Welcome to - Prospect of e-Marketing in Bangladesh - …afmktpstu.weebly.com/uploads/5/4/2/4/5424898/ch_07.pdfWelcome to Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior”

Welcome to

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Chapter No: 07

of

MKT 425: Consumer Behavior

Chapter Name: Learning

Modular:

Mr. Afjal Hossain

Lecturer

Department of Marketing, PSTU

Definition

Learning are those behaviors that result from:

– Repeated experience

– Thinking.

Or, Learning as a process of understanding on

what happens in the environment.


Definition

Or,

Consumer Learning is the process by which

individuals acquire the purchase and

consumption knowledge and experience that

they apply to future purchase related behavior.

So,1. Acquiring knowledge

2. Be experienced

3. Act as a feedback

4. It is a process


Definition

Learning is commonly defined as a process that

brings together cognitive, emotional, and

environmental influences and experiences for

acquiring, enhancing, or making changes in one's

knowledge, skills, values, and world views.

Illeris, 2000; Ormorod, 1995


Elements of Learning

Four elements central to how consumers learn

from learning are:

– Drive/ Motivation: A need that moves an individual

to action

– Cue: A stimulus or symbol perceived by consumers

– Response: The action taken by a consumer to

satisfy the drive.

– Reinforcement: The reward.


Learning Theories

Learning theories - ideas about how or why change

occurs.

There are four different orientations (the first three

taken from Merriam and Caffarella 1991).

1. The behaviorist orientation to learning

2. The cognitive orientation to learning

3. The humanistic orientation to learning

4. The social/situational orientation to learning


http://www.infed.org/biblio/learning-behavourist.htm

Learning Theories (Continued)

1. The Behaviorist Orientation

The process of developing automatic responses to a situation built

up through repeated exposure to it. Or, it is simply observing the

outcomes of others behaviors and adjusting one's accordingly.

Marketers use two concepts from behavioral learning theory:

– Stimulus generalization:

- Occurs when a response elicited by one stimulus (cue) is generalized to

another.

- Using the same brand name for different products is an application of this

concept

– Stimulus discrimination:

• Refers to a person's ability to perceive differences in stimuli.

• The advertising for Bud Light beer is an example of this concept.



2. The Cognitive Orientation

– Involves making connections between two or more ideas

– Or simply learning based on mental activity is called

cognitive learning.

– Learning involves complex mental processing of information.



Figure: Information processing and memory stores


Sensory

Input Rehearsal

Sensory

Store

Forgotten,

unavailable

Working Memory(short-term store)

Encoding

Long-term

store Retrieval

Forgotten,

lostForgotten,

lost


Figure: Models of cognitive learning


SequentialStages of Processing

PromotionalModel

TricomponentModel

Decision making model

Innovation Adoption model

Innovation decision process

Attention Cognitive AwarenessKnowledge

AwarenessInterest

Knowledge

InterestAffective

Evaluation Evaluation Pursuation

Desire Purchase Trial Decision

Action Conative Postpurchaseevaluation

Adoption Confirmation

Types of Cognitive Learning Theory

1. Classical Conditioning

This theory is regarded all organisms both animal and human.

Objects are taught by behaviors (conditioning) through repetition.

Ivan Pavlov, a Russian Psychologist, conditioned learning results

when a stimulus that is interact with another stimulus that elicits a

known response serves to produce the same response when used

alone.



Figure: Pavlovian Model of Classical conditioning


Conditioned Stimulus

Bell


Bell

Unconditioned Stimulus

Meat Paste

After Repeated Pairings:

Unconditioned Response

Salvation

Conditioned Response

Salvation


Figure: Analogous Model of Classical Conditioning



8 o’clock news


8 o’clock news

Unconditioned Stimulus

Dinner aromas

After Repeated Pairings:

Unconditioned Response

Salvation

Conditioned Response

Salvation


2. Instrumental Conditioning

Instrumental theory requires a link between a stimulus and a response.

This theory believes that learning occurs through a trial and error

process.

B. F. Skinner, American Psychologist, most individual learning occurs

in controlled environment in which individuals are “rewarded” for

choosing an appropriate behavior.



2. Figure 7 – 10: A model of instrumental conditioning


Try

Brand D

Try

Brand C

Try

Brand B

Try

Brand A

Reward

Perfect fit

Unrewarded

Baggy in seat

Unrewarded

Tight in seat

Unrewarded

Legs to loose

Stimulus

Situation(Need good

looking jeans)

Repeat Behavior


3. Involvement Theory

This theory developed from a stream of research called hemispheral

lateralization, or split-brain theory. The basic premise of this theory is

that the right and left hemispheres of the brain “specialize” in the kinds

of information they process.

The left hemisphere is primarily responsible for cognitive activities such

as reading, speaking and attributional information processing. This

side is rational, active and result oriented.

The right hemisphere is concerned with nonverbal, timeless, pictorial

and holistic information. This side is emotional, metaphoric, impulsive

and intuitive.



Figure 7 – 14: Ad based on split-brain theory

Courtesy of American airlines image @ Abrams Lacagnina/Getty Images/ The Image Bank



3. The Humanistic Orientation

• A personal act to fulfill potential.

• Affective and cognitive needs

• Become self-actualized, autonomous



4. The Social/ Situational Orientation

• Interaction /observation in social contexts. Movement

from the periphery to the centre of a community of

practice

• Learning is in relationship between people and

environment.


A Comparison among four theories

Aspect Behaviorist Cognitive Humanist Social/ Situational

Learning

theorists

Thorndike, Pavlov,

Watson, Guthrie, ,

Tolman, Skinner

Koffka, Kohler, Lewin,

Piaget, Ausubel, Bruner,

Gagne

Maslow, Rogers Bandura, Lave and Wenger,

Salomon

View of the

learning

process

Change in behavior Internal mental process

(including insight,

information processing,

memory, perception

A personal act to

fulfill potential.

Interaction /observation in social

contexts. Movement from the

periphery to the centre of a

community of practice

Locus of

learning

Stimuli in external

environment

Internal cognitive

structuring

Affective and

cognitive needs

Learning is in relationship

between people and

environment.

Purpose in

education

Produce behavioural

change in desired

direction

Develop capacity and

skills to learn better

Become self-

actualized,

autonomous

Full participation in communities

of practice and utilization of

resources

Educator's

role

Arranges environment to

elicit desired response

Structures content of

learning activity

Facilitates

development of

the whole person

Works to establish communities

of practice in which

conversation and participation

can occur.

Manifestations

in adult

learning

Behavioural objectives

Competency -based

education

Skill development and

training

Cognitive development

Intelligence, learning and

memory as function of

age

Learning how to learn

Andragogy

Self-directed

learning

Socialization

Social participation

Associationalism

Conversation



Query?

Chapter No: 06: Family

Thank You

… For staying with me …


Documents

Welcome to - Prospect of e-Marketing in Bangladesh - …afmktpstu.weebly.com/uploads/5/4/2/4/5424898/ch_07.pdfWelcome to Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior”