Consumer learning
•Download as PPTX, PDF•
7 likes•2,656 views
Consumer learning refers to how individuals acquire knowledge about purchasing and consuming products through experience over time. There are two main theories of consumer learning: behavioral theories which focus on observable responses to external stimuli, and cognitive theories which examine mental information processing and problem solving. Behavioral learning theories include classical conditioning, instrumental conditioning, and observational learning. Cognitive theories of learning include information processing models and involvement theory, which proposes that the level of involvement impacts whether central or peripheral routes to persuasion will be effective.
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (15)
Similar to Consumer learning
Similar to Consumer learning (20)
Recently uploaded
Recently uploaded (20)
Consumer learning
- 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