Principal Elements of Learning

Elements determining what, how, and at what diffusion rate something is learned from environment Motives/Motivation/Drive trigger the individuals readiness in initiating the learning process, also stimulate positive energy; decide on USP Cues gives momentum to learning process; POPs/PODs, styling, packaging, 4Ps Response response to the motives or cues/ behavior Reinforcement amplifies the likelihood of a specific response to occur in specific situations

Example
An MBA student requires a business suit for an interview
MOTIVATION

Requirement interview

of business suit for

CUE
RESPONSE REINFORCEMENT

Discount or Sale on suit or good design The student sees a discount in a store and buys the suit If the suit is comfortable and long lasting he would buy the same brand or buy from the same shop again

Cognitive Learning Theory

Based on individuals psychic ability to notice, form perception; problem-solving ability Motivation and other mental processes lead to desired response Understanding how a consumers learn Iconic Rote Learning: need arises purchases based on beliefs about product; low-involvement trial purchases Vicarious Learning: low and high- involvement situations; using imagery to learn Reasoning: creative thinking formation of new association and concepts E.g.- Shampoo for specific hair