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Variations in consumer decision making   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some people purchase a watch from a cognitive and rational viewpoint  where as   some may go for its styling or its association with a certain life style   or status level this is an  experimental emotional approach
Response wheel ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Learning Process ,[object Object],[object Object]
Learning ,[object Object]
Types of learned behaviors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Affective Learning ,[object Object],[object Object]
4 Elements of learning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Consumers Learn Conditioning Thinking Conditioning Based on conditioning through association or reinforcement Thinking Intellectual evaluation comparing attributes with values Modeling Based on emulation (copying) of respected examples
Consumer Learning Processes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cognitive Learning Process Goals   leads to   purposive   behavior  which leads to   insight   and to   goal achievement . Goal Goal achievement Insight Purposive behavior
Behavioral learning theory. ,[object Object]
Behavioral learning theory . ,[object Object],[object Object],[object Object],[object Object],[object Object]
Classical Conditioning Process Association develops through contiguity and repetition Unconditioned stimulus ( Food ,  family events   waterfall) Conditioned Stimulus ( bell , Lipton Tea  ,Brita water filtration pitcher) Unconditioned response ( salivation , fun& enjoyment , purity ,freshness) Conditioned response ( salivation , fun& enjoyment , purity ,freshness)
 
[object Object]
Considerations while applying the theory ,[object Object],[object Object]
Operant conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
R1 R2 R3 pushing button R4 Rn US reinforcement CS button
Instrumental Conditioning Process Behavior (consumer uses product or service) Increase or decrease in probability of repeat behavior  (purchase) Positive or negative consequences occur (reward or punishment)
Distinction b/w theories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
External Influences on Consumers Subculture Culture Social class Reference groups Situations
Environmental influences on consumer behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IMC Communications Task Grid Decision Role Communication Task Target Audience   Where and When IMC Options Desired result or effect from communication Primary  group to reach at each stage Best way to reach at each stage  Best IMC tool to accomplish communication task Role in  Decision Marking Process Initiator Influencer Decider Purchaser User
And the Chapter is finished…! THANK YOU!!

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Consumer Behavior (Learning)

  • 1.
  • 2. Some people purchase a watch from a cognitive and rational viewpoint where as some may go for its styling or its association with a certain life style or status level this is an experimental emotional approach
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. How Consumers Learn Conditioning Thinking Conditioning Based on conditioning through association or reinforcement Thinking Intellectual evaluation comparing attributes with values Modeling Based on emulation (copying) of respected examples
  • 11.
  • 12. Cognitive Learning Process Goals leads to purposive behavior which leads to insight and to goal achievement . Goal Goal achievement Insight Purposive behavior
  • 13.
  • 14.
  • 15. Classical Conditioning Process Association develops through contiguity and repetition Unconditioned stimulus ( Food , family events waterfall) Conditioned Stimulus ( bell , Lipton Tea ,Brita water filtration pitcher) Unconditioned response ( salivation , fun& enjoyment , purity ,freshness) Conditioned response ( salivation , fun& enjoyment , purity ,freshness)
  • 16.  
  • 17.
  • 18.
  • 19.
  • 20. R1 R2 R3 pushing button R4 Rn US reinforcement CS button
  • 21. Instrumental Conditioning Process Behavior (consumer uses product or service) Increase or decrease in probability of repeat behavior (purchase) Positive or negative consequences occur (reward or punishment)
  • 22.
  • 23. External Influences on Consumers Subculture Culture Social class Reference groups Situations
  • 24.
  • 25.
  • 26.
  • 27. IMC Communications Task Grid Decision Role Communication Task Target Audience Where and When IMC Options Desired result or effect from communication Primary group to reach at each stage Best way to reach at each stage Best IMC tool to accomplish communication task Role in Decision Marking Process Initiator Influencer Decider Purchaser User
  • 28. And the Chapter is finished…! THANK YOU!!