mbag learning 27.8.09

Amity Business School

Amity Business SchoolMBA Class of 2010, Semester III

Consumer Behaviour

“LEARNING”

Aparna Goyal

TAKE AWAYS• We will understand how the Consumer

Learning about products and services take place.

• Conditioning results in Learning.

• Consumers can generalize learned associations to other things.

• We learn by observing others’ behaviour

• Marketing Strategies using “Learning”

Introduction• Learning is a relatively permanent change

in behaviour caused by experience – direct or observed.

• Learning is an ongoing process – new stimuli.

• Casual, unintentional acquisition of knowledge is called Incidental Learning

RELATIVELY PERMANENT CHANGE IN BEHAVIOUR ??

ONGOING PROCESS

Consumer learning

Process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

Marketers must teach consumers:–where to buy–how to use–how to maintain–how to dispose of products

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APPROACHES

TO LEARNING

BEHAVIOURAL LEARNING

• Takes place as a result of responses to external events

• No focus on internal thought processes

• Emphasis on observable aspects of behaviour

COGNITIVE LEARNING

• Importance of internal mental processes

• Active information use from environments

• Creativity and insight in learning

Red = Done

BEHAVIOURAL LEARNINGCLASSICAL CONDITIONING

• S1 = R1

• S2 alone = R1

• S1 + S2 = R1

• S2 = R1

S1 = UCSS2 = CSR1 = CR

UCS - SHOPPINGCS – CREDIT CARDCR – MORE SPENDING

UCS - HOLIDAYSCS – CLUB MAHINDRA YEARLY SCHEMESCR – OVERFLOWING HOLIDAYS

Red = Done

REPETITION• Repeated exposures increases the

strength of SR relationships and prevents decay too

• Lack of association leads to extinction and disappearance

• Increases strength of associations between CS and UCS and slows forgetting but over time may result in advertising wear out.

REPETITION – SR RELATIONSHIP OF COLGATE AND DENTISTS

Red = Done

• Cosmetic variations reduce satiation like different backgrounds, spokespersons, etc

• Substantive Variations - changes in advertisement contents across different versions

• Stimulus Generalization

• Stimulus Discrimination

STIMULUS GENERALIZATION

• Stimuli similar to original CS evokes similar CR (Halo Effect)

• Piggybacking

Stimulus Generalization (SG)

Making the same response to slightly different stimuli. The inability to perceive differences between slightly dissimilar stimuli.

• Marketing Strategies– Me- To products– Product Line Extensions– Family Branding– Licensing

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Manufacturer Licenses Its Name

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Red = Done

STIMULUS DISCRIMINATION

• UCS does not follow a stimulus similar to a CS

• Reactions weakened & disappear Ability to select a specific stimulus from

among similar stimuli because of perceived differences.

PositioningDifferentiation

Red = Done

BEHAVIOURAL LEARNINGINSTRUMENTAL CONDITIONING• Learning based on a trial-and-error process, with habits

forced as the result of positive experiences (reinforcement) resulting from certain responses/behaviors.

• Operant conditioning• We perform behaviours that produce positive outcome• We avoid behaviours that give negative outcomes• We get rewards for desired behaviours• Delibrate responses to attain a goal-SHAPING• RESPONSE is INSTRUMENTAL in gaining an

AWARD or avoiding a PUNISHMENT

-Behaviour occurs because it is rewarding .

-Behaviour can be Shaped by rewarding that behaviour.

Marketing Strategies

• Customer Satisfaction (Reinforcement)- product as its own intrinsic reward.

• Reinforcement Schedules

– Lotteries , sweep-stakes.

34Aparna Goyal

Red = Done

REINFORCEMENT

1.POSITIVE – reward that strengthens the response

2.NEGATIVE – something not done leading to strengthening of response

Red = Done

PUNISHMENT

•Unpleasant events follow a response

Red = Done

COGNITIVE LEARNINGOBSERVATIONAL LEARNING

A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.

Red = Done

COGNITIVE LEARNING

MEMORY

•External inputs - Encoding - Storage - Retrieval

Red = Done

Involvement Theory

A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

• Split Brain Theory

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Split Brain theory :Encouraging Right and Left BrainProcessing

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Involvement Theory and CB

• Involvement Theory and Media Strategy

It proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route)

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Assignment • IS LEARNING CONSCIOUS OR

NOT. EXPLAIN.• ELABORATE THE MEMORY

PROCESS–ARE PRODUCTS MEMORY

MARKERS–PROBLEMS WITH MEMORY

MEASURES

mbag learning 27.8.09

theory of consumer learning

consumer learning process

incidental learning

introduction learning

vicarious learning

products aparna goyal

stimulus similar

memory process

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