CONSUMER LEARNING

Meaning and Definition of Learning

Learning may be described as The process of acquiring the ability to respond adequately to a
situation which
may or may not have been previously encountered, the favorable modification of response
tendencies
consequent upon previous experience, particularly the building of a new series of complex
coordinated motor
response; the fixation of times in memory so that they can be recalled or organized; the process
of acquiring
insight into situation. Thus, learning can be defined as a relatively permanent change in
behavior as a result of
prior experiences.
According to E. R. Hilgard, Learning is a relatively permanent change in behavior that occurs
as a result of
prior experience.
Ironically, it can be said that change in behavior indicates that learning has taken place and that
learning is a
change in behavior.
According to W. McGehee, Learning has taken place if an individual behaves reacts; respond
as a result of
experience in a manner different from the way he formerly behaved.

Nature of Learning
Consumers learning is an important component of their behavior. Learning certainly occurs
intentionally, as
when a problem is recognized and information is acquired about products which might solve the
problem.
Consumer learning can occur unintentionally and this type of learning can strongly influence
the behavior of
consumers.
Learning mechanism helps consumers to adapt to a changing environment. Consequently,
knowledge of
learning principles can be useful in understanding how consumers wants and motives are
acquired and how
their tastes are developed.
Learning is essential to the consumption process. In fact, consumer behavior is largely learned
behavior. People
acquire most of their attitudes, values, tastes, behaviors, preferences, symbolic meanings, and
feelings through
learning. Culture and social class through such institutions as schools and religious
organizations, as well as
family, friends, mass media, and advertising, provide learning experiences that greatly influence
the type of
lifestyle people seek and the products they consume.
Learning is any change in the content or organization of long-term memory or behavior. Thus,
learning is the
result of information processing.

Conditions for learning
There are following two conditions:
1) Whatever knowledge is being acquired, it should be reflected in the behavior, i.e., knowledge
should be
implemented.
2) Change should last for a considerable period of time, i.e., it should not be temporary, and
rather it should be
permanent.
1. Learned Behavior
A learned behavior is a behavior that was observed by an individual that they find it to be
beneficial to them in
some way, there's a motivating factor behind it, and also it can be conditioned. The learned
behavior is a
conditioned response to a stimulus through either voluntary or unvoluntary intent.
A learned behavior is some type of action or reflex that learns. For example tying r shoes is a
learned behavior
crying is not.
It is adaptive modification of behavior by experience. Genetic constraints may limit what can be
learned.