GROUP- 1

ARCHANA BALODI 05
ATUL DIWEDI 16
NANCY KALRA 23
ALI AKBAR KATKA 25
NIDI MEHTA 37
MANSI PATEL 41
KAUSHIK SHAH 45
 CONSUMER LEARNING

DEFINITION:-

 Can be defined as relatively permanent change on

behavior occurring as a result of experience.
(experience may be of purchase and consumption)
 Types of learned behavior

 Physical learning

 Symbolic learning

 Affective learning
 Elements of consumer learning

 Motivation

 Cues

 Response

 Reinforcement
BEHAVIOR LEARNING THEORY

 Also known as “Stimulus Response Theory”.

 Concerned with inputs and outcomes of

learning, not the process

TWO TYPES:-
 classical conditioning
 operant (instrumental) conditioning
 CLASSICAL CONDITIONING

 Involved building automatic response to

stimuli
Its Strategic applications
Three basic concept derived
 Repetition
 Stimulus generalization
 Stimulus discrimination
 OPERANT CONDITIONING

 Learning in which voluntary behavior is

strengthened if it is reinforced and weakened if
it is punished

 In this the controlling stimulus comes after the

behavior but in classical conditioning it comes
before
PRINCIPLES OF REINFORCEMENTS

SKINNER identified two events – those in

which reward is given; and those in which
something bad is removed.

 Positive reinforcement

 Negative reinforcement
 OBSERVATIONAL LEARNING

 Developed by Albert Bandura

 Experiment conducted by him known a

“BOBO DOLLS”
OBSERVATIONAL LEARNING

 Definition

 Also known as vicarious learning or social

learning or modeling.

 Can be affected by positive or negative

consequences.

 Examples of Observational Learning.

 OBSERVATIONAL LEARNING

 4 Key Process of Observational Learning:-

A) Attention,

B) Retention,

C) Production,

D) Motivation.
 OBSERVATIONAL LEARNING

 Effects of Observational Learning:-

A) Teaches new behavior.

B) Increases/Decreases the frequency with

which previously learned behaviors are carried
out.

C) Can increase/decrease similar behaviors.

 COGNITIVE LEARNING
THEORY
 DEFINITION

 Theory of psychology that attempts to

explain human behavior by understanding
the thought processes

 Example
 Learning is based on

1. Mental activity.

2. Familiarity

3. Imagery
MEASURES OF CONSUMER
LEARNING

1. Recognition measures

2. Recall measures
What we will cover in this section

 What Attitude
is ?

 Theories of
Attitude
 Attitudes put people into a frame of mind for liking
or disliking things and moving toward or away from
them.

Attitudes are a composite of a consumer’s (1)

beliefs about, (2) feelings about, (3) and behavioral
intentions toward some object--within the context of
marketing, usually a brand or retail store
 AFFECT
BELIEFS (FEELING
)

BEHAVIORAL
INTENTIONS
 Beliefs : A consumer may hold both positive
beliefs toward an object (e.g., coffee tastes good) as
well as negative beliefs (e.g., coffee is easily spilled
and stains papers)

 Behavioral Intention : .  The behavioral intention is

what the consumer plans to do with respect to the
object (e.g., buy or not buy the brand).  As with
affect, this is sometimes a logical consequence of
beliefs (or affect)
 STRUCTURAL MODELS OF
ATTITUDE
 Tricomponent Attitude Model

 Multiatribute Attitude Model

 The Attitude toward behavior Model

 Theory of reasoned action Model

 Theory of trying to consume Model

 Attitude toward the AD Models

 TRICOMPONENT MODEL

 Cognitive component: consumer belief about

a brand, outlet, product, action etc, i.e. based
on personal knowledge , actual experience, the
knowledge or experience of others, or
perception.

 Affective component : consumer feelings

(likes, dislikes, neutrality) about a brand,
outlet, product, action etc flowing from beliefs
 Intention component : consumers intention to
act positively , negatively or neutrally toward
a brand, outlet, product, action etc that is
based on his her affective component stance
Model used to explain Attitude:

 Multiattribute Attitude Model

 Theory of trying to consume Model

 Attitude towards the ad models

MULTIATTRIBUTE ATTITUDE
MODEL
 This portray consumer’s attitude with regard
to an attitude object like product, service, a
direct mail as a function of consumer’s
perception and assessment of the beliefs. Its
of two types:
i. The attitude –toward-object model
ii. The Attitude- toward-Behavior model
iii.Theory- of –reasoned- action model
i. The attitude –toward-object model
This is used for measuring attitudes towards a product
category of specific brands. Eg. Reliance and Airtel
Service provider.

ii. The Attitude- toward-Behavior model

This is an individual’s attitude towards behaving or acting
with respect to an object itself. Eg buying a car.

iii. Theory- of –reasoned- action model

This represents a comprehensive integration of attitude
components into a structure that is designed to lead to
better explanations and better predictions of behavior.
Theory of Trying-to-consume
Model
 This is a model that explains the consumers
goals by their trying to consume. The trying to
consume theory is designed to an account for
the many cases in which the action of
consumer is uncertain but instead reflects the
consumers attempt to consume.eg. If I buy this
product, I may get a t-shirt free.
Attitude-Toward-the Ad models

 This is an effort put to understand the impact

of advertising or some other promotional
vehicle on consumers attitude towards a
particular brands. As the ad depicts, the
consumer forms various feeling and judgments
towards the brand.
THANK YOU