Learning

Chintamani ad Campaign and Vishwa ad Campaign of ICICI

Intention of ICICI is to educate the consumers about the services it provides and the related attributes and benefits.

what is the price of this?

A reynold pen

What is the price of this?

What is the price of this?

What is the price of this?

What is the price of this?

What is the price of this sony walkman?

Learning
Psychologists define learning as behavioral modification especially through experience or conditioning. Consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related Behaviour.

Can we say sucking in infant is learnt or acquired?

It is a instinctive behaviour whereas learning is acquired knowledge The acquired knowledge make be incidental or intentional

The elements of Learning

Motivation Cues Response Reinforcement

The Elements of Learning

Motivation: motivation is dependent on goals and needs and it stimulates learning Example: men and women who want to be healthy are motivated to learn all they can about yoga and practice often

The Elements of Learning

Cues: if motives serve to stimulate learning, cues are the factors that drive these motives in a particular direction. An advertisement for a yoga camp may serve as a cue for yoga seeking people

The Elements of Learning

Response: how individuals react to drive or cue how they behave constitutes their response. It is not necessary all health conscious aspirants take part in this yoga camp. Much depends on previous learning also

The Elements of Learning

Reinforcement increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. Anti-dandruff shampoo Head and Shoulders repeated purchase (learning through positive reinforcement) Vs. only one time purchase (Learnt through negative reinforcement that it is really not working for reducing the dandruff).

Two Major Learning Theories

Behavioral Learning Theories: learning takes place as a response to external stimuli. Cognitive Learning Theories: learning is purely a mental process involving the processing of information

Learning Theories
Classical Conditioning

Behavioral learning theory

Operant Conditioning

Or instrumental Conditioning

Learning Theories
Iconic rate Learning

Cognitive learning theory

Reasoning/ Analogy

Vicarious learning

Opinion Formation
Conditioning: a learning process in which an organisms behavior becomes dependent on the occurrence of a stimulus in its environment. Classical conditioning is said to occur when a response to a particular stimulus is combined with another stimulus that brings about the same response.

Behaviorist Learning Experiment and marketing implication

1. Neutral stimulus: Bell rings 2. Unconditioned stimulus: Present food (UCS) 3. Unconditioned response: The dog Salivates
Conditioning: Repeat the bell ringing and food presentation several times. After conditioning: The dog hears a bell and then the dog salivates.

Ad says hungry kya Unconditioned stimulus: showing pizza Unconditioned response: mouth waters After conditioning: Conditioned stimulus: when consumer feels hungry Conditioned response: mouth waters and stimulated to buy pizza

Example: Most of Pepsi and Coke ads use this concept during cricket reason

Classical Conditioning
Classical Conditioning is most common in low-involvement. In the beverages ads, or in cigarette ads many consumers devote little or no attention to the advertisement.

Concepts of Classical Conditioning

Repetition Stimulus generalization Stimulus discrimination

Repetition
Some researchers believe that repetition works by increasing the strength of the association and by slowing the process of forgetting How ever there is a limit to the repetition Repetition beyond a point leads to advertising wear out

Repetition

Some marketers avoid wear out by repeating the same advertising theme in a variety of formats. Cosmetic variation Substantive variation (a study proved that individuals exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variations)

Stimulus generalization
Occurs when, for an existing stimulusresponse relationship, the more similar a new stimulus is to the existing one, the more likely it will evoke the same response. Example: by designing the packaging to resemble the packaging of a well-liked competitor

Stimulus Generalization Marketing Implication (Positive)

Examples Product line extensions (Colgate Gel, Colgate lime)Presently Red Tape shoes introduced apparel and denims under the Red Tape Brand Family branding (Amul, Sony)

Stimulus Discrimination
Is the opposite of stimulus generalization. All popular brands who don't want they product brand to be copied try for stimulus discrimination Positioning Product differentiation

Behaviorist Learning II
B.F. Skinners Operant Conditioning: Learning in which a voluntary response is strengthened or weakened, depending on its positive or negative consequences Works with voluntary muscles only, in contrast to Pavlovs classical conditioning.

Reinforcement

Behaviorist Learning II
A hungry pigeon is placed in a box.
When, by chance, the pigeon pecks a key in the box, it receives food. The first time this happens the pigeon does not learn the connection between pecking and receiving food. Eventually, the pigeon pecks the key continuously until its hunger is satisfied. The pigeon demonstrates that it has learned the connection between stimulus and response.

Behaviorist Learning II
Shaping is the process of teaching a complex behavior by rewarding closer and closer approximations to the desired behavior. Example: your parents going to the same groceries stores again and again every month, due to stock availability and affordable prices.
Here, the persons behavior is rewarded by the stores variety of products and economical prices.

Cognitive Learning
Cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations. It involves learning ideas, concepts, attitudes and facts that contribute to our ability to reason, solve problems and learn relationships without direct experience or reinforcement

Information processing and Functions of memory

Iconic Rate (low involvement) the association between two or more concepts in the absence of conditioning A jogger learns about various brands of running shoes as a result of closely reading many shoe advertisements that he or she finds enjoyable a consumer learns that reliance is into mobile connectivity with out ever really thinking or reading about it.

Vicarious/Modeling (low or high involvement): Observing the outcomes of others behaviors and adjusting their own accordingly A Kid learns that if he puts his finger into an electrical switch it is dangers when one of his friends happen to do so.

Cognitive Learning

Theory of Involvement
Developed from a research called spiltbrain theory. According to this theory, the human brain is divided into the left and right hemispheres. Left brain rational and logical high involvement print ad Right brain emotional and spontaneous low involvement television ad

High Involvement and Low Involvement

Low Involvement: A situation where consumers judge a purchase decision to be so unimportant or routine that they engage in little information Lesson 15 search prior to making a decision Consumer Protection High involvement: A situation where consumers judge a purchase decision to be important enough for them to engage in an extensive information search prior to making the decision.

The Central Process of Opinion Formation

Central process: process in which opinions are formed from a thoughtful consideration of relevant information These opinions are very sensitive to the strength or quality of the relevant information presented Ads describing brand advantages lead to more favorable opinions

The Peripheral Process of Opinion Formation

Peripheral process: leads to the formation of opinions without thinking about relevant information Often attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions Peripheral cues: stimuli devoid of productrelevant information (friendship in bagpiper ad)

Four Types of Consumer Behaviour