Consumer learning

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Consumer learning

  1. 1. A 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.
  2. 2. 1. 2. 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 these motives. In the market place, price, styling, packaging and store displays all serve as cues to help consumers fulfill their needs in product- specific ways.
  3. 3. 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.
  4. 4.  Classical 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 repeated exposure.
  5. 5. Unconditioned stimulus meat paste Unconditioned response salivation Conditioned stimulation bell After repeated pairings: Conditioned stimulus bell Conditioned response salivation
  6. 6.  Repetition – increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting. 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.  Stimulus
  7. 7.  Stimulus discrimination – is the opposite of stimulus generalization and result in the selection of a specific stimulus from among similar stimuli.
  8. 8. 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 learned. This model of learning applies to many situations in which consumers learn about products, services, retail stores.
  9. 9. Modeling or observational learning – modeling is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. Advertisers recognize the importance of observational learning in their selection of models – whether celebrities or unknowns.

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