The document discusses different types of consumer learning, including behavioral learning and cognitive learning. Behavioral learning involves observable responses to external stimuli and can occur through classical conditioning, operant conditioning, and reinforcement. Cognitive learning focuses more on internal mental processes and can happen through observational learning and different memory processes. The key aspects of consumer learning are that it is a relatively permanent change in behavior caused by experience, it is an ongoing process, and marketers must teach consumers about products.

1. Amity Business School MBA Class of 2010, Semester III Consumer Behaviour “LEARNING” Aparna Goyal

2. TAKE AWAYS We will understand how the Consumer Learning about products and services take place. Conditioning results in Learning. Consumers can generalize learned associations to other things. We learn by observing others’ behaviour Marketing Strategies using “Learning”

3. Introduction Learning is a relatively permanent change in behaviour caused by experience – direct or observed. Learning is an ongoing process – new stimuli. Casual, unintentional acquisition of knowledge is called Incidental Learning

4. RELATIVELY PERMANENT CHANGE IN BEHAVIOUR ??

5. ONGOING PROCESS

6. Consumer learning Process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products Aparna Goyal

8. APPROACHES TO LEARNING

10. BEHAVIOURAL LEARNING Takes place as a result of responses to external events No focus on internal thought processes Emphasis on observable aspects of behaviour

11. COGNITIVE LEARNING Importance of internal mental processes Active information use from environments Creativity and insight in learning

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13. BEHAVIOURAL LEARNING CLASSICAL CONDITIONING S1 = R1 S2 alone = R1 S1 + S2 = R1 S2 = R1 S1 = UCS S2 = CS R1 = CR

14. UCS - SHOPPING CS – CREDIT CARD CR – MORE SPENDING

15. UCS - HOLIDAYS CS – CLUB MAHINDRA YEARLY SCHEMES CR – OVERFLOWING HOLIDAYS

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17. BEHAVIOURAL LEARNING REPETITION Repeated exposures increases the strength of SR relationships and prevents decay too Lack of association leads to extinction and disappearance Increases strength of associations between CS and UCS and slows forgetting but over time may result in advertising wear out.

18. REPETITION – SR RELATIONSHIP OF COLGATE AND DENTISTS

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21. Cosmetic variations reduce satiation like different backgrounds, spokespersons, etc Substantive Variations - changes in advertisement contents across different versions Stimulus Generalization Stimulus Discrimination

22. BEHAVIOURAL LEARNING STIMULUS GENERALIZATION Stimuli similar to original CS evokes similar CR (Halo Effect) Piggybacking

24. Stimulus Generalization (SG) Making the same response to slightly different stimuli. The inability to perceive differences between slightly dissimilar stimuli. Marketing Strategies Me- To products Product Line Extensions Family Branding Licensing Aparna Goyal

25. Manufacturer Licenses Its Name Aparna Goyal

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27. STIMULUS DISCRIMINATION UCS does not follow a stimulus similar to a CS Reactions weakened & disappear Ability to select a specific stimulus from among similar stimuli because of perceived differences. Positioning Differentiation BEHAVIOURAL LEARNING

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31. BEHAVIOURAL LEARNING INSTRUMENTAL CONDITIONING Learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses/behaviors. Operant conditioning We perform behaviours that produce positive outcome We avoid behaviours that give negative outcomes We get rewards for desired behaviours Delibrate responses to attain a goal- SHAPING RESPONSE is INSTRUMENTAL in gaining an AWARD or avoiding a PUNISHMENT

34. -Behaviour occurs because it is rewarding . -Behaviour can be Shaped by rewarding that behaviour. Marketing Strategies Customer Satisfaction (Reinforcement)- product as its own intrinsic reward. Reinforcement Schedules Lotteries , sweep-stakes. Aparna Goyal

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36. BEHAVIOURAL LEARNING REINFORCEMENT POSITIVE – reward that strengthens the response NEGATIVE – something not done leading to strengthening of response

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39. BEHAVIOURAL LEARNING PUNISHMENT Unpleasant events follow a response

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42. COGNITIVE LEARNING OBSERVATIONAL LEARNING A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.

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46. COGNITIVE LEARNING MEMORY External inputs - Encoding - Storage - Retrieval

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48. Involvement Theory 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. Split Brain Theory Aparna Goyal

49. Split Brain theory : Encouraging Right and Left Brain Processing Aparna Goyal

50. Involvement Theory and CB Involvement Theory and Media Strategy It proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route) Aparna Goyal

51. Assignment IS LEARNING CONSCIOUS OR NOT. EXPLAIN. ELABORATE THE MEMORY PROCESS ARE PRODUCTS MEMORY MARKERS PROBLEMS WITH MEMORY MEASURES