Scribd
Upload
1K views6 pages

The Elements of Consumer Learning

The document discusses different types of consumer learning: 1) Motives activate consumers' energy and readiness to respond to cues in the environment. Marketers provide cues like packaging and pricing to influence consumers based on their motives. 2) Consumers react to motives and cues through responses, whether visible or hidden. Learning occurs from these responses. 3) Reinforcement increases the probability that consumers will respond in the future to similar motives and cues.

Uploaded by

Tanisha Agarwal
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
1K views6 pages

The Elements of Consumer Learning

The document discusses different types of consumer learning: 1) Motives activate consumers' energy and readiness to respond to cues in the environment. Marketers provide cues like packaging and pricing to influence consumers based on their motives. 2) Consumers react to motives and cues through responses, whether visible or hidden. Learning occurs from these responses. 3) Reinforcement increases the probability that consumers will respond in the future to similar motives and cues.

Uploaded by

Tanisha Agarwal
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
You are on page 1/ 6

The Elements of Consumer Learning

Cues: Cues stimulate the direction to these


motives. Cues are not strong as motives, but their
influence in which the consumer responds to
Motives: Motives allow individuals to increase
these motives. For example, in a market, the
their readiness to respond to learning. It also
styling, packaging, the store display, prices all
helps in activating the energy to do so. For
serve as cues to help consumers to decide on a
example, showing advertisements for summer
particular product, but this can happen only if the
products just before summer season or for winter
consumer has the motive to buy. Thus, marketers
clothes before winters.
need to be careful while providing cues, especially
to consumers who have expectations driven by
motives.

Responses: signifies how a consumer reacts to the


Reinforcement: It is very important as it increases
motives or even cues. The response can be shown
the probability of a particular response in the
or hidden, but in either of the cases learning takes
future driven by motives and cues.
place.
Classical Conditioning
• It refers to learning through repetition. This is
referred to as a spontaneous response to
situation achieved by repetitive exposure. It is
such a kind of a behavioral theory which says,
when a stimulus is connected to or paired with
another stimulus, it serves to produce the same
response even when used alone.
• For example, if you usually listen news at 9 pm
and have dinner too at 9 pm while watching the
news then eventually the sound of news at 9pm
may make you hungry even though you are not
actually hungry or even if the dinner is not ready.
Instrumental
Conditioning
• It is developed by B F SKINNER, an American
psychologist, he was the first to develop this
model of learning. Instrumental theory suggests
that human beings learn by trial and error
method and then find out a stimulus that can
yield best results. Then, this is subsequently
formed as a habit

• This theory is very important and applies to many


common situations in the context of consumer
behavior. It suggests that consumers learn by
means of trial-and-error method in which some
purchase behaviors result in a more favorable
outcome.
Observational Learning
• A process by which individuals
observe how others behave in
response to certain stimuli and
reinforcements. Also known as
modelling or vicarious learning.
Their role models are usually
people they admire because of
such traits as appearance,
accomplishment, skill and even
social class.

You might also like