Consumer Learning - maymaydr
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WE FIND WAYSTHINK DIFFERENT Bosing sa
KAPUTIAN
JUST DO IT
Connecting people
Open happiness
Finger lickin' good
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CONSUMER LEARNING
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OBJECTIVES:
The Elements of Consumer Learning
2 General Categories of Learning
Theory
Measures of
Consumer Learning
Behavioral Learning Theories
Cognitive Learning Theory
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CONSUMER LEARNING
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
Continually evolves and
changesGained from
reading, discussion,
observation and thinking
knowledge + experience = FEEDBACK
Intentional(careful search)
Incidental(accident/
without much effort)
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Importance of Consumer Learning
where to buyhow to use
how to maintainhow to dispose of products
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Elements of Consumer Learning
Motivation
Cues
Response
Reinforcement
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Motivation
based on needs and goals
acts as a spur to learning
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Motivation
price
quality
characteristics
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Cues
stimuli that give direction to the motives
serve to direct consumer drives when they are consistent with consumer expectations
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Cues
advertise
price
style
packaging
store display
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Response
it is how individuals react to a drive or cue
physical exercise
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Reinforcement
increases the likelihood that a
specific response will occur in the
future as the result of particular
cues or stimuli.
REWARD
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2 General Categories of Learning Theory
Behavioral learning theory
Cognitive learning theory
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Behavioral learning theory
sometimes referred to as stimulus-response theory
because they are based on the premise that observable responses to specific external stimuli signal
that learning has taken place
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Behavioral learning theory
STIMULUS
RESPONSE
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Behavioral learning theory
Classical conditioning
Instrumental
conditioning
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Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
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Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.