logging in or signing up Consumer Behavior ch6 toro Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 4638 Category: Education License: All Rights Reserved Like it (2) Dislike it (1) Added: June 30, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: ap2507 (24 month(s) ago) Hi, crisp and concise presentation that will help understand the relation between learning and consumer behaviour. Thanks for sharing the PPT. Saving..... Post Reply Close Saving..... 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See all Premium member Presentation Transcript Consumer Learning : Consumer Learning Characteristics : Almost origin from a previous experience & define the future behavior Def : behavioral changes results by a previous experience : the permanent behavioral changes results by receive experience not necessary occurring direct to consumer but may be occurring with others , incidental learning Types : 1. Behavioral learning 2. Cognitive learning Slide 2: Behavioral learning or Experience learning Def : respond developing process toward the automatic incident basis of the repetitive doing : basis of consumer’ s perception to the stimuli and response Theory : 1. Classical conditioning 2. Operant conditioning Cognitive learning or Conceptual learning Def : learning bypass process thinks of reason and intelligence for solving problem without an indirect experience : summary many concept to conclude big idea or simple learning for observing the other behaviors adjust to your behavior “Observational learning” Slide 4: Component : 1. Major criteria 1.1 CS offer before UCS , short duration time for responding 1.2 CS offer before UCS , predicting exactly response , In Ads. may present product before stimulus 1.3 CS & UCS are more dominance and creak or value than others 1.4 Density of response basis of either UCS or CS Slide 5: 2. Experimental and Finding Classical condition 2.1 Fear learning experiment (Watson and Rayner) : How does fear occurring ? base on stimulus condition learning process : white rat (CS) baby satisfy (non conditioned response ; CR) : hit iron (UCS) baby fear and cry (unconditioned response ; UCR) : rat & hit iron many time baby seeing rat fear and cry conclude : fear occurring by stimulus condition learning process 2.2 Generalization : baby fear others white color , stimulus generalization , response generalization Slide 6: 2.3 Reinforcement Def : things that resulted after response and addition trend to response in same situational 2.4 Extinction and spontaneous recovery Operant conditioning theory or Instrumental conditioning Def : trial and error behavior relate specific action and result (reward) , taking addition frequency & possible of response in the future time : learning pattern that result of taking action behavior consequence to contingency the future behavior Slide 7: Reinforcement of operant conditioning Behavior A reward positive reinforcement Behavior B punishment negative reinforcement Behavior C no reward non contingency B.F. Skinner : Skinner’s box : study operant conditioning from rat & pigeon , trial and error Slide 8: concluding: Pavlov (classical conditioning) responsible means exactly or no choosing “ reflexive behavior” Skinner (operant conditioning) is volunteer behavioral “ positive reinforcement” will be occurred in the future but “negative reinforcement” will be rejected in the future Applying operant conditioning to marketing Stimulus consume reinforcement Trend to response Slide 9: New technic : Shaping Def : using influence to persuade new behavior “step by step” by continuous reinforcement (Hawkins , Best & Coney) Step 1 : delivery product to home Step 2: taking coupon that enclose with others product buying in special price Step 3: full line pricing Positive reinforcement 1.Direct mail or telemarketing to consumer 2.Trading stamps , off price and rewards 3.Coupon , special price 4.Free samples , voucher , trial 5.Decorate area Slide 10: Cognitive learning Def : learning that origin from individual mental activity process (brain) , problem solvers , insight & problem-solving skills base on influence of individual memory , expectations , desired goals. Processing center Memory Stimulus Desired goals Response Expectation Slide 11: Kohler’s experiment : study monkey’s behavior to solve feeding banana solution with boxes in cage Assael : 1.Recognition of a goal 2.Purposive behavior to achieve the goal 3.Insight as to a solution 4.Goal achievement Slide 12: Goal behavior insight goal achievement Comparison with consumer decision making process 1.Need recognition same as step 1 2.Alternative evaluation same as step 2 3.Purchasing same as step 3 4.Outcomes same as step4 Slide 13: Observational learning Def : origin from linking between thinking of a reason and operant condition , call “vicarious learning or modeling” or “social learning” , patterns of behavior Concept : 1.Symbolic beings : future’s insight 2.Cloning : looking for action from the others 3.Controlling : rewards or punishing yourself You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Consumer Behavior ch6 toro Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 4638 Category: Education License: All Rights Reserved Like it (2) Dislike it (1) Added: June 30, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: ap2507 (24 month(s) ago) Hi, crisp and concise presentation that will help understand the relation between learning and consumer behaviour. Thanks for sharing the PPT. Saving..... Post Reply Close Saving..... Edit Comment Close By: islamezz (30 month(s) ago) this presentation is very useful for learning 'consumer learning process' and as well as for using the same as a teaching aid Saving..... Post Reply Close Saving..... Edit Comment Close By: peters (31 month(s) ago) machaa i need this ppt slide very badly please .... Saving..... Post Reply Close Saving..... Edit Comment Close By: munna1243 (31 month(s) ago) plese mail this pcchadha@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: pratsb (31 month(s) ago) hello sir plzz send dis presentation as it is really useful 4 my learning...thanku... Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Consumer Learning : Consumer Learning Characteristics : Almost origin from a previous experience & define the future behavior Def : behavioral changes results by a previous experience : the permanent behavioral changes results by receive experience not necessary occurring direct to consumer but may be occurring with others , incidental learning Types : 1. Behavioral learning 2. Cognitive learning Slide 2: Behavioral learning or Experience learning Def : respond developing process toward the automatic incident basis of the repetitive doing : basis of consumer’ s perception to the stimuli and response Theory : 1. Classical conditioning 2. Operant conditioning Cognitive learning or Conceptual learning Def : learning bypass process thinks of reason and intelligence for solving problem without an indirect experience : summary many concept to conclude big idea or simple learning for observing the other behaviors adjust to your behavior “Observational learning” Slide 4: Component : 1. Major criteria 1.1 CS offer before UCS , short duration time for responding 1.2 CS offer before UCS , predicting exactly response , In Ads. may present product before stimulus 1.3 CS & UCS are more dominance and creak or value than others 1.4 Density of response basis of either UCS or CS Slide 5: 2. Experimental and Finding Classical condition 2.1 Fear learning experiment (Watson and Rayner) : How does fear occurring ? base on stimulus condition learning process : white rat (CS) baby satisfy (non conditioned response ; CR) : hit iron (UCS) baby fear and cry (unconditioned response ; UCR) : rat & hit iron many time baby seeing rat fear and cry conclude : fear occurring by stimulus condition learning process 2.2 Generalization : baby fear others white color , stimulus generalization , response generalization Slide 6: 2.3 Reinforcement Def : things that resulted after response and addition trend to response in same situational 2.4 Extinction and spontaneous recovery Operant conditioning theory or Instrumental conditioning Def : trial and error behavior relate specific action and result (reward) , taking addition frequency & possible of response in the future time : learning pattern that result of taking action behavior consequence to contingency the future behavior Slide 7: Reinforcement of operant conditioning Behavior A reward positive reinforcement Behavior B punishment negative reinforcement Behavior C no reward non contingency B.F. Skinner : Skinner’s box : study operant conditioning from rat & pigeon , trial and error Slide 8: concluding: Pavlov (classical conditioning) responsible means exactly or no choosing “ reflexive behavior” Skinner (operant conditioning) is volunteer behavioral “ positive reinforcement” will be occurred in the future but “negative reinforcement” will be rejected in the future Applying operant conditioning to marketing Stimulus consume reinforcement Trend to response Slide 9: New technic : Shaping Def : using influence to persuade new behavior “step by step” by continuous reinforcement (Hawkins , Best & Coney) Step 1 : delivery product to home Step 2: taking coupon that enclose with others product buying in special price Step 3: full line pricing Positive reinforcement 1.Direct mail or telemarketing to consumer 2.Trading stamps , off price and rewards 3.Coupon , special price 4.Free samples , voucher , trial 5.Decorate area Slide 10: Cognitive learning Def : learning that origin from individual mental activity process (brain) , problem solvers , insight & problem-solving skills base on influence of individual memory , expectations , desired goals. Processing center Memory Stimulus Desired goals Response Expectation Slide 11: Kohler’s experiment : study monkey’s behavior to solve feeding banana solution with boxes in cage Assael : 1.Recognition of a goal 2.Purposive behavior to achieve the goal 3.Insight as to a solution 4.Goal achievement Slide 12: Goal behavior insight goal achievement Comparison with consumer decision making process 1.Need recognition same as step 1 2.Alternative evaluation same as step 2 3.Purchasing same as step 3 4.Outcomes same as step4 Slide 13: Observational learning Def : origin from linking between thinking of a reason and operant condition , call “vicarious learning or modeling” or “social learning” , patterns of behavior Concept : 1.Symbolic beings : future’s insight 2.Cloning : looking for action from the others 3.Controlling : rewards or punishing yourself