mbag learning 27.8.09
TRANSCRIPT
Amity Business School
Amity Business SchoolMBA Class of 2010, Semester III
Consumer Behaviour
“LEARNING”
Aparna Goyal
Amity Business School
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”
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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
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RELATIVELY PERMANENT CHANGE IN BEHAVIOUR ??
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ONGOING PROCESS
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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
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BEHAVIOURAL LEARNING
• Takes place as a result of responses to external events
• No focus on internal thought processes
• Emphasis on observable aspects of behaviour
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COGNITIVE LEARNING
• Importance of internal mental processes
• Active information use from environments
• Creativity and insight in learning
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Red = Done
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BEHAVIOURAL LEARNINGCLASSICAL CONDITIONING
• S1 = R1
• S2 alone = R1
• S1 + S2 = R1
• S2 = R1
S1 = UCSS2 = CSR1 = CR
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UCS - SHOPPINGCS – CREDIT CARDCR – MORE SPENDING
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UCS - HOLIDAYSCS – CLUB MAHINDRA YEARLY SCHEMESCR – OVERFLOWING HOLIDAYS
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Red = Done
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BEHAVIOURAL LEARNING
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.
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REPETITION – SR RELATIONSHIP OF COLGATE AND DENTISTS
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Red = Done
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• Cosmetic variations reduce satiation like different backgrounds, spokespersons, etc
• Substantive Variations - changes in advertisement contents across different versions
• Stimulus Generalization
• Stimulus Discrimination
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BEHAVIOURAL LEARNING
STIMULUS GENERALIZATION
• Stimuli similar to original CS evokes similar CR (Halo Effect)
• Piggybacking
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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
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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
BEHAVIOURAL LEARNING
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Red = Done
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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
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-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.
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Amity Business School
Red = Done
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BEHAVIOURAL LEARNING
REINFORCEMENT
1.POSITIVE – reward that strengthens the response
2.NEGATIVE – something not done leading to strengthening of response
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Red = Done
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BEHAVIOURAL LEARNING
PUNISHMENT
•Unpleasant events follow a response
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Red = Done
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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.
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Red = Done
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COGNITIVE LEARNING
MEMORY
•External inputs - Encoding - Storage - Retrieval
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Red = Done
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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