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    Learning

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    Arun Kumar S
    The document discusses different elements and theories of learning. It outlines several key elements that influence what and how consumers learn, including motives, cues, responses, and reinforcement. It also describes two major theories of behavioral learning: classical conditioning, which involves pairing stimuli to elicit responses through repetition; and instrumental conditioning, where learning occurs through trial-and-error and being rewarded for the most favorable responses. Finally, it introduces cognitive learning theory, which involves more complex mental processing rather than repeated stimuli-response connections.

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    Learning

    Uploaded by

    Arun Kumar S
    31 views6 pages
    The document discusses different elements and theories of learning. It outlines several key elements that influence what and how consumers learn, including motives, cues, responses, and reinforcement. It also describes two major theories of behavioral learning: classical conditioning, which involves pairing stimuli to elicit responses through repetition; and instrumental conditioning, where learning occurs through trial-and-error and being rewarded for the most favorable responses. Finally, it introduces cognitive learning theory, which involves more complex mental processing rather than repeated stimuli-response connections.

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    The document discusses different elements and theories of learning. It outlines several key elements that influence what and how consumers learn, including motives, cues, responses, and reinforcement. It also describes two major theories of behavioral learning: classical conditioning, which involves pairing stimuli to elicit responses through repetition; and instrumental conditioning, where learning occurs through trial-and-error and being rewarded for the most favorable responses. Finally, it introduces cognitive learning theory, which involves more complex mental processing rather than repeated stimuli-response connections.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views6 pages

    Learning

    Uploaded by

    Arun Kumar S
    The document discusses different elements and theories of learning. It outlines several key elements that influence what and how consumers learn, including motives, cues, responses, and reinforcement. It also describes two major theories of behavioral learning: classical conditioning, which involves pairing stimuli to elicit responses through repetition; and instrumental conditioning, where learning occurs through trial-and-error and being rewarded for the most favorable responses. Finally, it introduces cognitive learning theory, which involves more complex mental processing rather than repeated stimuli-response connections.

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    ELEMENTS OF LEARNING

    Consumers learn in various ways. In order for Learning to take place, certain elements mustbe present. The exact nature and strength of these elements or components influence whatare learned, how and at what pace. The most important among them are presented below : Motives : Motives, motivation or drive is very important for learning. People learn by being driven bysome motives or motivating factor. Motives arouse individuals in increasing their readiness torespond to a leaning activity. It also activates the energy needed to do so. The degree of relevance or involvement determines the consumers level of motivation to search forinformation about a product / service. Marketers must be aware of these kind of motive sothat they are ready to provide product info right at that moment. For example, showing adsfor winter goods just before winter and summer products just before summer.

    Cues : Motives stimulate learning, whereas Cues are the stimuli that give direction to thesemotives. These are not so strong as motives, but they can influence in the manner consumersrespond to a motive. For example, in the market place, price, styling, packaging, store displayall serve as cues to help consumer to decide a particular product from a group. But if theconsumer doesnt have a motive to buy a particular product group, he may not buy.Marketers must be careful in providing cues so that they dont upset the consumers expectations driven by motives. Response : Response is how the consumers react to the motives or a cue, and how they behave.Response can be overt (open, physical or visible) or covert (hidden or mental), but in eithercase learning can occur. Responses appropriate to a particular situation are learned overtime thro experience in facing that situation. Often marketers may not succeed instimulating a purchase. But over a period of time they may succeed in forming a favourableimage of a particular product in the consumers mind. So when the consumer is ready, he islikely to buy that. Reinforcement : Reinforcement is an important element which increases the probability (tendency orlikelihood) of a particular response to occur in future as a result of a given set of motives andcues. Because reinforced behaviour tends to be repeated, consumers can learn to developsuccessful means of responding to their needs or changing conditions.

    Classical Conditioning :

    This theory says that all living beings learn from or taught by repetition. This is referred toas conditioning which means a kind of spontaneous response to a particular situationachieved by repeated exposure. Classical conditioning or respondent conditioning pairs orconnects one stimulus with another that has already established a given response. Overrepeated trials of exposure, the new stimulus will also begin to get the same or similarresponse.IVAN PAVLOV, a Russian physiologist was the first to postulate the above theory aboutclassical conditioning. (Hence. some authors call it Pavlovian Learning Theory). He made astudy of dogs. The dogs are hungry and eagerly waiting for the food.

    BEHAVIOURAL LEARNING THEORIES

    Various theories have been developed to explain different aspects of learning. The mostacceptable are those based on stimulus-response theory. These theories assume thatobservable response to specific external stimuli indicate that learning has taken place. Whena person acts or responds in a predictable manner to a known stimulus, then he is said to have learned. The process of leaning is not at all important here. The only importantfactors are inputs or stimulus and the outcomes or response of learning. There are twodistinct types : Classical (or respondent) conditioning, and Instrumental (or operant)conditioning. They are discussed below :

    Instrumental Conditioning : This theory suggests that living beings learn by a method of trial-and-error, and finding outthe particular stimulus having the best (or the most favourable / satisfactory) response. Andsubsequently this is formed as a habit with the rewards received for certain response of behaviour.B F SKINNER, an American psychologist was the first to develop this model of learning. Hesuggested that most of the individual learning take place in controlled environment in whichindividuals are rewarded by choosing a right behaviour. This theory, named as instrumentalconditioning was shown by an experiment by working with animals. He made a box called theSkinner Box and placed a few small animals.

    For example, the consumer, who tries several brands and styles of jeans finally finds aparticular brand and style that fits her figure and personality best, has in fact undergoneinstrumental learning. Presumably, this is the brand she is likely to continue buying.

    COGNITIVE LEARNING THEORY

    There is another type of theory of learning, which doesnt involve repeated trials or aconnection between a stimulus and response. This type of learning arises out of using themental faculty of the individual to discover things, perceive things, seeking knowledge, searchfor information, sudden impulsive learning, solving problems, etc.Learning based on the mental activity is known as cognitive learning. Human beings are themost evolved animals who have the most prominent characteristics of thinking, deliberationand problem solving. Unlike behavioural theories, the cognitive theories involve a complexmental processing of information, and emphasise the role of motivation and mental processesin producing the desired response.WOLFGANG KOHLERs experiment with a chimpanzee provides an interesting example tounderstand this theory of learning. A chimp was placed inside a cage with a box in a cornerof the cage and bananas hung from the roof of the cage beyond reach.

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