Consumer Learning

Rajat Singh Rajawat

Radhika Giroti
Priyanshi Agarwal
Sahil Chhabra
Divya Rajput
 LEARNING
 The process by which individuals acquire the purchase and consumption
knowledge and experience that they apply to future related behavior
 Marketers must teach consumers:
 where to buy
 how to use
 how to maintain
 how to dispose of products
LEARNING THEORIES
Classical
Conditioning

Cognitive
Learning

Operant
Conditioning
 CLASSICAL CONDITIONING
A behavioural 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.

We associate this product

with strength
I Before conditioning
Meat (US) Salivation (UR)
Bell (Neutral stimulus) No response
II During conditioning
Meat (US) + Bell (CS) Salivation (UR)
III After conditioning
Bell (CS) Salivation (UR)
I Before conditioning
Grandmother (US) Love and affection, Happiness and delight (UR)
Nivea Cream (Neutral stimulus) No response
II During conditioning
Grandmother (US) + Nivea Cream (CS) Love and affection, Happiness and
Delight (UR)
III After conditioning
Nivea Cream (CS) Love and affection, Happiness and Delight (UR)
SNICKERS Chocolate Ad
 Unconditional Stimulus: Hunger
 Unconditional Response: Irritated, Drama
 Conditional Stimulus: Hunger Snickers
 Conditional Response: Hunger Satisfaction
 https://www.youtube.com/watch?v=IuAn-3x3W80
 https://www.youtube.com/watch?v=yf39vt0MKug
Dermi Cool Ad [Aaya Mausam Dermicool ka]
 Unconditional Stimulus: Hot weather, irritation
 Unconditional Response: sweating, miliaria(sweat rash)
 Neutral Stimulus: Dermicool
 Conditional Stimulus: Dermicool in hot weather
 Conditional Response: feels- relieved and had a cooling effect
 https://www.youtube.com/watch?v=4CEg1ZxMbNo
 https://www.youtube.com/watch?v=HzErgJjLN0A
STRATEGIC APPLICATIONS OF CLASSICAL
CONDITIONING

Stimulus
Generalization
Repetition Product Line
#MeToo PRoducts
Extensions
INSTRUMENTAL
LEARNING (OPERANT
CONDITIONING)
 It was a theory given by B.F. Skinner.
 It states that behaviour can by modified
by reinforcement.
 Under operant conditioning the
behaviour modification through
1. Rewards
2. Punishment
3. Withdrawal of negative action
4. Withdrawal of cause of action
Positive Reinforcement- It is
a process of establishing a
behaviour by offering reward
on the exhibition of the
desired behaviour.
Extinction- It is a process
under which no punishment
or rewards are given for
achieving the desired
behaviour. Under this actions
causing the undesired are
removed from the root.
Punishment- It is a process
of establishing a behaviour
by punishing or penalizing if
the undesired behaviour is
shown.
Negative Reinforcement-It
is a process of establishing a
behaviour by
stopping/removing/avoiding
a negative on the exhibition
of the desired behaviour.
How Marketers use Instrumental Learning

• Positive Reinforcement - https://www.youtube.com/watch?v=TpZ-QWX6Prw

• Punishment- https://www.youtube.com/watch?v=8xOVQlqYPjk

• Extinction- https://www.youtube.com/watch?v=mehLmm7ag0s

• Negative Reinforcement- https://www.youtube.com/watch?v=sD4wgKO16Ck

 It is the process of learning through watching others, retaining the information, and
then later replicating the behaviors that were observed.

 Observational learning happens because the role models have some traits such as
appearance, accomplishment, skill that observer admires, and often it result in
positive consumer behavior.

 https://www.youtube.com/watch?v=1nIRsjYNftE
 Brand Power is an educative third-party sources of information on the products.
 People gather and interpret information about products and services and use this
information/knowledge in buying pattern.

 https://www.youtube.com/watch?v=zeBmAYJY3CQ
 https://www.youtube.com/watch?v=7D7dypUMvMY
1. Cognitive learning theories are based on how people think.
2. It also a mental process to receive, store, and apply knowledge.
3. Cognitive process to choose, focus, ignore, reflect and make decision
on changes in environment.
4. Cognitive theory came about as a reaction to behaviourism.
5. It focuses on conscious thinking.
6. It emphasis on individual’s active construction of understanding.
 https://www.youtube.com/watch?v=cIG9v6kby74