CONSUMER BEHAVIOUR

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.

2. Elements of Consumer Learning
• Motivation
• Cues
• Response
• Reinforcement

3. CLASSICAL CONDITIONING THEORY

4. MARKETING APPLICATION OF
CLASSICAL CONDITIONING
• Repetition
• Stimulus Generalization
• Stimulus Discrimination

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.

8. CONSEQUENCES OF OPERANT
CONDITIONING
• Positive Reinforcement
• Negative Reinforcement
• Forgetting and Extinction

9. Strategic/Marketing applications of
instrumental conditioning
• Customer Satisfaction (Reinforcement)
• Relationship Marketing
• Reward

10. Cognitive learning theory: Neo-Pavlovian
Model
• A considerable amount of learning takes place as a result
of consumer thinking and problem solving.

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