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Consumer

Learning

Learning Objectives
1. To Understand the Process and Four Elements of Consumer
Learning.
1. To Study Behavioral Learning and Understand Its Applications to
Consumption Behavior.
2. To Study Information Processing and Cognitive Learning and
Understand Their Strategic Applications to Consumer Behavior.
4. To Study Consumer Involvement and Passive Learning and
Understand Their Strategic Affects on Consumer Behavior.

What is Consumer Learning?
 The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

The elements of consumer learning
 In order for learning to occur, four basic elements must be present.

Motivation
- Unfilled needs lead to motivation, which encourages learning.
- The degree of relevance or involvement determines the consumer’s level of motivation to search for knowledge.

The elements of consumer learning con…
Clues
- Cues are the stimuli that direct motives.
- Cues serve to direct consumer drives when they are consistent with customer expectations. - Cues mustn't upset the consumers expectation.

The elements of consumer learning con…
Response
- Consumer reaction to a drive or cue.
- Learning can occur even when responses are not overt.

The elements of consumer learning con…

The elements of consumer learning con…
Reinforcement
- Reinforcement increases the likelihood that a response will occur in the future as a result of a cue.
- Positive and absence of reinforcements.

The elements of consumer learning con…

Consumer Learning Theories
Behavioral learning theory
 Based on observable behaviors (responses) that occur as the result of exposure to stimuli.
 Two forms of behavioral learning relevance to marketing are,
1). Classical Conditioning
2). Instrumental Conditioning
3). Modeling or Observational Learning

Cognitive learning theory
• Learning based on mental information