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  • Amity International Business School: MBAIB/IMBA/3CMBA, Semester IV Consumer Behaviour Kokil Jain

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    The document discusses learning and consumer behavior theories. It defines learning as a relatively permanent change in behavior resulting from experience. It outlines the key elements of learning, including motives, cues, responses, and reinforcement. The document then discusses classical conditioning and instrumental conditioning theories. It provides strategic applications of classical conditioning, including repetition, stimulus generalization, and stimulus discrimination. Finally, it briefly mentions memory.

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    2LEARNING

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    The document discusses learning and consumer behavior theories. It defines learning as a relatively permanent change in behavior resulting from experience. It outlines the key elements of learning, including motives, cues, responses, and reinforcement. The document then discusses classical conditioning and instrumental conditioning theories. It provides strategic applications of classical conditioning, including repetition, stimulus generalization, and stimulus discrimination. Finally, it briefly mentions memory.

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    11 views12 pages

    Amity International Business School: MBAIB/IMBA/3CMBA, Semester IV Consumer Behaviour Kokil Jain

    Uploaded by

    adhil
    The document discusses learning and consumer behavior theories. It defines learning as a relatively permanent change in behavior resulting from experience. It outlines the key elements of learning, including motives, cues, responses, and reinforcement. The document then discusses classical conditioning and instrumental conditioning theories. It provides strategic applications of classical conditioning, including repetition, stimulus generalization, and stimulus discrimination. Finally, it briefly mentions memory.

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    of 12

    Amity International Business School

    AMITY INTERNATIONAL
    BUSINESS SCHOOL
    MBAIB/IMBA/3CMBA, Semester IV
    CONSUMER BEHAVIOUR
    KOKIL JAIN

    1
    Amity International Business School

    LEARNING DEFINED
    IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR
    OCCURING AS A RESULT OF EXPERIENCE.
    TYPES OF LEARNED BEHAVIOUR
    • PHYSICAL BEHAVIOUR
    • SYMBOLIC LEARNING AND PROBLEM SOLVING
    • AFFECTIVE LEARNING

    2
    Amity International Business School

    PRINCIPLE ELEMENTS OF LEARNING


    • MOTIVE- they arouse individuals ,thereby increasing their
    readiness to respond
    • CUES- It is a weak stimulus not strong enough to arouse
    consumers, but capable of providing direction to motivated activity
    • RESPONSE- mental or physical activity the consumer makes in
    reaction to a stimulus situation.
    • REINFORCEMENT- anything that follows a response and increases
    the tendency of response to reoccur in a similar situation.

    3
    Amity International Business School

    THEORIES OF LEARNING
    CLASSICAL CONDITIONING

    UNCONDITIONED
    STIMULUS UNCONDITIONED
    MEAT PASTE RESPONSE
    SALIVATION
    CONDITIONED
    STIMULUS
    BELL

    AFTER REPEATED PAIRINGS


    CONDITIONED CONDITIONED
    STIMULUS RESPONSE
    BELL SALIVATION

    4
    Amity International Business School

    CREATION OF A STRONG ASSOCIATION BETWEEN CS


    AND US REQUIRES

    1. FORWARD CONDITIONING (i.e. CS should precede US)


    2. Repeated pairings of CS and US
    3. A CS and US that logically belong to each other
    4. A CS that is novel and unfamiliar
    5. A US that is biologically or symbolically salient

    5
    Amity International Business School

    STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING


    1. REPETITION
    ADVERTISING WEAROUT

    COSMETIC VARIATIONS

    SUBSTANTIATIVE WEAROUT

    THREE HIT THEORY

    6
    Amity International Business School

    7
    Amity International Business School

    STIMULUS GENERALISATION
    1. PRODUCT LINE,FORM AND CATEGORY EXTENSIONS
    2. FAMILY BRANDING
    3. LICENSING
    STIMULUS DISCRIMINATION
    1. POSITIONING
    2. PRODUCT DIFFERENTIATION

    8
    Amity International Business School

    INSTRUMENTAL CONDITIONING

    TRY UNREWARDED
    BRAND A BAD FIT

    STIMULUS TRY UNREWARDED


    SITUATION BRAND B LIMITED STYLES
    NEED
    NEW
    SHOES UNREWARDED
    TRY BRAND C
    NOT COMFORTABLE

    REWARD
    TRY BRAND D
    PERFECT FIT

    9
    REPEAT BEHAVIOUR
    Amity International Business School

    10
    Amity International Business School

    11
    MEMORY
    Amity International Business School

    12

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