OB- LEARNING
Learning is defined as a relatively permanent change in behaviour or potential behaviour as a result of direct or indirect
experience. Learning is thus a change in behaviour as a result of experience.
As theories of learning evolved over the past half-century, definitions of learning shifted from changes that occur in the mind
or behaviour of an individual to changes in participation in ongoing activities with other individuals to changes in a person's
identity within a group (e.g., a change from being a follower to being a leader). Learning involves a change in an individual's
knowledge, ability to perform a skill, or participate in an activity with other individuals and is about nature of change.
❖ Learning is a powerful incentive for many employees to stick to certain organizations.
❖ Learning influences abilities, role perceptions and motivation. Learning is essential for knowledge management.
❖ Management enhances organization’s capacity to acquire, share and utilize knowledge to improve organizations success
Meaning and definitions of Concerts
Learning defined: - as the permanent change in behavior, attitudes and skills due to direct and indirect experience.
With Learning comes change: Change in knowledge or behavior has to be relatively permanent or long-lasting: Learning takes
place as a result of practice or through experience
Elements of Learning
1. Motivation: - Acts as a spur to learning, with needs and goals serving as stimuli e.g. Marketers use motivation research to
unearth consumer motives and use it in developing marketing program.
2. Cues: = Cues are the stimuli that give direction to motives. In the market mix it serves as cues to help consumers fulfill
their needs in product specific ways, they serve to direct consumer drives when they are consistent with consumer
expectations.
3. Response: - How an individual reacts to a drive or cue constitutes response. Learning can occur even if responses are not
overt. Consumer may not always succeed in stimulating a purchase. Instead, the manufacturer may succeed only in
forming a favorable image of product in the consumer’s mind i.e. evoking a tendency to respond by buying.
4. Reinforcement: - Reinforcement increases the likelihood that a specific response will occur in the future as the result of
particular cues or stimuli. Customers who pay their bill promptly are act to ensure prompt payment in the future.
Types of Learners
1. Visual Learners: they learn primarily through written word. Tend to be readers who diligently take down every word.
2. Auditory Learners: Learn primarily through listening. Focus their ears and attention on words, listening carefully to
everything said. Like to talk rather than write and relish the opportunity to discuss what they’ve heard.
3. Kinesthetic Learners: better by doing. Best when they can practice what they’re learning. Want to have their hands on
the keyboard, the hammer, or the test tube because they think in terms of physical action
Characteristics of Learning
1. Learning is Purposeful
2. Learning is a Result of Experience
3. Learning is Multifaceted
4. Learning is an Active Process
Learning Process
The learning process has the following steps:
1. Stimuli
2. Attention
3. Recognition
4. Translation
5. Reinforcement
6. Behavior
7. Reward
8. Habits
9. Motives
10. Efforts
1
Learning is defined as a relatively permanent change in behaviour or potential behaviour as a result of direct or indirect
experience. Learning is thus a change in behaviour as a result of experience.
As theories of learning evolved over the past half-century, definitions of learning shifted from changes that occur in the mind
or behaviour of an individual to changes in participation in ongoing activities with other individuals to changes in a person's
identity within a group (e.g., a change from being a follower to being a leader). Learning involves a change in an individual's
knowledge, ability to perform a skill, or participate in an activity with other individuals and is about nature of change.
❖ Learning is a powerful incentive for many employees to stick to certain organizations.
❖ Learning influences abilities, role perceptions and motivation. Learning is essential for knowledge management.
❖ Management enhances organization’s capacity to acquire, share and utilize knowledge to improve organizations success
Meaning and definitions of Concerts
Learning defined: - as the permanent change in behavior, attitudes and skills due to direct and indirect experience.
With Learning comes change: Change in knowledge or behavior has to be relatively permanent or long-lasting: Learning takes
place as a result of practice or through experience
Elements of Learning
1. Motivation: - Acts as a spur to learning, with needs and goals serving as stimuli e.g. Marketers use motivation research to
unearth consumer motives and use it in developing marketing program.
2. Cues: = Cues are the stimuli that give direction to motives. In the market mix it serves as cues to help consumers fulfill
their needs in product specific ways, they serve to direct consumer drives when they are consistent with consumer
expectations.
3. Response: - How an individual reacts to a drive or cue constitutes response. Learning can occur even if responses are not
overt. Consumer may not always succeed in stimulating a purchase. Instead, the manufacturer may succeed only in
forming a favorable image of product in the consumer’s mind i.e. evoking a tendency to respond by buying.
4. Reinforcement: - Reinforcement increases the likelihood that a specific response will occur in the future as the result of
particular cues or stimuli. Customers who pay their bill promptly are act to ensure prompt payment in the future.
Types of Learners
1. Visual Learners: they learn primarily through written word. Tend to be readers who diligently take down every word.
2. Auditory Learners: Learn primarily through listening. Focus their ears and attention on words, listening carefully to
everything said. Like to talk rather than write and relish the opportunity to discuss what they’ve heard.
3. Kinesthetic Learners: better by doing. Best when they can practice what they’re learning. Want to have their hands on
the keyboard, the hammer, or the test tube because they think in terms of physical action
Characteristics of Learning
1. Learning is Purposeful
2. Learning is a Result of Experience
3. Learning is Multifaceted
4. Learning is an Active Process
Learning Process
The learning process has the following steps:
1. Stimuli
2. Attention
3. Recognition
4. Translation
5. Reinforcement
6. Behavior
7. Reward
8. Habits
9. Motives
10. Efforts
1
