CONSUMER LEARNING

SUBMITTED BY:
Soumyo Nath Banerjee
Sourin Mukherjee
Sumana Dutta
Sushavan Banerjee
 WHAT IS CONSUMER LEARNING&
ITS NECESSITY…..
• Consumer learning is concerned with acquiring
the skills, attitudes, knowledge and understanding
that will enable individuals in a consumer society
to make full use of the range of consumer
opportunities present in a complex marketplace.
• In consumer-driven societies it has become
essential to promote consumer competence and
consumer learning – particularly among young
people who are the consumers of tomorrow.
4 Elements of learning
 Motives
 Motives arouse individuals and as a result they respond.
 By achieving the goal ,the arousal reduces ,the products are their to
satisfy the need.
 This result that consumer will learn a connection b/w the product
and motive .
 Cues
 Capable of providing direction i.e. it influences the manner in
which, to respond to motive.e.g. hungry man is guided by
restaurant signs or aroma of food.
 Response
 Mental or physical activity in reaction to a stimulus.
 Reinforcement
 Anything that follows the response and increase the tendency of
response to reoccur in a similar situation.
How Consumers Learn

Thinking
Thinking Conditioning
Conditioning Modeling
Modeling

Intellectual
Intellectual Based
Based on
on Based
Based on
on
evaluation
evaluation conditioning
conditioning emulation
emulation
comparing
comparing through
through (copying)
(copying) of
of
attributes
attributes association
association or
or respected
respected
with
with values
values reinforcement
reinforcement examples
examples
CONSUMER KNOWLEDGE,
LEARNING, AND
UNDERSTANDING One form of
 Learning--what is it? learning...
 Operant conditioning
 Classical conditioning
 Brand loyalty
 Perception
 Characteristics of the senses
 Accuracy
 Ability to detect change
 Attention

Most useful for

vicarious learning
Behavioral learning theory

Based on the fact that

learning occurs through the
connection b/w an external
stimuli and response (S-R).
 Behavioral learning theory.

 Two approaches of the theory

1. Classical conditioning
2. Operant conditioning
Says that learning is an associative process with an
already existing relationship b/w a stimuli and
response. e.g. of food and salivation that is not
taught rather it already exists. or we can say food is
unconditional stimuli and so as unconditional
response salivation.
Instrumental Conditioning Process

Behavior
Behavior Positive
Positiveor
ornegative
negative
(consumer
(consumeruses
uses consequences
consequencesoccur
occur
product or service)
product or service) (reward
(rewardor
orpunishment)
punishment)

Increase
Increaseor
ordecrease
decreaseinin
probability
probabilityofofrepeat
repeat
behavior
behavior(purchase)
(purchase)
Classical Conditioning Process

Unconditioned
stimulus
(Food, family events,
waterfall)

Association develops through

contiguity and repetition

Conditioned
Conditioned response
Stimulus (bell, (salivation,
Lipton Tea ,Brita water fun& enjoyment,
filtration pitcher) purity ,freshness)
COGNITIVE THEORY

 BASED ON MENTAL ACTIVITY

 PROBLEM SOLVING
 INVOLVES COMPLEX MENTAL PROCESSING
OF INFORMATION
INFORMATION PROCESSING
 INFORMATION IS PROCESSED ,
STORED,RETRIEVED.
 ABILITY TO FORM MENTAL IMAGES.
 STEPS OF INFORMATION
PROCESSING
 SENSORY STORE
 SHORT TERM STORE
 LONG TERM STORE
 REHEARSAL AND ENCODING
 STEPS OF INFORMATION
PROCESSING

SENSORY
INPUT REHEARSAL

ENCODING

RETRIEVAL
INVOLVEMENT THEORY
 HEMISPHERAL THEORY
 LOW AND HIGH INVOLVEMENT LEARNING
 INVOLVEMENT THEORY AND CONSUMER
RELEVANCE
 REINFORCEMENT

A positive or negative outcome

that influences the likelihood
that a specific behavior will be
repeated in the future in
response to a particular cue or
stimulus.
 REINFORCEMENT
• Positive • Negative
Reinforcement: Reinforcement:
Positive outcomes Unpleasant or
that strengthen the negative outcomes
likelihood of a that serve to
specific response encourage a specific
• Example: Ad behavior
showing beautiful • Example: Ad showing
hair as a wrinkled (smooth)
reinforcement to skin as reinforcement
buy shampoo to buy skin cream
Schedules of Reinforcement
 Fixed interval
 Fixed ratio
 Variable ratio <------ Most resistant
to extinction
Observational Learning(Model)
 A process by which individuals observe
how others behave in response to certain
stimuli and reinforcements.
Processes of Observational
Learning
 Attention
 Retention

 Production

 Motivation
Measures of Consumer Learning

 Recognition and Recall

Measures
 Cognitive Responses to

Advertising
 Attitudinal and Behavioral

Measures of Brand Loyalty

THANK YOU