Page 98 - DMGT506_CONSUMER_BEHAVIOUR
P. 98
Unit 6: Consumer Learning
The cognitive learning involves the mental activities of humans as they work to solve Notes
problems, cope with complex situations, or undertake activities in their environment.
Measures of consumer learning include recall and recognition tests, cognitive responses
to advertising, and attitudinal and behavioural changes.
6.6 Keywords
Classical Conditioning: Reflexive or automatic type of learning in which a stimulus acquires the
capacity to evoke a response that was originally evoked by another stimulus.
Instrumental Conditioning: A method of learning that occurs through rewards and punishments
for behavior.
Learning Curve: A graphical representation of the changing rate of learning (in the average
person) for a given activity or tool.
Reinforcement: Specialist term in operant conditioning for the 'stamping-in' of stimulus
associations and response habits that follows the experience of reward.
Stimulus Generalisation: Transfer of a response learned to one stimulus to a similar stimulus
Stimulus Discrimination: The individual learns to distinguish, for response purposes, between
similar stimuli.
6.7 Self Assessment
Fill in the blanks:
1. Brand advertisements, the labels, the packaging, discounts etc. are ………., that have the
potential to motivate consumers.
2. ………………..learning believes that the learning happens through a connection between
stimulus and response.
3. Whenever a consumer sees the ad of Cadbury's chocolate, he feels like eating one. This
type of behaviour is called ………………….. to stimuli.
4. A brand shows its ad too frequently on television and as a result the viewers loose interest
in that ad. This effect is called……………….
5. The ads for Set Wet and Denver deodorants usually rely on………………reinforcement.
6. An attempt to mould consumer behaviour by gradually guiding their learning, is referred
to as………………..
7. Set Wet Deodorant and Set Wet Shampoo is case of ………………….. extension.
8. The learning that occurs as a consequence of a mental activity is called …………… learning.
9. Lifebuoy Soap and Lifebuoy Liquid is an example of……………….extension.
10. You get excited whenever you think of visiting Goa. This relates to the theory of
…………………….. .
6.8 Review Questions
1. Suppose you are the marketing manager of a cosmetic company. How will you make use
of the concept of stimulus generalization and stimulus discrimination?
2. Mention two examples each of classical conditioning and instrumental conditioning used
in advertising.
LOVELY PROFESSIONAL UNIVERSITY 93
