ,[object Object],[object Object],[object Object],[object Object]
Central and Peripheral Routes  to Persuasion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Peripheral route to persuasion
Measures of Consumer Learning ,[object Object],[object Object],[object Object],[object Object]
Brand Loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Harley-Davidson Has Strong Brand Loyalty  weblink
Brand Equity ,[object Object],[object Object],[object Object],[object Object]

More Related Content

What's hot

Chapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer BehaviorChapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer Behavior
Avinash Kumar
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behavior
Vijayalaxmi Jena
 
Personality and self concept- Studying Consumer Behaviour
Personality and self concept- Studying Consumer Behaviour Personality and self concept- Studying Consumer Behaviour
Personality and self concept- Studying Consumer Behaviour
Nupur Agarwal
 
Consumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviourConsumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviour
Arun Gupta
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
Farman Zakhilwal
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
Abhipsha Mishra
 
Self Concept - Consumer Behavior
Self Concept - Consumer BehaviorSelf Concept - Consumer Behavior
Self Concept - Consumer Behavior
Rohan Telang
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer Behavior
Avinash Kumar
 
Consumer learning, memory and involvement
Consumer learning, memory and involvementConsumer learning, memory and involvement
Consumer learning, memory and involvement
s_nsanjibju
 
Influence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviourInfluence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviour
prabaharan b
 
Communication and Consumer Behavior
Communication and Consumer BehaviorCommunication and Consumer Behavior
Communication and Consumer Behavior
Nishant Agrawal
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
Abhipsha Mishra
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer Motivation
Avinash Kumar
 
Perception
PerceptionPerception
Perception
Prafulla Tekriwal
 
Chapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And ChangeChapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And Change
Avinash Kumar
 
Consumer Perception
Consumer PerceptionConsumer Perception
Consumer Perception
Balachandar Kaliappan
 
Consumer imagery in consumer behavior
Consumer imagery in consumer  behaviorConsumer imagery in consumer  behavior
Consumer imagery in consumer behavior
FizzaTariq4
 
Motives in consumer behaviour
Motives in consumer behaviourMotives in consumer behaviour
Motives in consumer behaviour
Dipankar Dutta
 
Nicosia model of consumer behaviour
Nicosia model of consumer behaviourNicosia model of consumer behaviour
Nicosia model of consumer behaviour
Anju Mariyams
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
RANJITH MATHEW
 

What's hot (20)

Chapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer BehaviorChapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer Behavior
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behavior
 
Personality and self concept- Studying Consumer Behaviour
Personality and self concept- Studying Consumer Behaviour Personality and self concept- Studying Consumer Behaviour
Personality and self concept- Studying Consumer Behaviour
 
Consumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviourConsumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviour
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
 
Self Concept - Consumer Behavior
Self Concept - Consumer BehaviorSelf Concept - Consumer Behavior
Self Concept - Consumer Behavior
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer Behavior
 
Consumer learning, memory and involvement
Consumer learning, memory and involvementConsumer learning, memory and involvement
Consumer learning, memory and involvement
 
Influence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviourInfluence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviour
 
Communication and Consumer Behavior
Communication and Consumer BehaviorCommunication and Consumer Behavior
Communication and Consumer Behavior
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer Motivation
 
Perception
PerceptionPerception
Perception
 
Chapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And ChangeChapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And Change
 
Consumer Perception
Consumer PerceptionConsumer Perception
Consumer Perception
 
Consumer imagery in consumer behavior
Consumer imagery in consumer  behaviorConsumer imagery in consumer  behavior
Consumer imagery in consumer behavior
 
Motives in consumer behaviour
Motives in consumer behaviourMotives in consumer behaviour
Motives in consumer behaviour
 
Nicosia model of consumer behaviour
Nicosia model of consumer behaviourNicosia model of consumer behaviour
Nicosia model of consumer behaviour
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
 

Viewers also liked

Chapter 8 Consumer Behavior
Chapter 8 Consumer Behavior Chapter 8 Consumer Behavior
Chapter 8 Consumer Behavior
Rumsha Mahmood
 
Consumer imagery
Consumer imageryConsumer imagery
Consumer imagery
Asnad Ashraf
 
Learning theories and their implications on educational technology
Learning theories  and their implications on educational technologyLearning theories  and their implications on educational technology
Learning theories and their implications on educational technology
RONNIE PASIGUI
 
Theories of personality
Theories of personalityTheories of personality
Theories of personality
jenne531
 
Theories of Learning
Theories of LearningTheories of Learning
Theories of Learning
santiniescolini
 
Personality theories
Personality theoriesPersonality theories
Personality theories
Zain Sukhera
 
1. theories of personality
1. theories of personality1. theories of personality
1. theories of personality
Vivie Chabie
 

Viewers also liked (7)

Chapter 8 Consumer Behavior
Chapter 8 Consumer Behavior Chapter 8 Consumer Behavior
Chapter 8 Consumer Behavior
 
Consumer imagery
Consumer imageryConsumer imagery
Consumer imagery
 
Learning theories and their implications on educational technology
Learning theories  and their implications on educational technologyLearning theories  and their implications on educational technology
Learning theories and their implications on educational technology
 
Theories of personality
Theories of personalityTheories of personality
Theories of personality
 
Theories of Learning
Theories of LearningTheories of Learning
Theories of Learning
 
Personality theories
Personality theoriesPersonality theories
Personality theories
 
1. theories of personality
1. theories of personality1. theories of personality
1. theories of personality
 

Similar to Chapter 7 Consumer Learning

Edited chapter5
Edited chapter5Edited chapter5
Edited chapter5
Celeste Lim
 
Module 4 consumer learning final
Module 4 consumer learning finalModule 4 consumer learning final
Module 4 consumer learning final
Sheelan Misra
 
Learning and memory
Learning and memoryLearning and memory
Learning and memory
eyad-gh
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning
Sonakshi Anbu
 
Learning Edited
Learning EditedLearning Edited
Learning Edited
GOEL'S WORLD
 
Cb ppt
Cb pptCb ppt
Cb ppt
Rika Asif
 
Ch. 7 CB.pdf
Ch. 7 CB.pdfCh. 7 CB.pdf
Ch. 7 CB.pdf
RishabhPanwar14
 
Consumer presentation finalized
Consumer presentation   finalizedConsumer presentation   finalized
Consumer presentation finalized
Rheginald Estonactoc
 
Consumer Behaviour
Consumer Behaviour   Consumer Behaviour
Consumer Behaviour
Vijayalakshmi Narayanan
 
Consumer Learning the meaning and types in consumer behaviour
Consumer Learning the meaning and types in consumer behaviourConsumer Learning the meaning and types in consumer behaviour
Consumer Learning the meaning and types in consumer behaviour
ManonmaniPalanichamy
 
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiiiConsumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
deepika975317
 
Consumer-Learning.ppt
Consumer-Learning.pptConsumer-Learning.ppt
Consumer-Learning.ppt
PSSidhu3
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
Ajay Mahto
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
Samina Islam
 
Learning, Memory and Retrieval
Learning, Memory and RetrievalLearning, Memory and Retrieval
Learning, Memory and Retrieval
Aqib Syed
 
Learning - Consumer Behavior
Learning - Consumer BehaviorLearning - Consumer Behavior
Learning - Consumer Behavior
VIRUPAKSHA GOUD
 
Mbag Learning 27.8.09
Mbag Learning 27.8.09Mbag Learning 27.8.09
Mbag Learning 27.8.09
GOEL'S WORLD
 
Session 4-Consumer as an Individual.ppt
Session 4-Consumer as an Individual.pptSession 4-Consumer as an Individual.ppt
Session 4-Consumer as an Individual.ppt
AparnaSachinKanchan
 
Consumer Learning - maymaydr
Consumer Learning - maymaydrConsumer Learning - maymaydr
Consumer Learning - maymaydr
Mary Anne Delos Reyes
 
Schiff cb ce_06
Schiff cb ce_06Schiff cb ce_06
Schiff cb ce_06
sakdin_1326
 

Similar to Chapter 7 Consumer Learning (20)

Edited chapter5
Edited chapter5Edited chapter5
Edited chapter5
 
Module 4 consumer learning final
Module 4 consumer learning finalModule 4 consumer learning final
Module 4 consumer learning final
 
Learning and memory
Learning and memoryLearning and memory
Learning and memory
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning
 
Learning Edited
Learning EditedLearning Edited
Learning Edited
 
Cb ppt
Cb pptCb ppt
Cb ppt
 
Ch. 7 CB.pdf
Ch. 7 CB.pdfCh. 7 CB.pdf
Ch. 7 CB.pdf
 
Consumer presentation finalized
Consumer presentation   finalizedConsumer presentation   finalized
Consumer presentation finalized
 
Consumer Behaviour
Consumer Behaviour   Consumer Behaviour
Consumer Behaviour
 
Consumer Learning the meaning and types in consumer behaviour
Consumer Learning the meaning and types in consumer behaviourConsumer Learning the meaning and types in consumer behaviour
Consumer Learning the meaning and types in consumer behaviour
 
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiiiConsumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
Consumer-Learning.ppthhjjjjjjjjjjjjjjjkkkiiii
 
Consumer-Learning.ppt
Consumer-Learning.pptConsumer-Learning.ppt
Consumer-Learning.ppt
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
 
Learning, Memory and Retrieval
Learning, Memory and RetrievalLearning, Memory and Retrieval
Learning, Memory and Retrieval
 
Learning - Consumer Behavior
Learning - Consumer BehaviorLearning - Consumer Behavior
Learning - Consumer Behavior
 
Mbag Learning 27.8.09
Mbag Learning 27.8.09Mbag Learning 27.8.09
Mbag Learning 27.8.09
 
Session 4-Consumer as an Individual.ppt
Session 4-Consumer as an Individual.pptSession 4-Consumer as an Individual.ppt
Session 4-Consumer as an Individual.ppt
 
Consumer Learning - maymaydr
Consumer Learning - maymaydrConsumer Learning - maymaydr
Consumer Learning - maymaydr
 
Schiff cb ce_06
Schiff cb ce_06Schiff cb ce_06
Schiff cb ce_06
 

More from Avinash Kumar

Chap010
Chap010Chap010
Chap010
Avinash Kumar
 
Chap009
Chap009Chap009
Chap009
Avinash Kumar
 
Chap011
Chap011Chap011
Chap011
Avinash Kumar
 
Chap006
Chap006Chap006
Chap006
Avinash Kumar
 
Chap004
Chap004Chap004
Chap004
Avinash Kumar
 
Chap003
Chap003Chap003
Chap003
Avinash Kumar
 
Chap005
Chap005Chap005
Chap005
Avinash Kumar
 
Chap007
Chap007Chap007
Chap007
Avinash Kumar
 
Chap008
Chap008Chap008
Chap008
Avinash Kumar
 
Chap002
Chap002Chap002
Chap002
Avinash Kumar
 
Chap001
Chap001Chap001
Chap001
Avinash Kumar
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
Avinash Kumar
 
SHRM
SHRMSHRM
Selection
SelectionSelection
Selection
Avinash Kumar
 
Recruitment
RecruitmentRecruitment
Recruitment
Avinash Kumar
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
Avinash Kumar
 
Hrp
HrpHrp
Hra
HraHra
Chapter 30
Chapter 30Chapter 30
Chapter 30
Avinash Kumar
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
Avinash Kumar
 

More from Avinash Kumar (20)

Chap010
Chap010Chap010
Chap010
 
Chap009
Chap009Chap009
Chap009
 
Chap011
Chap011Chap011
Chap011
 
Chap006
Chap006Chap006
Chap006
 
Chap004
Chap004Chap004
Chap004
 
Chap003
Chap003Chap003
Chap003
 
Chap005
Chap005Chap005
Chap005
 
Chap007
Chap007Chap007
Chap007
 
Chap008
Chap008Chap008
Chap008
 
Chap002
Chap002Chap002
Chap002
 
Chap001
Chap001Chap001
Chap001
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
 
SHRM
SHRMSHRM
SHRM
 
Selection
SelectionSelection
Selection
 
Recruitment
RecruitmentRecruitment
Recruitment
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
 
Hrp
HrpHrp
Hrp
 
Hra
HraHra
Hra
 
Chapter 30
Chapter 30Chapter 30
Chapter 30
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
 

Chapter 7 Consumer Learning

  • 2.
  • 3.
  • 4.
  • 5.
  • 7.
  • 8.
  • 9. Classical Conditioning A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
  • 10. Models of Classical Conditioning Figure 7-2a
  • 12. We now associate this product with strength.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Instrumental (Operant) Conditioning A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
  • 18.
  • 19. A Model of Instrumental Conditioning Figure 7-10
  • 20.
  • 21. 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.
  • 22. The consumer observes a positive response by two teens.
  • 23. Cognitive Learning Theory Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
  • 24.
  • 25. Information Processing and Memory Stores - Figure 7.14
  • 26.
  • 27.
  • 28.
  • 29. Table 7.1 Models of Cognitive Learning Attention Cognitive Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation Affective Evaluation Interest Evaluation Persuasion Knowledge Awareness Awareness Knowledge Interest Desire Sequential Stages of Processing Innovation Adoption Model Decision-Making Model Tricompetent Model Innovation Decision Process Promotional Model
  • 30.
  • 31.
  • 32.
  • 33. Peripheral route to persuasion
  • 34.
  • 35.
  • 36. Harley-Davidson Has Strong Brand Loyalty weblink
  • 37.