Consumer Learning

Consumer Behavior

TC/IS/2011/MS/144Presentation -01MMT-2013Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee Campus –Eastern University

Consumer Learning

A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

Consumer LearningWhat are

The roles

of consumer

What are the their

needsWhere to buy them

How to use them

How to maintain

them

How to they get

purchasing decision

How to dispose of

product

ELEMENTS OF CONSUMER LEARNINGMotivation Cues

ResponseReinforcement

Learning Theories

Behavioral Learning Theory

Cognitive Learning Theory

Theories based on the basis that learning takes place as the result of observable responses to external stimuli. Also know as stimulus response theory.

A theory of learning based on mental information processing. Often in response to problem solving.

BEHAVIORAL LEARNING THEORY

Classical Conditioning

Instrumental Conditioning

Modeling Observational

Learning

AB

Classical Conditioning

Paviovian Model of

Classical Conditioning

Analog Model of

Classical Conditioning

Paviovian Model of Classical Conditioning

AFTER REPEATED PAIRINGS

Unconditioned StimulusMeat Past

Conditioned StimulusBell

Conditioned StimulusBell

Unconditioned ResponseSalivation

Conditioned ResponseSalivation

Unconditioned StimulusDinner aromas

Conditioned Stimulus6o’clock news

Conditioned Stimulus6o’clock news

Unconditioned ResponseSalivation

Conditioned ResponseSalivation

Analog Model of Classical Conditioning

Instrumental Conditioning

Instrumental Conditioning requires a link between a stimulus and response. Instrumental Conditioning, the stimulus that results in the most satisfactory response is the one that is learn. That is more helpful in explaining complex –goal directed activities.

What am I purchase

“I’m Hungry”

Model of Instrumental Conditioning

StimulusSituational(need good

looking jeans)

Try Brand A

Try Brand B

Try Brand C

Try Brand D

UnrewardedLegs too loose

UnrewardedTight in seat

UnrewardedBaggy in seat

RewardedPerfect fit

Modeling Observational Learning

Modeling is the process through which individuals learn behavior by observing the behavior of other and the consequences of such behavior.

Cognitive Learning Theory

Learning based on mental activity is called Cognitive Learning.

InformationProcessing

InvolvementTheory

Information Processing Information processing is related to both the consumer cognitive ability

and the complexity of the information to be processed.

Consumer process product information by attributes,brands,comparison between brands or a combination of these factors .

Greater familiarity with the product category also increase cognitive ability and learning during a new purchase decision particular with regarding to technical information.

HOW CONSUMER STORE, RETAIN, RETRIEVE INFORMATION Human memory

Of central important to the processing of information is the human memory Structure memory Sensory memory Short term memory Long term memory Rehearsals and Encoding

Retention Retrieve information

Involvement TheoryInvolvement theory development from a stream of

research called hemispheral lateralization or split brain theory.

Hemisphere

Left Hemisphere

RightHemisphere

Involvement Theory Media Strategy

Left Side Brain

Processing Theory

Right Side Brain

Processing Theory

Print Mediaex-:Newspaper Magazine

Interactive mediaex-:Internet

Visual components of advertising

ex-:TV Commercial Packaging In store display

Measures of Consumer Learning

1.Recognition and recall measures2.Cognitive Responses to Advertisement3.Attitudinal and behavioral measure of Brand Loyalty