theories_of_learning in consumer behaviour pptx

theories_of_learning

1. Theories of Learning in Consumer Behavior Behavioral, Cognitive, and Constructivist Approaches

2. Behavioral Learning Theories 1. Classical Conditioning – Learning through association • Example: Perfume ad linking product with glamour 2. Operant Conditioning – Learning through rewards/punishments • Example: Loyalty programs, discounts 3. Observational Learning – Learning by watching others • Example: Influencers demonstrating products

3. Classical Conditioning (Pavlovian Conditioning) Definition : A learning process in which a neutral stimulus (brand, logo, jingle) becomes associated with a meaningful stimulus (emotion, feeling, benefit), eventually eliciting the same response. Origin : Proposed by Ivan Pavlov (dog experiment – dogs salivated at the sound of a bell after repeated pairing with food).

4. Key Concepts 1. Unconditioned Stimulus (UCS) A stimulus that naturally and automatically triggers a response. Example: Food (it naturally makes a dog salivate without training).   2. Unconditioned Response (UCR) The natural, automatic reaction to the UCS. Example: Salivation when the dog sees food.   3. Neutral Stimulus (NS) A stimulus that does not trigger the response on its own. Example: A bell ringing (before training, it doesn’t make the dog salivate).

5. 4. Conditioned Stimulus (CS) The previously neutral stimulus that, after being paired with the UCS repeatedly, starts to trigger a response. Example: The bell (after being paired with food, it now makes the dog salivate).   5. Conditioned Response (CR) The learned response to the conditioned stimulus. Example: Dog salivates when it hears the bell, even if no food is given.

6. Food → Salivation (natural) Bell + Food → Salivation (learning phase) Bell alone → Salivation (learned response)

7. How It Works in Marketing Advertisers pair products with positive emotions (joy, love, prestige). Over time, the brand itself triggers those emotions , even without the original stimulus.

8. Marketing Examples Coca-Cola Ads show Coke with smiling people, celebrations, fun. Neutral drink (CS) + Happiness scenes (UCS) → Coke associated with joy (CR). Cadbury Dairy Milk (India) “ Kuch Meetha Ho Jaye ” ads pair chocolate with family bonding. Chocolate (CS) → Warm emotions of family moments (CR). Perfume Ads Pair scent with glamour, romance, or success. Perfume bottle (CS) → feelings of attractiveness (CR).

9. Classical conditioning in marketing works by linking brands with emotions , so the consumer’s emotional response transfers to the product. This creates strong brand associations and loyalty.

10. Operant Conditioning (Instrumental Learning) Definition : Learning that occurs when consumers modify their behavior based on the consequences of their actions (rewards or punishments). Origin : Proposed by B.F. Skinner – behavior is shaped and maintained by its consequences.

11. · Focus: Voluntary behavior → consequence → change in future probability of that behavior . · Mechanism: Behavior is emitted, the environment responds ( reinforcer /punisher), and that response changes the behavior’s future likelihood. · Tools Skinner used: Reinforcement, punishment, shaping, schedules of reinforcement, extinction. · Where it’s used: Parenting, classrooms, workplaces, animal training, behavioral therapy (token economies), habit formation.

12. Just like in psychology, in marketing consumer behavior is shaped through rewards and punishments . Brands use reinforcement and punishment (directly or indirectly) to increase loyalty, repeat purchases, or discourage undesired actions.

13. Key Concepts Positive Reinforcement (add reward to increase buying) Definition: Giving customers something pleasant after purchase. Examples: Loyalty programs (Starbucks rewards points, airline miles). “Buy one, get one free” deals. Free samples with purchase. Effect: Customers are more likely to buy again because they associate the brand with rewards

14. Negative Reinforcement (remove inconvenience to encourage buying) Definition: Removing something unpleasant when the customer engages. Examples: Free shipping if you order above ₹500. Ads saying “Skip the long lines — order online.” Insurance apps that remove paperwork hassles if you buy digitally. Effect: Customers repeat purchases because the brand reduces pain/friction.

15. Positive Punishment (add cost to discourage behavior) Definition: Adding something unpleasant when customers behave undesirably. Examples: Late payment fees by credit card companies. Higher prices for last-minute ticket booking. Social media platforms showing warning labels on misinformation (negative association). Effect: Customers avoid those actions.

16. Negative Punishment (remove reward to discourage behavior) Definition: Taking away a pleasant benefit if the customer doesn’t comply. Examples: Losing loyalty points if not used within a time frame. Netflix canceling your “free trial” if you don’t subscribe. Mobile companies cutting off data rollover if bill is unpaid. Effect: Customers avoid non-compliance to prevent losing benefits.

17. Shaping (step-by-step rewards to build consumer habits) Definition: Gradually reinforcing behaviors that lead to a bigger purchase. Examples: Food delivery apps first give a discount on the first order, then on the third order, then on referrals. Gaming apps reward small actions (daily login bonus) → gradually train users to spend money. Effect: Consumers get trained into consistent usage and loyalty

18. Reinforcement Schedules in Marketing Continuous reinforcement: Every purchase gives an instant reward (e.g., scratch cards for every Paytm transaction). Fixed ratio: Buy 9 coffees, get the 10th free. Variable ratio: Surprise rewards (Amazon spin-the-wheel discounts, McDonald’s Monopoly game). Fixed interval: Monthly subscription perks (Spotify, Netflix auto-renew). Variable interval: Random flash sales, surprise coupons. 👉 Variable ratio & variable interval schedules are the most powerful in marketing because unpredictability keeps customers engaged (like slot machines).

19. Reinforcement = builds brand loyalty. Punishment = discourages bad or unprofitable customer behaviors. Shaping & schedules = create long-term buying habits.

20. Reinforcement Schedules Marketers can use different schedules to keep consumers engaged: Continuous reinforcement : Every purchase gets a reward (e.g., cashback). Fixed interval : Reward after a fixed period (e.g., monthly discounts). Variable ratio : Reward comes unpredictably (e.g., lucky draw, scratch card) → most effective for long-term loyalty.

21. Marketing Applications Loyalty Programs Airlines offering frequent flyer miles. Retail stores with point systems. Sales Promotions Buy-one-get-one (BOGO) offers. Free samples to encourage trial. Warranties & Guarantees Reduce risk (negative reinforcement), encouraging purchase. Gamification Reward-based apps (e.g., Swiggy / Zomato points, Starbucks app stars).

22. Operant conditioning explains that consumer behavior is shaped by consequences . Rewards build loyalty, punishments discourage undesired behavior, and clever reinforcement schedules help marketers keep consumers engaged.

23. Observational Learning (Modeling Theory) Definition : A type of learning where consumers acquire new behaviors by observing others rather than through direct experience. Origin : Proposed by Albert Bandura (Bobo doll experiment) → people learn through watching, imitating, and modeling.

24. Key Processes Attention Consumer must notice the behavior. Example: Watching a celebrity wear a designer outfit. Retention The behavior must be remembered. Example: Remembering the brand and style of the outfit. Reproduction Consumer must be able to replicate the behavior. Example: Buying and wearing a similar outfit. Motivation Consumer must be motivated to adopt the behavior. Example: Wanting to look fashionable like the celebrity.

25. Marketing Applications Celebrity Endorsements Consumers imitate admired personalities. Example: Virat Kohli advertising Puma shoes → fans buy them. Influencer Marketing Social media influencers demonstrate product use. Example: A beauty vlogger showing how to use a skincare product. Peer Influence & Word of Mouth People observe and copy friends, family, or colleagues. Example: Students adopting the same brand of smartphone. User-Generated Content (UGC) Customers post their product experiences. Example: “Unboxing videos” on YouTube inspire others to buy.

26. Strengths of Observational Learning Effective for new products → consumers see how it works before trying. Builds social proof (if many people use it, others want to). Creates aspirational value → consumers want to imitate role models.

27. Observational learning emphasizes “learning by watching others” . In marketing, it’s a powerful tool through celebrities, influencers, peers, and social media , where consumers model their behavior based on admired figures.

28. Cognitive Learning Theories 1. Information Processing – Consumers process, store, and retrieve information • Example: Reading reviews before buying a laptop 2. Experiential Learning – Learning through direct experience • Example: Free samples at supermarkets

29. Constructivist Learning Theory • Consumers actively construct knowledge based on their experiences • Example: Learning eco-friendly products are better after research

30. Summary • Behavioral Theories: Association, reinforcement, observation • Cognitive Theories: Information processing, problem-solving • Constructivist Theory: Active construction of knowledge