Professional Documents
Culture Documents
Consumer Learning
Consumer Learning
Consumer Learning
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PHI Learning
Consumer Learning
It is the cognitive process of acquiring skill and knowledge; learning is the acquisition and development of memories and behaviours, including skills, knowledge, understanding, values, and wisdom.
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PHI Learning
Importance of Learning
Marketers must teach consumers:
where to buy by whom and for whom the purchase is to be done how to use, feel and perceive the product how to maintain the product how to dispose of products
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PHI Learning
Learning Taxonomy
Learning
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar
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PHI Learning
Learning Theories
Behavioural Theories Theories based on the premise that learning takes place as a result of observable responses to external stimuli. Also known as stimulus response theory. Cognitive Theories A theory of learning based on mental information processing, often in response to problem solving.
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PHI Learning
Learning Processes
Intentional Incidental Learning acquired as a Learning acquired by result of a careful accident or without search for information. much effort.
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PHI Learning
PHI Learning
Reinforcement
A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.
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PHI Learning
Stimulus Generalization
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PHI Learning
Reinforcement Positive Reinforcement Positive outcomes that strengthen the likelihood of a specific response Example: Ad showing beautiful hair as a reinforcement to buy shampoo Negative Reinforcement Unpleasant or negative outcomes that serve to encourage a specific behaviour Example: Ad showing wrinkled skin as reinforcement to buy skin cream
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PHI Learning
Observational Learning
A process by which individuals observe the behaviour of others, and consequences of such behaviour. Also known as modelling or vicarious learning.
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PHI Learning
Attention
Retention
Production Process
Motivation
Observational Learning
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PHI Learning
Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
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PHI Learning
Classical Conditioning
A behavioural learning theory, according to which a stimulus is paired with another stimulus that elicits a known response which serves to produce the same response when used alone.
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PHI Learning
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PHI Learning
A behavioural theory of learning based on trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviours.
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PHI Learning
PHI Learning
Stimulus Response
Reward
Reinforcement
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PHI Learning
Reinforcement
Likelihood Of Behaviour
Behaviour
Negative Reinforcement
Likelihood Of Behaviour
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PHI Learning
Memory
Short term (compare to RAM > volatile)
mnemonic devices
Long term (compare to hard disk > longer in duration but imperfectI remember it well)
STM
REHEARSAL
LTM
DECAY
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar
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PHI Learning
Retention
Information is stored in longterm memory
Episodically: by the order in which it is acquired Semantically: according to significant concepts Total package of associations is called a schema.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar
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PHI Learning
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PHI Learning
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PHI Learning
Short-term Memory
Long-term Memory
Retrievall
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PHI Learning
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PHI Learning
Information Processing
Relates to cognitive ability and the complexity of the information. Individuals differ in imagerytheir ability to form mental images, which influences recall.
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PHI Learning
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PHI Learning
Information Processing
Movement from shortterm to longterm storage depends on: Rehearsalcognitive practice Encodingmemorys associations or the way information is stored.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar
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