consumer & industrial buying behaviour learning
TRANSCRIPT
CONSUMER & INDUSTRIAL BUYING BEHAVIOUR
Submitted by: Sushant LullaSubmitted to Dr. Anannya Deb Roy
OBJECTIVE
• To study the consumer learning theories• To study the marketing
implications of the learning theories.
MOTIVATION
CUES
RESPONSE
REINFORCEMENT
BEHAVIORAL LEARNING THEORIES
CLASSICAL LEARNING
STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING
REPETITION
Repetition creates boredom
Repetition creates boredom
--COSMETIC VARIATION
--SUBSTANTIVE VARIATION
STIMULUS GENERALIZATION
To Overcome it?
PRODUCT LINE EXTENSION
PRODUCT FORM EXTENSION
STIMULUS DISCRIMINATION
INSTRUMENTAL
REINFORCEMENT OF BEHAVIOR
POSITIVE REINFORCEMENT
NEGATIVE REINFORCEMENT
EXTINCTION
PUNISHMENT
STRATEGIC APPLICATION OF INSTRUMENTAL CONDITIONING
TOTAL OR CONTINUOUS REINFORCEMENT
SYSTEMATIC OR FIXED RATIO REINFORCEMENT
RANDOM OR VARIABLE RATIO REINFORCEMENT
SHAPING REINFORCEMENT
COGNITIVE THEORY
INVOLVEMENT THEORY
LOW INVOLVEMENT INFORMATION PROCESSING
HIGH INVOLVEMENT INFORMATION PROCESSING
INTEGRATED PROCESSORS
CENTRAL AND PERIPHERAL ROUTES TO PERSUASION
CENTRAL ROUTES TO PERSUASION
PERIPHERAL ROUTES TO PERSUASION
THANKYOU