CONSUMER BEHAVIOR

CONSUMER LEARNING AND ATTITUDE

GROUP- 1
ARCHANA BALODI ATUL DIWEDI 05 16

NANCY KALRA ALI AKBAR KATKA NIDI MEHTA MANSI PATEL KAUSHIK SHAH

23 25 37 41 45

CONSUMER LEARNING
DEFINITION: Can be defined as relatively permanent change on

behavior occurring as a result of experience. (experience may be of purchase and consumption)

Types of learned behavior

Physical learning

Symbolic learning

Affective learning

Elements of consumer learning

Motivation
Cues Response Reinforcement

BEHAVIOR LEARNING THEORY

Also known as Stimulus Response Theory.
Concerned with inputs and outcomes of

learning, not the process

TWO TYPES:-

classical conditioning operant (instrumental) conditioning

CLASSICAL CONDITIONING
Involved building automatic response to

stimuli Its Strategic applications Three basic concept derived Repetition Stimulus generalization Stimulus discrimination

OPERANT CONDITIONING
Learning in which voluntary behavior is strengthened if it is reinforced and weakened if it is punished
In this the controlling stimulus comes after the

behavior but in classical conditioning it comes before

PRINCIPLES OF REINFORCEMENTS
SKINNER identified two events those in which reward is given; and those in which something bad is removed.
Positive reinforcement Negative reinforcement

OBSERVATIONAL LEARNING
Developed by Albert Bandura
Experiment conducted by him known a

BOBO DOLLS

OBSERVATIONAL LEARNING
Definition Also known as vicarious learning or social

learning or modeling.
Can be affected by positive or negative

consequences.
Examples of Observational Learning.

OBSERVATIONAL LEARNING
4 Key Process of Observational Learning:-

A) Attention,

B) Retention,
C) Production, D) Motivation.

OBSERVATIONAL LEARNING
Effects of Observational Learning:-

A) Teaches new behavior.

B) Increases/Decreases the frequency with

which previously learned behaviors are carried

out.
C) Can increase/decrease similar behaviors.

COGNITIVE LEARNING THEORY

DEFINITION
Theory of psychology that attempts to

explain human behavior by understanding the thought processes

Example

 Learning is based on
1. Mental activity. 2. Familiarity 3. Imagery

MEASURES OF CONSUMER LEARNING

1. Recognition measures

2. Recall measures

What we will cover in this section

What Attitude

is ?

Theories of

Attitude

ATTITUDE- WHAT ARE THEY ?

Attitudes put people into a frame of mind for liking or disliking things and moving toward or away from them.

Attitudes are a composite of a consumers (1) beliefs about, (2) feelings about, (3) and behavioral

intentions toward some object--within the context of marketing, usually a brand or retail store

BELIEFS

AFFECT (FEELING )

BEHAVIORAL INTENTIONS

 Beliefs : A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled

and stains papers)

Behavioral Intention : . The behavioral intention is

what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect)

FUNCTIONS OF ATTITUDE

STRUCTURAL MODELS OF ATTITUDE

Tricomponent Attitude Model
Multiatribute Attitude Model

The Attitude toward behavior Model

Theory of reasoned action Model

Theory of trying to consume Model

Attitude toward the AD Models

TRICOMPONENT MODEL
Cognitive component: consumer belief about a brand, outlet, product, action etc, i.e. based on personal knowledge , actual experience, the

knowledge or experience of others, or perception.

Affective component : consumer feelings (likes, dislikes, neutrality) about a brand, outlet, product, action etc flowing from beliefs

 Intention component : consumers intention to

act positively , negatively or neutrally toward a brand, outlet, product, action etc that is based on his her affective component stance

Model used to explain Attitude:

Multiattribute Attitude Model

Theory of trying to consume Model

Attitude towards the ad models

MULTIATTRIBUTE ATTITUDE MODEL

This portray consumers attitude with regard to an attitude object like product, service, a direct mail as a function of consumers

perception and assessment of the beliefs. Its of two types: i. The attitude toward-object model ii. The Attitude- toward-Behavior model iii. Theory- of reasoned- action model

The attitude toward-object model This is used for measuring attitudes towards a product category of specific brands. Eg. Reliance and Airtel Service provider.
i.

ii. The Attitude- toward-Behavior model This is an individuals attitude towards behaving or acting with respect to an object itself. Eg buying a car. iii. Theory- of reasoned- action model This represents a comprehensive integration of attitude components into a structure that is designed to lead to better explanations and better predictions of behavior.

Theory of Trying-to-consume Model

This is a model that explains the consumers goals by their trying to consume. The trying to consume theory is designed to an account for

the many cases in which the action of consumer is uncertain but instead reflects the consumers attempt to consume.eg. If I buy this product, I may get a t-shirt free.

Attitude-Toward-the Ad models
This is an effort put to understand the impact of advertising or some other promotional vehicle on consumers attitude towards a

particular brands. As the ad depicts, the consumer forms various feeling and judgments towards the brand.

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