LEARNING Learning is a behavioral modification that occurs
• LEARNING • Learning is a behavioral modification that occurs through experience or conditioning. According to the behavioral learning theory, learning in a consumer occurs from exposure to external stimuli such as advertising and according to the cognitive learning theory, consumer learning takes place by a process of internal knowledge transfer.
The basic charecterisics of learning are a. Motivation b. Cues – Cues are stimuli that direct motives c. Response- How an individual respond to a cue constitute response • d. Reinforcement-It is that which increases the liklihood that a specific response will occur in the future as a result of particular cues or stimuli • •
• Two major forms of learning are classical conditioning and intrumental(or operant ) conditioning • CLASSICAL CONDITIONING • Conditioning is a form of learning. Conditioning can be defined as "a learning process in which an organism's behavior becomes dependent on the occurrence of a stimulus in its environment. " Ivan Pavlov a Russian physiologist, demonstrated conditioning by conducting experiments on dogs. • Classical conditioning is the learning of the association among events that allows the organism to anticipate and represent its environment. It is a cognitive associative learning
• The most important aspects of classical conditioning are • A. Repetition- Repetition increases the strength of association between a conditioned stimulus and a unconditined stimulus and slows the process of forgetting. • B. Stimulus generalization – learning depends not only on repetition but also on the ability of the individuals to generalize. Making the same response to slightly different stimulus is called stimulus generalization. e. g family branding • C. Stimulus discrimination- stimulus discrimination is the opposite of stimulus generalization. It is the selection of a specific stimuli from among similar stimuli.
• Instrumental conditioning, like classical conditioning, also has an association between stimulus and response but in instrumental conditioning, the stimulus that provides the most rewarding response will be learned When the environmental conditions reward a certain behavior it is said to be a positive reinforcement.
• When a particular behavior results in punishment or less satisfaction, the individual will try to avoid such behavior. This is called negative reinforcement. • COGNITIVE LEARNING • According to cognitive learning theory, the human mind processes the information it receives from the environment. There are three stages in the memory of a human being. They are sensory memory store, short-term memory store, and long-term memory store.
• REHEARSAL AND ENCODING • The amount of information available for delivery from short term storage to long term storage depends on the amount of rehearsal it receives. Rehearsing is by repeating or by relating it to other data. Encoding is the process by which we select a word or visual image to represent a perceived image. For e. g Mcdonalds use the big M sign. • RETENTION • It is the storage of information in the memory. • Information is stored in the memory episodically(by the order in which it is acquired) and semantically(According to significant concepts) Activation involves relating new data to old to make the material more meaningful. Associations brought o mind when a cue is activated is called Schema.
• Brand imprinting refer to the messages sent to establish a brand’s identity. • Soul symbolism mean that the sounds associated with a particular brand which conveys some meaning to the customer. • Brand’s linguistic charecteristics e. g unusual spellling impact the encoding and retention of the brand name. • RETREIVAL It is the process by which we recover information from long term storage
• The theoretical models of cognitive learning are : • Promotional model like AIDA • Tricomponent model • Decision making model • Innovation adoption model • Innovation decision model
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