See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/351285872
CONSUMER LEARNING
Presentation · May 2021
CITATIONS READS
0 906
1 author:
Ca Vinod Sharma
73 PUBLICATIONS 4 CITATIONS
SEE PROFILE
Some of the authors of this publication are also working on these related projects:
Emerging Technologies View project
COVID-19 and FUTURE OF HIGHER EDUCATION View project
All content following this page was uploaded by Ca Vinod Sharma on 03 May 2021.
The user has requested enhancement of the downloaded file.
CONSUMER
LEARNING
CONSUMER
LEARNING
The process by which individuals
acquire the purchase and
consumption knowledge that
they apply to their future buying
and consumption behaviour
CONSUMER
LEARNING
The process by which people
gather and interpret information
about products and services and
use that information/knowledge in
their buying and consumption
behaviour
CONSUMER
LEARNING
The process may be related to
Enhancement of Knowledge,
Enhancement of Skills and
Expertise.
MOTIVATION
CONSUMER
CUES
LEARNING
THE ELEMENTS.
RESPONSE
REINFORCEMENT
MOTIVATION
CONSUMER
CUES
LEARNING
Unfilled Needs &
THE ELEMENTS.
Desires
RESPONSE
REINFORCEMENT
CUES
CONSUMER
RESPONSE
LEARNING
Stimulus that directs THE ELEMENTS.
REINFORCEMENT
the motives
(Packaging, Price, Place and Promotion)
RESPONSE
REINFORCEMENT
CONSUMER
LEARNING
Reaction to the THE ELEMENTS.
Stimulus - Cues
REINFORCEMENT
CONSUMER
CUES
LEARNING
Behavioural Change THE ELEMENTS.
RESPONSE
Positive / Negative
(Increase in the possibility of a
REINFORCEMENT
behavioural change in the future)
CONSUMER
LEARNING
THEORIES &
APPROACHES
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
COGNITIVE Theory of
THEORIES & learning
APPROACHES
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
THEORIES & Based on observable
APPROACHES responses to external stimuli
or as a relationship between
stimulus and response
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
THEORIES & A. Classical Conditioning
APPROACHES B. Instrumental Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Classical Instrumental
Conditioning Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Stimulus when paired with
Classical another stimulus that evokes
Conditioning a known response serves to
produce the same response
when used alone.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Classical
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Classical Repetition creates association
Conditioning Stimulus generalization
Stimulus discrimination
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Thirst (An Unconditioned Response) is generated
physical factors like heat, sports, workout, dehydration
Classical etc. (An Unconditioned) Stimuli). They have associated
Conditioning with all the Unconditioned Stimuli like heat, sports.
COKE & PEPSI “Thanda Matlab Coca Cola "plays the part of a
Conditioned Stimulus which is placed along with the
Unconditioned Stimuli.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Dermi Cool
Classical
“Aaya mausam thande thande Dermi cool ka”
Conditioning
Examples: Fair n Lovely winter fairness cream
“Sardiyon mein nikhar ghatega nahin badhega”
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Learning is based on Trial-
Instrumental and-Error process where
Conditioning habits are formed because
of positive reinforcement
from certain responses or
behaviour.
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Instrumental
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Behavioural Reinforcement
Instrumental
Conditioning
CONSUMER
LEARNING BEHAVIOURAL Theory of
learning
Instrumental Customer Satisfaction
Conditioning Positive Reinforcement
Examples: Importance of Relationship Marketing
CONSUMER
LEARNING COGNITIVE Theory
of learning
THEORIES & Based on a person’s conscious
APPROACHES and deliberate information
processing and storage
activity in response to
problem solving.
CONSUMER
LEARNING COGNITIVE Theory
of learning
Learning is through direct
experience, observation and
imitation (modelling).
CONSUMER
LEARNING COGNITIVE Theory
of learning
Learning by observing the
behaviour and the
consequences is referred as
MODELLING or VICARIOUS
LEARNING
CONSUMER
LEARNING COGNITIVE Theory
of learning
Understand how
a topic fits into
the larger context
Build on past Reflecting and
knowledge to creating new
improve the recall connections
CONSUMER
LEARNING COGNITIVE Theory of learning
Discovery Meaningful Verbal
Learning Learning
CONSUMER
LEARNING COGNITIVE Theory of learning
Learning anything, at any age,
Discovery Is possible provided it is
Learning stated in terms that can
understood by the learner.
CONSUMER
LEARNING COGNITIVE Theory of learning
Meaningful Learning can take
place by strengthening the Meaningful Verbal
cognitive sturcture. Learning
CONSUMER
LEARNING COGNITIVE Theory of learning
Meaningful Learning takes
place when idea to be learned Meaningful Verbal
is related to existing ideas Learning
that the learner already
possesses.
CONSUMER
LEARNING
BEHAVIOURAL Theory of Learning influenced by
learning person’s external environment
COGNITIVE Theory of
learning
CONSUMER
LEARNING
BEHAVIOURAL Theory of
learning
COGNITIVE Theory of Learning influenced by
learning person’s internal environment
(Person’s conscious, deliberate information processing and
storage ability)
View publication stats
