TAA CODE: 214 BBMC
TOPIC: To what extent does operant learning theory offer a model with which to understand and manage consumer behavior in the design of marketing communication?
INTRODUCTION
Operant learning theory is one of the learning theories in Consumer Behaviour. From marketing perspective, consumer learning is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
The term consumer behavior is the behavior that consumers display in searching for, purchasing, evaluating, and disposing of products and services that they expect will satisfy their needs. Marketing communication on the other hand is the tool that marketers use to persuade consumers to act in a desired way such as when making a purchase.
There are two schools of thought as to how individuals learn – behavioral theories and cognitive theories. Both contribute to an understanding of consumer behavior. There is a relationship between operant learning theory and management of consumer behavior. This paper is aimed at exploring the extent of which operant learning theory offer a model with which to manage the behavior that consumers display in searching for, purchasing, evaluating, and disposing of products and services that they expect will satisfy their needs in the design of marketing communication.
The write up is divided into seven sections namely introduction, general overview of consumer learning, operant learning theory, strategic application of operant conditioning, research issues emerging from behavioural learning theory, conclusion and references.
GENERAL OVERVIEW OF CONSUMER LEARNING
From the marketing point of view, consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior (Leon G.S. and Leslie L.K 2009).
Learning can be... [continues]
Cite This Essay
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(2011, 10). To What Extent Does Operant Learning Theory Offer a Model with Which to Understand and Manage Consumer Behaviour in the Design of Marketing Communication. StudyMode.com. Retrieved 10, 2011, from http://www.studymode.com/essays/To-What-Extent-Does-Operant-Learning-817288.html
- MLA
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"To What Extent Does Operant Learning Theory Offer a Model with Which to Understand and Manage Consumer Behaviour in the Design of Marketing Communication" StudyMode.com. 10 2011. 10 2011 <http://www.studymode.com/essays/To-What-Extent-Does-Operant-Learning-817288.html>.
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"To What Extent Does Operant Learning Theory Offer a Model with Which to Understand and Manage Consumer Behaviour in the Design of Marketing Communication." StudyMode.com. 10, 2011. Accessed 10, 2011. http://www.studymode.com/essays/To-What-Extent-Does-Operant-Learning-817288.html.
