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Mod 5

COBE

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3 views7 pages

Mod 5

COBE

Uploaded by

deliciousfood463
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer Learning

 Past knowledge and experience to present circumstances


and behavior
 Intentional
 Incidental
 Elements of consumer learning
 Motives (unfulfilled needs trigger learning)
 Cues (stimuli that direct motivated behavior)
 Responses (individual’s reaction to a drive)
 Reinforcement (reward/benefits the consumer receives after
buying/using a product/service)
Behavioral Learning

 Stimulus response learning

 Classical conditioning

 Instrumental conditioning

 Observational learning
Classical conditioning

 Taught behavior and associations among stimuli through


repetition
 Unconditioned stimulus
 Conditioned stimulus
 Conditioned response
 Associative Learning (brand as friend)
 Repetition forms association (message repetition)
 Three hit theory (aware, relevance, remind)
 Stimulus Generalization (responding the same way to
slightly different stimuli, ‘me too’ product)
 Product line extension
 Product form extension
Instrumental Conditioning

 Behavioral learning based on the notion that learning occurs


through a trial and error process with habits formed as a
result of rewards received for certain responses or behavior
 Positive reinforcement (strengthen response)
 Negative reinforcement (removal of unpleasant stimulus)
 Incentivized advertising
 Extinction and forgetting (lack of engagement, link between
stimulus and expected reward cease to exist, decay)
 Customer satisfaction and retaining
 Shaping (incentive for test drive)
 Massed learning (all at once, new product launches),
Distributed learning (spread over, repeat purchase)
Observational Learning

 Learning occur when people observe and imitate behavior


 Information processing (cognitive learning)
 Sensory store, working memory(short term store), Long term
store
 Storing Data, Encoding (rehearsal, pictures take less time to
remember), Retrieval and retaining
 Information overload
 Data chunking (recode what they have already encoded)
Cognitive Learning

 Learning occurs in form of sequential mental processing of


information
 Consumer involvement
 High involvement purchases
 Low involvement purchases
 Hemispheric Lateralization (split brain theory)
 Left (reading, speaking and reasoning)
 Right (imagination and pleasure)
 Passive learning
Measures of Consumer Learning

 Recognition and recall

 Brand loyalty
 Covetous (no consistent purchase)
 Inertia (habit or convenience but no emotional attachment)
 Premium (high attachment and repeat purchase)

 Brand Equity (intrinsic value of a brand name which stems


from consumer’s perception of the brand’s superiority)

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