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Consumer Behaviour Tanima Dutta, Lovely Professional University

Notes Unit 6: Consumer Learning

CONTENTS
Objectives

Introduction
6.1 Elements of Learning

6.2 Behavioural Learning Theories
6.2.1 Classical Conditioning

6.2.2 Instrumental Conditioning (Operant Conditioning)
6.3 Cognitive Learning Theory

6.4 Measures of Consumer Learning
6.5 Summary

6.6 Keywords
6.7 Self Assessment

6.8 Review Questions
6.9 Further Readings

Objectives

After studying this unit, you will be able to:
State the elements of learning

Discuss behavioural learning theories
Paraphrase cognitive learning theories
Explain the measures of consumer learning

Introduction

Learning can be viewed as a relatively permanent change in your behaviour occurring as a
result of experience. Schiffman and Kanuk have defined learning, from a marketing perspective,
as 'the process by which individuals acquire the purchase and consumption knowledge and
experience that they apply to future related behaviour'.
Behaviour has two aspects, observable behaviour as well as non-observable cognitive activity.
This means that learning can also occur without any change in observable behaviour as may
happen when a consumer's attitudes change as a result of new learning. Except for our instinctive
behaviour like the ability to walk, which is largely based on physical maturity, all the observable
as well as non-observable behaviour of consumers is the result of learning. It is a continuous

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