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Consumer Learning.pptx - Consumer Learning Consumer...

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Consumer Learning
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A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.Consumer Learning
Intentionallearning acquired as a result of a careful search for informationIncidentallearning acquired by accident or without much effortLearning Processes
Marketers must teach consumers:where to buyhow to usehow to maintainhow to dispose of productsImportance of Learning
Elements of consumer learningMotivationCuesResponseReinforcement
MotivationUnfilled needs lead to motivationCuesStimuli that direct motivesResponseConsumer reaction to a drive or cueReinforcementIncreases the likelihood that a response will occur in the future as a result of a cue
Learning TheoriesBehavioural Theories: 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: A theory of learning based on mental information processing, often in response to problem solving.
Classical ConditioningInstrumental ConditioningModeling Observational LearningABBehavioral Learning Theories
Classical/Pavlovian ConditioningOperant/Instrumental ConditioningIt is a type of learning in which an individual's behavior is modified by its antecedents and consequences.It is a process of behavior modification made famous by Ivan Pavlov and his experiments conducted with dogs.Behavioral LearningIvan PavlovB. F. Skinner
A behavioral 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.Pairing a stimulus with another stimulus that elicits a known response to produce the same response when used alone.Classical Conditioning
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Model of Classical Conditioning
Dinner aroma8 O'clock News8 O'clock NewsYou are hungryYou are hungry
RepetitionIncreases the association between the conditioned and unconditioned stimulusSlows the pace of forgettingAdvertising wear out is a problembut over time may result in advertising wearout.Cosmetic variationsStrategic Applications of Classical Conditioning
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Three-Hit TheoryRepetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effectiveThe number of actual repetitions to equal three exposures is in question.
Stimulus generalization

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