There are various influences that affect the consumer buying process. One such major influence is learning which defines how consumers unlearn or relearn to make product decisions. There have been various theories that have successfully tried to explore learning patterns. One such theory was put forth by Kolb, which is better known as the experiential learning cycle. Kolb's cycle of experiential learning has provided several insights to trainers in the field of training & development, but its use in consumer learning is not very pronounced. This article tries to understand Kolb's learning cycle from the marketers' perspective. It further tries to explore the conceptual correlation between the decision-making model of cognitive learning and Kolb's learning cycle. Though there are several models of cognitive learning, the decision-making model is the obvious choice for correlation as it lays the foundation for understanding consumer behavior.

Learning has an integral influence on consumer behavior. If the cues provided by a brand are misinterpreted it will have negative repercussions on the brand image. Consumer learning can be thought of as the process by which individuals acquire consumption-related knowledge and experience that they use for future buying decisions. Consumer learning is a continuous process and a great deal of information is acquired from actual experience, observation and other modes of learning. This information serves as a feedback to the individual and provides the basis for future behavior in similar situations.

Understanding learning patterns has been a keen need of many behavioral theorists who have put forth several theories of learning which can be applied to understanding consumer learning patterns. They have also recognized the existence of different types of learning and have explained the differences therein through the use of distinctive models of learning. Several behavioral learning theories like classical conditioning, observational learning and cognitive learning theory have tried to unveil human learning patterns. One such comprehensive model of learning was developed by Kolb.

Marketing Mastermind Magazine, Consumer Learning Patterns, Decision-Making Model, Consumer Buying Decisions, Direct Marketing, Marketing Strategies, Private Sectors, Customer Relationship Management, CRM, Customer Experience Management, CEM, Decision-Making Process.