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Consumer Learning
Presented by:-
Gursahib Singh and
Dalbir Kaur
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LEARNING
Learning is any relatively
permanent change inbehaviour that occurs as a
result of experience
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ConsumerConsumerLearningLearning
Aprocessby which
individuals acquire the
purchase and
consumptionknowledge
and experience
that they apply tofuture related behavior.
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Importance of Learningy Marketers must teach consumers:
y where to buy
y how to usey how to maintain
y how to dispose of products
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Learning Processes
y Intentional:learning acquired as
a result of a carefulsearch forinformation
y Incidental:learning acquired by
accident or withoutmuch effort
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Learning Theoriesy Behavioral Theories:Theories based on the
premise that learningtakes place as the resultof observable responsesto external stimuli. Alsoknown as stimulusresponse theory.
y Cognitive Theories:Atheory of learning based
on mental informationprocessing, often inresponse to problemsolving.
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yBehavioural Theorists view
learning as observable responses tostimuli, whereas CognitiveTheorists believe that learning is a
function of mental processing.
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Behavioral Learning Theories
1. Classical Conditioning
2. Instrumental or operant Conditioning
3. Modeling or Observational Learning or Sociallearning theory
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1. CLASSICAL CONDITIONING
GIVEN BY:-IVAN PAVLON
According to this theoryassosiation of one event withanother desired event resulting in a
behavior.
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ClassicalClassicalConditioningConditioning
A behavioral learningtheory according to
which a stimulus is
paired with another
stimulus that elicits a
known response that
serves to produce the
same response whenused alone.
ClassicalClassicalConditioningConditioning
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GIVEN BY:-IVAN PAVLON
According to this theory
assosiation of one event withanother desired eventresulting in a behavior.
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Pavlovian Model of Classical
Conditioning
Unconditioned Stimulus
Meat paste
Conditioned Stimulus
Bell
Unconditioned ResponseSalivation
Conditioned Stimulus
Bell
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
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Analogous Model of Classical
Conditioning
Unconditioned Stimulus
Dinner aroma
Conditioned Stimulus
6 oclock news
Unconditioned ResponseSalivation
Conditioned Stimulus
6 oclock news
Conditioned Response
Salivation
AFTER REPEATED PAIRINGS
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Given by:-B.f skinner
It says that behavior of one if afunction of its consequences.
A process by which individuals
observe the behavior of others,and consequences of suchbehavior.
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InstrumentalInstrumental
(Operant)(Operant)
ConditioningConditioning
A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
the result of positiveexperiences
(reinforcement)
resulting from certainresponses or
behaviors.
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3.SOCIALLEARNINGTHEORYIt is also called observational
learning
According to this theory,individual learns by observingmodels , parents, teachers,
pictures, bosses ,artists, andothers
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Consumers
Learn by
Modeling
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SOCIALLEARNING PROCESS
ATTENTION RETENTION
PRODUCTION
PROCESS
REINFORCEMENT
PROCESS
SOCIALLEARNING
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COGNITIVETHEORY
It says that behavior of one is
depend upon his thoughts,knowledge, interpretation, orideas about himself and his
environment.
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Cognitive Associative Learning
yA cognitive theory of human learning patternedafter computer information processing that focuses
on how information is stored in human memoryand how it is retrieved.
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Appeal to
Cognitive
Processing
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CognitiveCognitive
LearningLearning
TheoryTheory
Holds that the kindof learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control overtheir environment.
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THANK YOU