Consumer Learning 4z2r6a

PHI Learning

Consumer Learning 149

PHI Learning

Consumer Learning • It is the cognitive process of acquiring skill and knowledge; learning is the acquisition and development of memories and behaviours, including skills, knowledge, understanding, values, and wisdom.

Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar

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Importance of Learning • Marketers must teach consumers: where to buy by whom and for whom the purchase is to be done how to use, feel and perceive the product how to maintain the product how to dispose of products


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Learning Taxonomy

Learning Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar

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Learning Theories Behavioural Theories Theories based on the premise that learning takes place as a result of observable responses to external stimuli. Also known as stimulus response theory.

Cognitive Theories A theory of learning based on mental information processing, often in response to problem solving.


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Learning Processes Intentional

Incidental

Learning acquired as a Learning acquired by result of a careful accident or without search for information. much effort.


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Elements of Learning Theories 1. 2. 3. 4.

Motivation Cues Response Reinforcement • • • •

Stimulus Drive Response Reinforcement


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Reinforcement

A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.


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Stimulus Generalization

The inability to perceive differences between slightly dissimilar stimuli.


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Reinforcement Positive Reinforcement Positive outcomes that strengthen the likelihood of a specific response Example: Ad showing beautiful hair as a reinforcement to buy shampoo

Negative Reinforcement Unpleasant or negative outcomes that serve to encourage a specific behaviour Example: Ad showing wrinkled skin as reinforcement to buy skin cream


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Observational Learning

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


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Components Of Observational Learning

Attention

Retention

Production Process

Motivation

Observational Learning


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Cognitive Learning Theory

Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.


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Classical Conditioning

A behavioural learning theory, according to which a stimulus is paired with another stimulus that elicits a known response which serves to produce the same response when used alone.


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Models of Classical Conditioning


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Instrumental (Operant) Conditioning

A behavioural theory of learning based on trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviours.


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Operant Conditioning (Cont.) is the process in which the frequency of occurrence of a bit of behaviour is modified by the consequences of the behaviour. If positively reinforced, the likelihood of the behaviour being repeated increases. If punished, the likelihood of the behaviour being repeated decreases. Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar

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Operant (or instrumental) conditioning (Cont.)

Stimulus Response

Reward

Can you explain habit?

Reinforcement


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PHI Learning

Instrumental (Operant) Conditioning (Cont.)

Reinforcement

Behaviour

Likelihood Of Behaviour

Negative Reinforcement

NOT the same thing! Punishment

Likelihood Of Behaviour


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Memory • Short term (compare to RAM ‐‐> volatile) – mnemonic devices

• Long term (compare to hard disk ‐‐> longer in duration but imperfect—“I it well…”)

STM

REHEARSAL

LTM

DECAY Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar

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Retention Information is stored in long‐term memory Episodically: by the order in which it is acquired Semantically: according to significant concepts Total package of associations is called a schema. 177


PHI Learning

Role of Memory in Learning

Stages 1. Encode 2. Storage 3. Decode and retrieval


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Recognition vs. Recall Recognition ing with stimulus Recall/Retrieve ing without stimulus


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The Cycle of ing Learning

Short-term Memory

Long-term Memory

Retrievall


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The consumer observes a positive response by two teens.


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Information Processing

• Relates to cognitive ability and the complexity of the information. • Individuals differ in imagery–their ability to form mental images, which influences recall.


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Information Processing and Memory Stores


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Information Processing

• Movement from short‐term to long‐term storage depends on: • Rehearsal—cognitive practice • Encoding—memory’s associations or the way information is stored. Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar

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Consumer Learning 4z2r6a

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