To What Extent Does Operant Learning Theory Offer a Model with Which to Understand and Manage Consumer Behaviour in the Design of Marketing Communication

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NAME: AJAYI, FRANCIS IFEDAYO

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



References: Leon, G.S. and Leslie, L.K (2009), Consumer Behavior, 9th Edition, Pearson Prentice Hall Gordon, R. F. (2007), Explaining Consumer Choice, Palgrave Macmillan Houston, M.J. and M. L. Rothschild (1978), A Paradigm for Research on Consumer Involvement, working paper, University of Wisconsin Michael, L. R. and William, C. G., Behavioral Learning Theory: Its Relevance to Marketing and Promotions in The Journal of Marketing, Vol. 45, No. 2 (Spring, 1981), pp. 70-78 Buyer Behaviour and Marketing Communications, study material from Durham Business School. John, E. R. S. and Yael, N. (2008) in Scholarpedia, 3 (9): 2318 Website http://allpsychology101/learning.html http://psychology.about.com/od/behavioralpsychology/a/introopcond.htm http://tip.psychology/org/skinner.html

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