Consumer Learning - maymaydr
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WE FIND WAYS THINK DIFFERENT Bosing sa KAPUTIAN JUST DO IT Connecting people Open happiness Finger lickin' good
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Transcript of Consumer Learning - maymaydr
WE FIND WAYSTHINK DIFFERENT Bosing sa
KAPUTIAN
JUST DO IT
Connecting people
Open happiness
Finger lickin' good
CONSUMER LEARNING
OBJECTIVES:
The Elements of Consumer Learning
2 General Categories of Learning
Theory
Measures of
Consumer Learning
Behavioral Learning Theories
Cognitive Learning Theory
CONSUMER LEARNING
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
Continually evolves and
changesGained from
reading, discussion,
observation and thinking
knowledge + experience = FEEDBACK
Intentional(careful search)
Incidental(accident/
without much effort)
Importance of Consumer Learning
where to buyhow to use
how to maintainhow to dispose of products
Elements of Consumer Learning
Motivation
Cues
Response
Reinforcement
Motivation
based on needs and goals
acts as a spur to learning
Motivation
price
quality
characteristics
Cues
stimuli that give direction to the motives
serve to direct consumer drives when they are consistent with consumer expectations
Cues
advertise
price
style
packaging
store display
Response
it is how individuals react to a drive or cue
physical exercise
Reinforcement
increases the likelihood that a
specific response will occur in the
future as the result of particular
cues or stimuli.
REWARD
2 General Categories of Learning Theory
Behavioral learning theory
Cognitive learning theory
Behavioral learning theory
sometimes referred to as stimulus-response theory
because they are based on the premise that observable responses to specific external stimuli signal
that learning has taken place
Behavioral learning theory
STIMULUS
RESPONSE
Behavioral learning theory
Classical conditioning
Instrumental
conditioning
Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
