consumer- is a person or group of people
that are the final users of products and or
services generated within a social system.
learning- the acquisition of knowledge or
skills through study, experience.
Acc to “Schiffman & kanuk’’ Consumer learning- as a process by which
individual acquire the purchase & consumption
knowledge and experience that they apply to
future related behavior.
Motivation – is important to learning theory.
It is based on needs and goals. It is act as a
instrument to learning.
Cues – are the stimuli that give direction to
place, price, styling, packaging and store
displays all serve as cues to help consumers
fulfill their needs in product- specific ways.
3. Response – How individuals react to a drive
or cuesHow they behave- constitute their response.
4. Reinforcement - increases the likelihood that a
specific response will occur in the future as
the result of particular cues or stimuli.
conditioning – theorists regarded all
organisms (both animal and human) as
relatively passive entities that could be taught
certain behaviors through repetition.
The word conditioning means automatic
response to a situation build up through
After repeated pairings:
increases the strength of the
association between a conditioned stimulus and an
unconditioned stimulus and slows the process of
generalization – it explain why
manufacturers of private-label brands try to make
their packaging closely resemble the national
brand leaders. They are hoping that consumers will
confuse their packages with the leading brand and
buy their product rather than the leading brand.
discrimination – is the opposite of
stimulus generalization and result in the
selection of a specific stimulus from among
Instrumental conditioningit requires a link
between a stimulus and a response.
However, in this, the stimulus that results in the
most satisfactory response is the one that is
This model of learning applies to many
situations in which consumers learn about
products, services, retail stores.
Modeling or observational learning –
modeling is the process through which
individuals learn behavior by observing the
behavior of others and the consequences of
Advertisers recognize the importance of
observational learning in their selection of
models – whether celebrities or unknowns.