This document discusses different theories of learning, including behavioral, cognitive, classical conditioning, and operant conditioning theories. Classical conditioning involves learning associations between stimuli through conditioning, as demonstrated by Pavlov's dogs learning to associate food with a stimulus. Operant conditioning involves learning through reinforcement of behaviors, as shown in Skinner's experiments with rats pressing bars for food rewards. Cognitive learning theory views learning as a mental process involving thinking, memory, and problem solving. The document also defines key concepts in learning theories and classifications of learning.

1. LEARNING
KinestheticAural/Auditory
Visual Read/Write
BY,
ANTONY JOSEPH.T

2. The acquisition of
knowledge
or skills through
experience,
practice, study,
or by being taught.
e a r n i n g
Relatively
permanent
change
in
behaviour
due
to
experience

3. DEFINITIONS
 Learning refers to a more or less permanent
change in behavior which occurs as a result
of practice.
(G.A.Kimale, 1961)
 Consumer learning is the process by which
individuals acquire the purchase and
consumption knowledge and experience they
apply to future related behaviour.
(Schiffman and Kanuk)

4. CONSUMERS LEARNING ACTIVITY
Motivation
Stimuli and Cues
Response
Reinforcement

5. CLASSIFICATION OF LEARNING THEORIES
LEARNING
Behavioral
Cognitiv
e
Classical
Conditionin
g
Operant
Conditioning

6. WHAT IS LEARNING?
 Behavioral Perspective
 A relatively permanent change in
behaviour that arises from practice
or experience
 Cognitive Perspective
 Mental change that may
or may not be associated
with changes in behaviour

7. TYPES OF BEHAVIORAL LEARNING
Classical
conditioning:
learning to link two
stimuli in a way that
helps us anticipate
an event to which
we have a reaction
Operant
conditioning:
changing behavior
choices in response
to consequences

8. CLASSICAL CONDITIONING
Ivan pavlow
1849-1936
Russian physiologist
Proponent of classical
conditioning

9. LEARNING TO MAKE AN INVOLUNTARY (REFLEX) RESPONSE
TO A STIMULUS OTHER THAN THE ORIGINAL, NATURAL
STIMULUS THAT NORMALLY PRODUCES THE REFLEX.
A Reflex is an
unlearned, involuntary
response that occur
under personal control
or choice
The food
causes a
particular
reaction, the
SALIVATION.
A STIMULUS can be defined
as any object, event or
experience that causes a
response, the reaction of an
organism.
DEFINITION

10. PAVLOV AND THE SALIVATING DOGS
Pavlov discovered that his dogs began
salivating when they weren't supposed to be
salivating. Switching his focus, Pavlov spent
the rest of his career studying on what he
termed Classical Conditioning, learning to
elicit an involuntary reflex response to a
stimulus other than the original stimulus that
produces reflex.Elements of Classical
Conditioning:
Unconditioned
Stimulus (UCS).
Unconditioned
Response
(UCR)
Conditioned
Stimulus (CS)
Conditioned
Response (CR)

11. UNCONDITION
ED STIMULUS
 The original naturally occurring stimulus. This is
the stimulus that ordinarily leads to the reflex
response. In the case of Pavlov dogs, the food is
the unconditioned stimulus.
UNCONDITION
ED RESPONSE
 The reflex response to the unconditioned stimulus.
It is unlearned and occurs because of genetic
‘wiring’ in the nervous system. In Pavlov’s
experiment, the salivation to the food is the UCR.
CONDITIONED
STIMULUS
 Pavlov determined that almost any kind of
stimulus could become associated with UCS. The
sight of the food dish itself became a stimulus for
salivation before the food was given. At this point,
the dish was called NEUTRAL STIMULUS.
CONDITIONED
RESPONSE
 Comes as a response to the conditioned stimulus.

12. PUTTING IT TOGETHER
Neutral
Stimulus
No
Response
Unconditioned
Stimulus
Unconditioned
Response
Conditioned
Response
Conditioned
Stimulus

13. OPERANT CONDITIONING
B.F.Skinner
(1904 – 1990)
Psychologist
Proponent of operant
conditioning

14. The kind of learning that applies to voluntary behavior
through the effects of pleasant and unpleasant
consequences or responses.
OPERANT CONDITIONING

15. •The rat is learning to
press the bar in the wall
of the cage in order to get
food .
B.F. SKINNER: THE BEHAVIORIST
Skinner box
Studied observable,
measurable behavior.
• learning depends on
consequences
Recording
deviceBar or lever
that an
animal
presses,
randomly at
first, later for
reward
Food/water dispenser
to provide the reward

16. COGNITIVE LEARNING THEORY
Learning is a
function of
exerting the
mind.
DEFINITION

17. KEYPOINTS OF THIS THEORY
 Thinking, memory, knowing, as well as
problem-solving need to be explored.
 We can view knowledge as a schema
(symbolic mental construction).
 Learning: change in a learner’s schemata.
 People need active participation, that is how
we learn, and our actions are a consequence
of thinking.

18. COMPONENTS OF HUMAN MEMORY

19. CONCLUSION
It is very important for the marketers to know
how consumers learn about their role as
consumers and about various products.

20. REFERENCES
 S.A.Chunwalla, Commentary on Consumer
Behaviour, Millenium publishing house,2000.
 Schiffman and kanuk, Consumer Behaviour,
8th edition, Prentice hall of india,
NewDelhi,2004.
 www.scribd.com
 www.slideshare.net