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Consumer Behavior Chapter 7

Consumer learning involves acquiring knowledge about products and services through experience that influences future purchasing decisions. There are four elements of learning: motivation from unfulfilled needs, cues that direct attention, responses to those cues, and reinforcement of responses. Learning theories include behavioral theories like classical and instrumental conditioning, and cognitive theories focused on problem-solving and information processing. Measures of learning range from recognition and recall of advertising to brand loyalty, equity, and the use of megabrands and co-branding strategies.

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Rizky Anthony
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80 views

Consumer Behavior Chapter 7

Consumer learning involves acquiring knowledge about products and services through experience that influences future purchasing decisions. There are four elements of learning: motivation from unfulfilled needs, cues that direct attention, responses to those cues, and reinforcement of responses. Learning theories include behavioral theories like classical and instrumental conditioning, and cognitive theories focused on problem-solving and information processing. Measures of learning range from recognition and recall of advertising to brand loyalty, equity, and the use of megabrands and co-branding strategies.

Uploaded by

Rizky Anthony
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER LEARNING

BY
Rizky Anthony - 3303017044
Definition of Learning
The process by which individuals
acquire the purchase and
consumption knowledge and
experience that they apply to future
related behavior.
Elements of Learning

4 Elements
Motivation Cues Response Reinforcement
Consumer need that not Provocation or The consumer reactions Increases of the response
fullfiled lead to Stimulation that direct to the cues that will likely happen in
motivation. consumers motivation the future.
The Theories of Learning

2 Types of Learning

Behavioral Cognitive Learning


Learning
1. Classical Conditioning
2. Instrumental Conditioning
3. Observational Learning
Classical Conditioning
A learning theory according
to which a stimulus (S1) is
paired with another stimulus
(S2). The second stimulus
serves to produce the same
response of the first
stimulus when used alone
(The Pavlov experiment).
Cognitive Associative
Learning
Is a Classical Conditioning
rather than being a reflexive
action, is seen as cognitive
associative learning.
This model known as neo-
Pavlovian conditioning. The
consumer can be viewed as
an information seeker who
use logical and perceptual
relations among events.
Principles of Classical
Conditioning

Repetition

Stimulus Generalization

Stimulus Discrimination
Repetition

Repetition increases
the strength of the
association between a
conditioned stimulus
and un conditioned
stimulus and slows the
process of forgetting.
Family Branding

In the stimulus
generalization family
branding is the
practice of marketing a
whole line of company
products under the
same brand name.
Licensing

In the Stimulus
Generalization
licensing is allowing a
well known brand
name to be affixed to
products of another
manufacturer.
Product
Differentiation
In the Stimulus
Discrimination, most
product differentiation
strategies are
designed to
distinguish a product
or brand from that of
competitors on the
basis of attribute that
is relevant.
Instrumental
Conditioning

A behavioral theory of
learning based on a
trial-and-error process.
Learning occurs based
on rewards. Through
trial and error,
consumers learn
which behaviors lead
to rewards and which
do not.
Observational Conditioning
A process by which individuals
learn behavior by observing the
behavior of others and the
consequences of such
behavior.
occurs NOT through responses
directly to the consumer but by
observation of the behavior and
responses of others.
Cognitive Learning

• In Cognitive • Cognitive learning • It is closely tied to


Learning, learning focuses on problem information
involves complex solving and processing and how
mental processing consumer thinking. consumers store,
of information. retain, and retrieve
information.
Theoretical Models of Cognitive Learning
Consumer Involvement and Passive Learning

In Consumer Involvement is
focused on the degree of
personal relevance that the
product or purchase holds for
that consumer.
While in Passive Learning occurs
through repeated exposures to
the potential customers that will
lead to customer.
Measures of the Involvement

There is great variation in the


conceptualization and
measurement of consumer
involvement.
Because there is no single, clear
definition of involvement, there
are varied measures of
dimension
Recognition and Recall Measures

Recognition and Recall test are


conducted to determine wheter
the consumers rembering
seeing and ad. And extent to
which if they can recall its
content.
In recognition tests, the
consumer is shown an ad and
asked wheter he or she
remembers seeing it and can
remember any of its salient
points.
Brand Loyalty
Brand Loyalty is the
ultimate desired
outcome of consumer
learning.

Behavioral measures
are based on
observable, factual
behaviors regarding
the brand, such as
quantity purchased,
purchase frequency
and repeated buying.
Brand Equity
Brand Equity refers to
the value inherent in a
well known brand
name.

This value stems from


the consumer’s
perception of the
brand’s superiority.
And the consumer’s
trust and identification
with the brand.
Megabrands and Co-
branding
Well known brand
names are referred to
as Megabrands. With
good trust from their
customers and
reputation.
Co-branding a
relatively new strategy
and also called as
double branding. Is
which two brand name
are featured on a
single product.
THANK YOU!

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