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M4.pptx
1. LEARNING
According to Kotler’s Definition, learning
involves changes in an individual’s behavior
arising out of the experience. Most of the
human behavior is learned over time, out of
the experience.
6. INSTRUMENTAL CONDITIONING
• In Instrumental Conditioning, the stimulus that results in
the most satisfactory response is the one that is learned.
• In consumer behavior terms, it suggests that consumers
learn by trial and error process in which some purchase
behaviours results in more favourable outcomes (i.e.,
rewards) than other purchase behaviours. A favourable
experience is “instrumental” in teaching the individual to
repeat a specific behavior.
10. Cognitive learning theory: Neo-Pavlovian
Model
• A considerable amount of learning takes place as a result
of consumer thinking and problem solving.
11.
12. How Consumers Store, Retain, and
Retrieve Information
• The structure of memory
Sensory store
Short-term store
Long-term store
• Rehearsal and encoding
• Information overload
• Retention
13. MODELING OR OBSERVATIONAL
LEARNING: -
• “It is a process by which individuals observe the
behavior of others, and consequences of such behavior.
14. INVOLVEMENT THEORY
There are four general CIT categories:
• High involvement / emotional
• High involvement / rational
• Low involvement / emotional
• Low involvement / rational