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Understanding Consumer Learning Theory

Consumer learning involves acquiring knowledge about consumption through various channels like observing, reading, listening, discussing, or experiencing. There are two main theories of consumer learning: stimulus response theory which sees learning as responses to external stimuli, and cognitive theory which views learning as an active mental process. Cognitive learning involves memory, logic, and retrieval functions of the brain. Branding is an effective tool for consumer learning as it acts as a tag that consumers can use to recall and retain related information.

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Niharika Satyadev Jaiswal
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27 views14 pages

Understanding Consumer Learning Theory

Consumer learning involves acquiring knowledge about consumption through various channels like observing, reading, listening, discussing, or experiencing. There are two main theories of consumer learning: stimulus response theory which sees learning as responses to external stimuli, and cognitive theory which views learning as an active mental process. Cognitive learning involves memory, logic, and retrieval functions of the brain. Branding is an effective tool for consumer learning as it acts as a tag that consumers can use to recall and retain related information.

Uploaded by

Niharika Satyadev Jaiswal
Copyright
© Attribution Non-Commercial (BY-NC)
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

Consumer Learning

PRESENTED BY:
ASHISH VERMA
ASHAMA AGGARWAL
ASHUTOSH AGARWAL
MANISH KUMAR
Learning defined

Consumer learning can be defined how an


individual acquires information and
knowledge in the matter of consumption.
Consumer learning is mostly an
unstructured and personalized process.
Varying from individual to individual, the
process uses one or more of the channels,
observing, reading, listening, discussing, or
actually experiencing.
LEARNING THEORIES

• Stimulus Response Theory (Behavioral


Learning Theory)
• Cognitive Theory
Behavioral Theories:
Theories based on the premise that learning
takes place as the result of observable
responses to external stimuli. Also known
as stimulus response theory.
Generalization

This is the phenomenon where the receiver


generalize the information receive in the
marketing message without paying attention
to the brand or recognizing the originator of
the message.
Fade Out

Learning once made is neither permanent


non-erodable.
Retention

Retention of learning that favors his


product is ultimate objective of marketer.
This retention is facilitated by continued
use of the product and continued imaging
of the brand.
COGNITIVE LEARNING
THEORY
A theory of learning based on mental
information processing, often in response
to problem solving.
This theory believes that much of the
learning that matters is based on active
search for information and active
participation and thinking by the learner.
Cognitive Theory is based on following
function of human brain:
 Memory
 Logic
 Retrieval
MEMORY

Cognitive theory
assume that all
information received
by the individual is
temporarily carried
into a brain but only a
small portion of this is
cognized and rest is
ejected.
Logic

The logic of human brain comes into play


not only after memorizing but even during
memorizing.
Once the information is cognized, logic
comes into further play as to where it
should be carried.
Retrieval

Retrieval occurs when commanded by the


logic of the brain. It is a play back of the
entire learning and the imagery for the
individual’s benefit, and helps them to
individual to make choices.
BRANDING-THE BEST
TOOL
Branding is the fundamental tool to impart
learning to a consumer. While brand in itself
may not cover an information, it acts as a
wonderful tag. You can make the consumer
pick up the tag and along with it all the
information that is learnt and store.

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