Psychological Factors Learning

Psychological Factors of Consumer Behaviour: Learning : 

© Copyright 2010 Anupam Kumar 1 Psychological Factors of Consumer Behaviour: Learning Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com

Importance of Learning : 

© Copyright 2010 Anupam Kumar 2 Importance of Learning Consumer behaviour is largely learned behaviour Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products

Learning : 

© Copyright 2010 Anupam Kumar 3 Learning Learning refers to any change in the content or organisation of long-term memory and/or behaviour Learning are the changes in an individual’s behavior arising from experience A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

Characteristics of Learning : 

© Copyright 2010 Anupam Kumar 4 Characteristics of Learning The strength of learning is influenced by: importance involvement mood reinforcement stimulus repetitions imagery

Learning Process : 

© Copyright 2010 Anupam Kumar 5 Learning Process Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort

Learning Theories : 

© Copyright 2010 Anupam Kumar 6 Learning Theories Behavioral Theories Based on observable behaviors (responses) that occur as the result of exposure to stimuli Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory. Cognitive Theories Learning based on mental information processing Often in response to problem solving

Behaviourist Perspective : 

© Copyright 2010 Anupam Kumar 7 Behaviourist Perspective Classical Conditioning Operant (Instrumental) Conditioning Drive/Motive Stimulus/Cue Response Reinforcement

Reinforcement : 

© Copyright 2010 Anupam Kumar 8 Reinforcement A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus.

Classical Conditioning : 

© Copyright 2010 Anupam Kumar 9 Classical Conditioning Unconditional Stimulus Food Aroma / Dinner served at the table Unconditioned Response Salivation Conditioned Stimulus Samachar in Doordarshan at 8:40 P.M. Conditioned Stimulus Samachar in Doordarshan at 8:40 P.M. Conditioned Response Salivation

Applications of ClassicalConditioning : 

© Copyright 2010 Anupam Kumar 10 Applications of ClassicalConditioning Repetition Stimulus generalization Stimulus discrimination Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wear out is a problem

Repetition - Three-Hit Theory : 

© Copyright 2010 Anupam Kumar 11 Repetition - Three-Hit Theory Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective The number of actual repetitions to equal three exposures is in question.

Applications of ClassicalConditioning : 

© Copyright 2010 Anupam Kumar 12 Applications of ClassicalConditioning Stimulus generalization The inability to perceive differences between slightly dissimilar stimuli. Having the same response to slightly different stimuli Helps “me-too” products to succeed Useful in product extensions

Application of Stimulus Generalization in Marketing : 

© Copyright 2010 Anupam Kumar 13 Application of Stimulus Generalization in Marketing Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations

Stimulus Generalization : 

© Copyright 2010 Anupam Kumar 14 Stimulus Generalization

Applications of ClassicalConditioning : 

© Copyright 2010 Anupam Kumar 15 Applications of ClassicalConditioning Stimulus discrimination The ability to select a specific stimulus from among similar stimuli because of perceived differences. This discrimination is the basis of positioning which looks for unique ways to fill needs

Operant/Instrumental Conditioning : 

© Copyright 2010 Anupam Kumar 16 Operant/Instrumental Conditioning Behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors. Trial precedes liking reverse is often true for classical conditioning product sampling is an example of this type of learning Stimulus Desired Response Reinforcement Increase Probability to Response to Stimulus

Cognitive Learning : 

© Copyright 2010 Anupam Kumar 17 Cognitive Learning Iconic Rote learning Vicarious learning/ modeling/ observational learning Reasoning Association between two or more concepts in the absence of conditioning a substantial amount of low-involvement learning involves iconic rote learning achieved by repeated advertising messages

Rote Learning : 

© Copyright 2010 Anupam Kumar 18 Rote Learning

Cognitive Learning : 

© Copyright 2010 Anupam Kumar 19 Cognitive Learning Vicarious learning/ modeling/ observational learning Reasoning Observe others' behaviour and adjust their own accordingly Common in both high-involvement and low involvement situations Most complex form of cognitive learning most high-involvement decisions generate some reasoning

Involvement and Learning : 

© Copyright 2010 Anupam Kumar 20 Involvement and Learning Learning under high-involvement conditions consumer has a high motivation to learn Learning under low-involvement conditions most consumer learning is in a low involvement context

Elaboration Likelihood Model : 

© Copyright 2010 Anupam Kumar 21 Elaboration Likelihood Model Theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. Highly involved consumers are best reached through ads that focus on the specific attributes of the product the central route Uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting the peripheral route

Elaboration Likelihood Model : 

© Copyright 2010 Anupam Kumar 22 Elaboration Likelihood Model

Measures of Consumer Learning : 

© Copyright 2010 Anupam Kumar 23 Measures of Consumer Learning Recognition and Recall Measures Aided and Unaided Recall Cognitive Responses to Advertising Attitudinal and Behavioral Measures of Brand Loyalty

Bibliography : 

© Copyright 2010 Anupam Kumar 24 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements: for Images and advertisement frames Dove, Pepsi, Lux, myspace.com, gallus-group.com, flickr.com

For further details / comments : 

© Copyright 2010 Anupam Kumar 25 For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com