This document discusses consumer learning and the key elements that drive it. It outlines the elements of learning as motivation, cues, response, and reinforcement. Motivation is based on needs and goals, while cues provide direction for motives and can include marketing strategies and advertising. Response is an individual's reaction that depends on previous learning. Reinforcement increases the likelihood of a specific response through classical conditioning, where stimuli are paired with outcomes to elicit known responses through repetition. The document uses examples like brand recognition to illustrate classical conditioning and cognitive learning concepts in marketing.

1. CONSUMER BEHAVIOR UNIT 7:
LEARNING
Mrs.Shubhangi Dharma

2. CONSUMER LEARNING
• Learning – simple to complex
• Elements of learning:
1) Motivation
2) Cues
3) Response
4) Reinforcement

3. ELEMENTS OF LEARNING
• Motivation – based on needs and goals
• Degree of involvement = Level of motivation
• Cues:
Cues are stimuli
They give direction to these motives
Advertising is stimulus
Marketing strategies are cues
Cues serve to direct the consumer’s drives
Cues shouldn’t upset expectations

4. ELEMENTS OF LEARNING
• Response – Individual’s reaction
Response is not tied to need
It depends on previous learning
• Reinforcement –
Increases likelihood of specific response
Stimulus response theory
Observable response to specific external stimuli
Predictable behavior to known stimuli =
learning

5. CLASSICAL CONDITIONING
• Behavior can be taught
• Repetition of stimuli and outcome
• Evan Pavlov – Russian psychologist
• General model of the learning process
• Conditioned learning
• Stimulus is paired with another stimulus
• Elicits known response

6. MARKETING SITUATION
• Unconditioned stimulus – Brand Symbol
• Conditioned stimulus – Conditioned
response
• Examples –
• Unconditioned stimuli: Brand – Pizza Hut which
is known for its standard, taste and hygiene
• Conditioned stimuli – known brand
• Conditioned Behavior – frequent visit

7. LEARNING – COGNITIVE LEARNING
• Cognitive Theory
• Cognitive Associative learning
• Optimal Conditioning – creation of strong a
association
• Neo Pavlovian Theory
• Consumer – Information seeker
• Logical & Perceptual relations
• Events & his own perception

8. • Application –
• Repetition –
Increases strength of association
Conditioned stimulus & unconditioned stimulus
• Stimulus generalization –
Making the same stimuli