LEARNING, INNOVATION AND MEMORY

IN THE CONTEXT OF CONSUMER

BEHAVIOR
BY:
NABILA RIAZ
CONSUMER BEHAVIOR AND LEARNING
 LEARNING
From the marketing point of view,
learning can be defined as “all the regular
and systematic procedures and processes
– intentional as well as unintentional – of
providing the individual with the
knowledge and information he needs for
buying something available now or in
future.”
 LEARNING CONCEPTS
The following two views of learning represent different schools of thought:

Learning as Knowledge Learning as Behavior

 LEARNING AS KNOWLEDGE

Problem solving Experience Contextual

 LEARNING AS BEHAVIOR

Classical conditioning Operant conditioning

 CLASSICAL CONDITIONING

Consumers respond to a stimulus In classical conditioning, the

in a particular, unconscious way. advertisers attempts to get
consumers to associate their
product with a particular feeling or
response, in the hope that the
consumer will buy the product.
 OPERANT
CONDITIONING

• In operant conditioning advertisers try to

change consumer behavior
by using rewards or punishment.
• There are two types of operant
conditioning:
1. Positive reinforcement
2. Negative reinforcement
GUESS THE BRAND
 THE ROLE OF MEMORY
IN LEARNING

• It is a process of acquiring and

storing information such that it will
be available when needed.
• Consumer memory contain vast
storehouse of knowledge about
product, services, shopping
excursion and consumption
experiences.
 STAGES OF MEMORY
• Making mental representations of information so that it is placed in
Encoding memories

• Placing encoded info into relatively permanent memory for later recall
Storing

• Getting, recalling information that was placed in short term and long
Retrieving term storage
 HOW TO ENCODE?
 Visual encoding:
It is the process by which we remember visual images. It is related to
our sense of sight.
 Acoustic Encoding :
The process by which information is placed in minds through some sounds.
It hits our sense of hearing.
 Semantic encoding:
Information is placed in the minds of customers by focusing on some words
or phrases.
EFFECT OF MEMORY ON CONSUMER BEHAVIOR
• “Your mind is like a camera with a memory, it can take several pictures,
which you can file for subsequent use.”
• Marketers want consumers to learn and remember positive features, feelings,
and behaviors associated with their brands.
• Our memory of past experiences with products is the single most influential
factor in our future responses to marketing information about those products
 INNOVATION
• Innovation in its modern meaning is "a
new idea, creative thoughts, new
imaginations in form of device or
method".
• Innovation is often also viewed as the
application of better solutions that meet
new requirements, unarticulated needs,
or existing market needs.
INNOVATIVE COMPANIES
INNOVATIVE PRODUCTS
 TYPES OF INNOVATION

Innovation can be of 3 types, on the basis of extent of change they cause in consumer’s existing
habits.

Discontinuous Dynamically continuous Continuous

 DIFFUSION OF
INNOVATION
The diffusion of innovation is the
process by which new products are
adopted (or not) by their intended
audiences. It allows designers and
marketers to examine why it is that
some inferior products are
successful when some superior
products are not.
 ELEMENTS OF DIFFUSION

Innovation Communication Time

Social System
STAGES IN INNOVATION
THANKYOU