O.B PRESENTION

8/8/2019 O.B PRESENTION

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Consumer Learning

Presented by:-

Gursahib Singh and

Dalbir Kaur


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LEARNING

Learning is any relatively

permanent change inbehaviour that occurs as a

result of experience


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ConsumerConsumerLearningLearning

Aprocessby which

individuals acquire the

purchase and

consumptionknowledge

and experience

that they apply tofuture related behavior.


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Importance of Learningy Marketers must teach consumers:

y where to buy

y how to usey how to maintain

y how to dispose of products


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Learning Processes

y Intentional:learning acquired as

a result of a carefulsearch forinformation

y Incidental:learning acquired by

accident or withoutmuch effort


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Learning Theoriesy Behavioral Theories:Theories based on the

premise that learningtakes place as the resultof observable responsesto external stimuli. Alsoknown as stimulusresponse theory.

y Cognitive Theories:Atheory of learning based

on mental informationprocessing, often inresponse to problemsolving.


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yBehavioural Theorists view

learning as observable responses tostimuli, whereas CognitiveTheorists believe that learning is a

function of mental processing.


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Behavioral Learning Theories

1. Classical Conditioning

2. Instrumental or operant Conditioning

3. Modeling or Observational Learning or Sociallearning theory


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1. CLASSICAL CONDITIONING

GIVEN BY:-IVAN PAVLON

According to this theoryassosiation of one event withanother desired event resulting in a

behavior.


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ClassicalClassicalConditioningConditioning

A behavioral learningtheory according to

which a stimulus is

paired with another

stimulus that elicits a

known response that

serves to produce the

same response whenused alone.

ClassicalClassicalConditioningConditioning


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GIVEN BY:-IVAN PAVLON

According to this theory

assosiation of one event withanother desired eventresulting in a behavior.


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Pavlovian Model of Classical

Conditioning

Unconditioned Stimulus

Meat paste

Conditioned Stimulus

Bell

Unconditioned ResponseSalivation


Bell

Conditioned Response

Salivation

AFTER REPEATED PAIRINGS


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Analogous Model of Classical

Conditioning

Unconditioned Stimulus

Dinner aroma


6 oclock news

Unconditioned ResponseSalivation


6 oclock news

Conditioned Response

Salivation

AFTER REPEATED PAIRINGS


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Given by:-B.f skinner

It says that behavior of one if afunction of its consequences.

A process by which individuals

observe the behavior of others,and consequences of suchbehavior.


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InstrumentalInstrumental

(Operant)(Operant)

ConditioningConditioning

A behavioral theory of

learning based on a

trial-and-error process,

with habits forced as

the result of positiveexperiences

(reinforcement)

resulting from certainresponses or

behaviors.


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3.SOCIALLEARNINGTHEORYIt is also called observational

learning

According to this theory,individual learns by observingmodels , parents, teachers,

pictures, bosses ,artists, andothers


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Consumers

Learn by

Modeling


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SOCIALLEARNING PROCESS

ATTENTION RETENTION

PRODUCTION

PROCESS

REINFORCEMENT

PROCESS

SOCIALLEARNING


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COGNITIVETHEORY

It says that behavior of one is

depend upon his thoughts,knowledge, interpretation, orideas about himself and his

environment.


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Cognitive Associative Learning

yA cognitive theory of human learning patternedafter computer information processing that focuses

on how information is stored in human memoryand how it is retrieved.


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Appeal to

Cognitive

Processing


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CognitiveCognitive

LearningLearning

TheoryTheory

Holds that the kindof learning most

characteristic of

human beings is

problem solving,

which enables

individuals to gain

some control overtheir environment.


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THANK YOU

O.B PRESENTION

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