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Bachelor of Business Management: Consumer Behaviour
Bachelor of Business Management: Consumer Behaviour
Bachelor of Business Management: Consumer Behaviour
Compulsory page
Bachelor of Business
Management
Consumer Behaviour
LEARNING
(Week 10)
1
Thursday, April 29, 2021
Learning Objectives
1. To Understand why marketers are interested in
teaching consumers to learn.
2. To Understand main theories of Learning – Classical
Conditioning, Instrumental Conditioning, and Cognitive
Learning Theory.
3. To Understand how learning theory involving animals
can be applied to human action and purchasing
behavior.
4. To Understand how the brain hemisphere has different
processing function and influences buying behavior.
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Thursday, April 29, 2021
LEARNING THEORY
• Learning can be defined as the process of acquiring
through experience, knowledge which leads to changed
behavior.
• Marketers are concerned with how individuals learn is
that they are vitally interested in teaching them, in their
roles as consumers about products, product attributes
and potential consumer benefits about where to buy
their products, how to use them, how to maintain them,
even how to dispose of them.
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Thursday, April 29, 2021
LEARNING THEORY
• Common factors in learning are:
• Motivation * Association * Reinforcement
LEARNING THEORY
• A) Classical conditioning/ Connectionist Learning
Theories
• B) Instrumental conditioning
• C) Cognitive Learning
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Thursday, April 29, 2021
LEARNING THEORY
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Thursday, April 29, 2021
LEARNING THEORY
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Thursday, April 29, 2021
LEARNING THEORY
Stimulus Generalization
• The greater the similarity between stimuli, the greater
the degree of generalization that occurs
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Thursday, April 29, 2021
LEARNING THEORY
Stimulus Generalization
Stimulus Discrimination
The longer a particular product is associated to a product,
the more it will be discriminated in consumer's mind - brand
loyalty. Imitators-fake want consumers to generalize their
experience, but market leaders (ORI)want to retain the top
spot by convincing consumers to discriminate.
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Thursday, April 29, 2021
LEARNING THEORY
• Repetition = ADVERTISING
• Extinction
LEARNING THEORY (B) Operant Conditioning - B.F. Skinner's experiment with rats
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Thursday, April 29, 2021
LEARNING THEORY (B) Operant Conditioning - B.F. Skinner's experiment with rats
LEARNING THEORY (B) Operant Conditioning - B.F. Skinner's experiment with rats
LEARNING THEORY (B) Operant Conditioning - B.F. Skinner's experiment with rats
• They say nothing about the learner and how he can influence
the learning process. But each individual and each learning
situation is different as perceptions depend on one's
personality, motivation, experiences and emotional response
to a particular stimulus.
• People do learn for the sake of learning and not for the sake of
rewards. Learning does take place even in the absence of
reinforcement. Learning is a function of thinking (mental
process) known as cognitive learning.
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Thursday, April 29, 2021
Tutorial Question
• Why is Classical Conditioning and Operant Conditioning
are considered as S – R Theory/relationship or a ‘Black
Box’ theory?
• They say nothing about the learner and how he can influence
the learning process. But each individual and each learning
situation is different as perceptions depend on one's
personality, motivation, experiences and emotional response to
a particular stimulus.
• People do learn for the sake of learning and not for the sake of
rewards. Learning does take place even in the absence of
reinforcement. Learning is a function of thinking (mental
process) known as cognitive learning.
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Thursday, April 29, 2021
LEARNING THEORY – (C) Cognitive Learning
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Thursday, April 29, 2021
LEARNING THEORY – (C) Cognitive Learning
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Thursday, April 29, 2021
The Structure of Memory
• Sensory store;
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Thursday, April 29, 2021
The Structure of Memory
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Thursday, April 29, 2021
Tutorial Questions
• Discuss on the ‘Split Brain’ theory and ‘consumer
involvement’
References
1. Solomon M.R. (2017).Consumer Behavior: Buying,
Having, and Being, Global Edition, 12/E, Pearson
2. 2. Schiffman, L. G. & Wisenblit, J. L. Consumer
Behavior (2015) 11th Edition Pearson International
Edition. New Jersey
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