1. WE FIND WAYS
THINK DIFFERENT Bosing sa
KAPUTIAN
JUST DO IT
Connecting
people
Open happiness
Finger lickin'
good

2. CONSUMER LEARNING

3. OBJECTIVES:
The Elements
of Consumer
Learning
2 General
Categories of
Learning
Theory
Measures
of
Consumer
Learning
Behavioral
Learning
Theories
Cognitive
Learning
Theory

4. CONSUMER LEARNING
The process by which individuals
acquire the purchase and consumption
knowledge and experience that they
apply to future related behavior.
Continually
evolves and
changes
Gained from reading,
discussion,
observation and
thinking
knowledge + experience
= FEEDBACK
Intentional
(careful search)
Incidental
(accident/without
much effort)

5. Importance of Consumer Learning
where to buy
how to use
how to maintain
how to dispose of products

6. Elements of Consumer Learning
Motivation
Cues
Response
Reinforcement

7. Motivation
 based on needs and goals
 acts as a spur to learning

8. Motivation
 price
 quality
 characteristics

9. Cues
 stimuli that give direction to
the motives
 serve to direct consumer
drives when they are consistent
with consumer expectations

10. Cues
 advertise
 price
 style
 packaging
 store display

11. Response
 it is how individuals react to a drive
or cue
 physical
exercise

12. Reinforcement
REWARD

13. 2 General Categories of
Learning Theory
 Behavioral learning theory
 Cognitive learning theory

14. Behavioral learning theory
 sometimes referred to as stimulus-
response theory because they are based
on the premise that observable responses
to specific external stimuli signal that
learning has taken place

15. Behavioral learning theory
STIMULUS
RESPONSE

16. Behavioral learning
theory
Classical
conditioning
Instrumental
conditioning

17. Classical
Conditioning
 A behavioral learning theory
according to which a stimulus
is paired with another stimulus
that elicits a known response
that serves to produce the
same response when used
alone.

18. Classical
Conditioning
 A behavioral learning theory
according to which a stimulus
is paired with another stimulus
that elicits a known response
that serves to produce the
same response when used
alone.