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Consumer Behavior Learning Theories

The document discusses learning and consumer behavior theories. It defines learning as a relatively permanent change in behavior resulting from experience. It outlines the key elements of learning, including motives, cues, responses, and reinforcement. The document then discusses classical conditioning and instrumental conditioning theories. It provides strategic applications of classical conditioning, including repetition, stimulus generalization, and stimulus discrimination. Finally, it briefly mentions memory.

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adhil
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3 views12 pages

Consumer Behavior Learning Theories

The document discusses learning and consumer behavior theories. It defines learning as a relatively permanent change in behavior resulting from experience. It outlines the key elements of learning, including motives, cues, responses, and reinforcement. The document then discusses classical conditioning and instrumental conditioning theories. It provides strategic applications of classical conditioning, including repetition, stimulus generalization, and stimulus discrimination. Finally, it briefly mentions memory.

Uploaded by

adhil
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

Amity International Business School

AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA/3CMBA, Semester IV
CONSUMER BEHAVIOUR
KOKIL JAIN

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Amity International Business School

LEARNING DEFINED
IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR
OCCURING AS A RESULT OF EXPERIENCE.
TYPES OF LEARNED BEHAVIOUR
• PHYSICAL BEHAVIOUR
• SYMBOLIC LEARNING AND PROBLEM SOLVING
• AFFECTIVE LEARNING

2
Amity International Business School

PRINCIPLE ELEMENTS OF LEARNING


• MOTIVE- they arouse individuals ,thereby increasing their
readiness to respond
• CUES- It is a weak stimulus not strong enough to arouse
consumers, but capable of providing direction to motivated activity
• RESPONSE- mental or physical activity the consumer makes in
reaction to a stimulus situation.
• REINFORCEMENT- anything that follows a response and increases
the tendency of response to reoccur in a similar situation.

3
Amity International Business School

THEORIES OF LEARNING
CLASSICAL CONDITIONING

UNCONDITIONED
STIMULUS UNCONDITIONED
MEAT PASTE RESPONSE
SALIVATION
CONDITIONED
STIMULUS
BELL

AFTER REPEATED PAIRINGS


CONDITIONED CONDITIONED
STIMULUS RESPONSE
BELL SALIVATION

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Amity International Business School

CREATION OF A STRONG ASSOCIATION BETWEEN CS


AND US REQUIRES

1. FORWARD CONDITIONING (i.e. CS should precede US)


2. Repeated pairings of CS and US
3. A CS and US that logically belong to each other
4. A CS that is novel and unfamiliar
5. A US that is biologically or symbolically salient

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Amity International Business School

STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING


1. REPETITION
ADVERTISING WEAROUT

COSMETIC VARIATIONS

SUBSTANTIATIVE WEAROUT

THREE HIT THEORY

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Amity International Business School

7
Amity International Business School

STIMULUS GENERALISATION
1. PRODUCT LINE,FORM AND CATEGORY EXTENSIONS
2. FAMILY BRANDING
3. LICENSING
STIMULUS DISCRIMINATION
1. POSITIONING
2. PRODUCT DIFFERENTIATION

8
Amity International Business School

INSTRUMENTAL CONDITIONING

TRY UNREWARDED
BRAND A BAD FIT

STIMULUS TRY UNREWARDED


SITUATION BRAND B LIMITED STYLES
NEED
NEW
SHOES UNREWARDED
TRY BRAND C
NOT COMFORTABLE

REWARD
TRY BRAND D
PERFECT FIT

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REPEAT BEHAVIOUR
Amity International Business School

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Amity International Business School

11
MEMORY
Amity International Business School

12

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