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LEARNING

defn, process,learning theories

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N.Usha Rao
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31 views3 pages

LEARNING

defn, process,learning theories

Uploaded by

N.Usha Rao
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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LEARNING -DEFINITION

• process by which individuals acquire the purchase and consumption knowledge and
experience that they apply to future transactions
• is a continuously evolving process changing as a result of newly acquired knowledge &
actual experience
• newly acquired knowledge & an individual’s actual experience relating to purchase serve as
a feedback to the individual & basis for future purchase
FEATURES-
• involves change in behaviour
• Change in behaviour is relatively permanent
• “ takes place because of acquiring knowledge & experience
• learning must be reinforced to have an impact
– + ve reinforcement – pleasant feeling associated with purchase & stays loyal.
– - ve reinforcement- learning associated with purchase , will not buy the same product
in future
• Its a cognitive process
• Is a continuous process
• may be intentional / incidental
• Consumer learning significant for mktg- plan mktg strategies, consumer guidance
(products, attributes, benefits, 5W’s & 1H, disposing, differentiate from competitors)
LEARNING THEORIES
Classical conditioning-
• Form of learning based on association
• initially stimulus is neutral, later on acquires the capacity to evoke reactions
due to repeated pairing with another stimulus
• occurrence of one stimulus indicates that another will follow.
• ex. When one event occurs regularly before another, that becomes an
indication for occurrence of another. Gradually we give same kind of reaction
to the first as we give to the second
Instrumental learning-
• Theorists believe that learning process occurs through a trial &error process.
• Ex. After trying many hair salons, consumer goes to another one. Finally he
identifies that only one salon satisfies him. He will always prefer going to that
salon.
• This shows how consumer loyalty is formed
Observational learning
• considerable amount of learning takes place due to observation of other’s buying
process.
• consumers observe how others respond to a particular situation & they imitate
the positively
COGNITIVE LEARNING THEORY-
• Learning based on mental activity is called cognitive learning.
• learning also happens because of consumer’s thinking and problem solving
capacity
• sometimes sudden realization helps to solve the problem being faced.
• collecting info followed by careful evaluation leads to best possible product
• learning involves complex mental processing of info.
INVOLVEMENT THEORY -
• Developed from the research on Split brain theory.
• left side of the brain is rational , active, realistic while right side is artistic, creative
• TV viewing people considered as right brain activated people were subjected to emotional
& impulsive ads.
• Newspapers readers are left brain activated consumers hence ads are processed in
complex sequence of cognitive stages.

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