Consumer Behaviour
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This document discusses managing consumer learning through advertising. It begins by defining learning and outlining several learning theories, including behaviorism, social learning theory, and cognitive learning theory. It then discusses how advertising can target different consumer buying roles and provides examples of ads aligned with learning theories. Managing consumer learning through advertising allows companies to create interest, position brands, increase customer base and sales, but it can also be difficult, expensive and lead to wrong interpretations.
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Introduction of Consumer behaviour - Bangalore University
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Consumer Behaviour
- 1. Managing Consumer Learning through advertising Sumeet kr. Jaiswal
- 2. Agenda • Learning • Theories of Learning • Managing consumer learning through advertisement • Examples of different advertisement based on Learning Theories • Conclusion
- 3. Learning • Meaning : Learning is (relatively) permanent change in behavior as the result of experience. • Factors affecting learning • Learning process
- 4. Learning Theory Behaviorism Social Learning Theory Cognitive Learning Theory
- 5. Behaviorism Classical Conditioning - Pavlov S US UR CS US CR
- 6. Behaviorism Operant Conditioning - Skinner The response is made first, then reinforcement follows.
- 7. Social learning theory • Social learning focuses on the learning –that occurs within a social context. –It considers how people learn from one another, encompassing such concepts as • observational learning, • imitation, and • modeling.
- 8. Cognitive Learning Theory Discovery Learning Jerome Bruner Meaningful Verbal Learning - David Ausubel
- 9. Managing buying role through advertisement • Initiator • Influencer • Gate keeper • Decider • Buyer • User
- 12. Advantage of Managing Consumer Learning through advertising • Creating interest • Positioning and Branding • Increase in consumer base • Marketing penetration • Increase in Sales
- 13. Disadvantage of Managing Consumer Learning through advertising • Sometimes customization becomes difficult. • It will be expensive. • Wrong interpretation may occur
- 14. Conclusion Managing Consumer Learning through advertising theorist says that learning is produced through the inter play of • drives, • stimuli, • cues, • responses, and • reinforcement .