Preview

Consumer Behavior

Better Essays
Open Document
Open Document
1567 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Consumer Behavior
Chapter 9: Learning and Memory
Marketers expend considerable effort to have consumers learn about their products. Therefore it is vital that we understand how consumers, and that includes us, learn.

Learning: Learning refers to any change in the content or organisation of long-term memory. Consumer behaviour is largely learned behaviour. Learning is defined as any change in the content or organisation of long-term memory. Consumers must learn almost everything related to being a consumer: product existence, performance, availability, values, preference and so on. Marketing managers are very interested in the nature of consumer learning.

Learning Under High and Low Involvement * Learning under high-involvement conditions: consumer has a high motivation to learn. Learning may occur either in a high-involvement or a low-involvement situation. A high-involvement situation is one where the consumer is motivated to learn the material. A consumer may need to study a brochure to determine which model will be purchased. * Learning under low-involvement conditions: most consumers learning is in a low-involvement context A low-involvement situation is one where the consumer has little or no motivation to learn, such as when an ad comes onto the TV in the middle of their favourite show. Most of the learning experienced by consumers is low-involvement learning.

Types of Learning Conditioning | Cognitive learning | * classical conditioning * operant conditioningThere are two forms of conditioned learning: classical and operant. Classical conditioning is the process of using an existing relationship between a stimulus and response to bring about the learning of the same response for a different stimulus. | * iconic rote learning * vicarious learning/modelling * reasoningThe cognitive approach to learning encompasses the mental activities of humans as they work to solve problems. It includes iconic rote learning (forming associations between

You May Also Find These Documents Helpful

  • Powerful Essays

    According to them, learning can be defined as “the relatively permanent change in behaviour brought about as a result of experience or practice.” Their goal was to explain complex behaviour in terms of learning from simple behaviour. Thus as a result of learning it is possible for an individual to, use past experience to predict the future, to adapt to a rapidly changing environment and to exert control over our environment.…

    • 4640 Words
    • 19 Pages
    Powerful Essays
  • Better Essays

    Peppard MKTG522 Wk3

    • 1247 Words
    • 4 Pages

    References: Bellows, A. C., Diamond, A., Hallman, W. K., & Onyango, B. (2008). Understanding consumer…

    • 1247 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Which learning method according to the text requires active engagement and experience on the part of the learner?…

    • 617 Words
    • 6 Pages
    Satisfactory Essays
  • Powerful Essays

    * Classical conditioning: is a type of learning in which a stimulus acquires the capacity to evoke a response that was originally evoked by another stimulus…

    • 4308 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Classical Conditioning

    • 622 Words
    • 3 Pages

    The next type of conditioning is known as operant conditioning derived in the 1930s by B.F. Skinner. Skinner defines operant conditioning as learning where responses are conditioned by consequences. Where classical conditioning is based on stimuli before the response, operant conditioning takes into consideration what happens after the response. Weiten (2007) further suggests, “classical conditioning regulated reflexive, involuntary responses, whereas operant conditioning governed voluntary responses” (pg. 224). The concept…

    • 622 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Learning can be defined in different ways by different people. One definition is to gain knowledge through experience (Olson & Hergenhahn, 2009). The definition that most psychologists like to use is Kimble 's; "a relatively permanent change in behavioral potentiality that occurs as a result of reinforced practice" (Olson & Hergenhahn, 2009, p. 1). The behavioral change does not have to actually occur immediately for learning to have occurred, there just has to be potential for a behavioral change. Sometimes as we research something (cooking) that interests us we learn more about it but until we have had the chance to actually try what we learned a behavioral change has not occurred, but there is the potential.…

    • 1212 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Learning Theory Chart

    • 686 Words
    • 3 Pages

    Learning is defined by The American Heritage College Dictionary as, “the act, process, or experience of gaining knowledge or skill” (p. 772). The process of learning focus on what happens when learning is taking place. Learning theories were developed to address how individuals learn, explain what happens when learning takes place, and why learning occurs.…

    • 686 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Which form of learning (classical conditioning, instrumental conditioning, observation learning, or cognitive learning) best explain the following consumption behaviors. Explain your choices : (a) Buying a six-pack of Gatorade Classical Learning According to Pavlion theory, conditioned learning result when a stimulates paired with another stimulus that elicits a kwon response serves to produce the same response by itself. The situation builds up through repeated exposure. (b) Preferring to purchase jeans at a Diesel Store Cognitive learning. Theories believe that learning occur through trialand-error process with habit formed as a result of rewards received for certain responses or behaviors. (c) Buying a digital camera for the first time It can be under observation learning A process by which individual observe the behavior of others, remember it, and imitate it. Also known as modeling. People tends to prefer to a particular product through the observation result (behavior of others) that they get from their close friends ,relatives and ads and etc…

    • 285 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Learning and Cognition

    • 783 Words
    • 4 Pages

    Examining the different concepts surrounded around learning and cognition and how they relate to each other will be the main focus of the paper. Giving a true definition of what learning really is and how behavior determines how someone learns will provide enlightenment on how learning can be achieved when being done according to one’s learning abilities and cognition.…

    • 783 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    How People Learn

    • 3958 Words
    • 16 Pages

    Learning can be defined formally as the act, process, or experience of gaining knowledge or skills. Burns ‘conceives of learning as a relatively permanent change in behaviour, with behaviour including both observable activity and internal processes such as thinking, attitudes and emotions'. Burns (1995) considers that learning might not manifest itself in observable behaviour until some time after the educational program has taken place. Learning helps us move from novices to experts and allows us to gain new knowledge and abilities.…

    • 3958 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    Engagement Research Paper

    • 305 Words
    • 2 Pages

    Engagement for individuals is a good foundation to make learning possible. For engagement to take place, individuals have to see that others have an influence on them, and that interaction is necessary. Now Daniel Pink talks about how rewarding and punishing behavior results in either doing the behavior more or less, and there has been a lot of emphasis on rewarding behavior. This emphasis fails to see the importance of being engaged in the work for the work, rather than focus on the reward only. Rewards are good, but students have become more fixated on receiving incentives for their work, and that can have a negative influence on their performance. Work can get complicated for students, but they need the motivation to do the work in order…

    • 305 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Involvement can benefit people in a classroom by serving the purposes of developing social skills and individualizing concepts. Ellen Skinner and Michael Belmont from the Journal of Educational Psychology wrote Motivation in the Classroom, an article analyzing behavioral effects on engagement to learning, in which they documented experience and motivation of…

    • 1083 Words
    • 5 Pages
    Good Essays
  • Best Essays

    The Psychology Of Selling

    • 1657 Words
    • 5 Pages

    In order to get deeper understanding of underlying consumer behavior, we have to define consumers at first. According to Solomon, Bamossy, Askegaard and Hogg (2010), a consumer is generally a person who identifies a need or desire, makes a purchase and then disposes of the product during the consumption process. Hence, consumer behavior is comprised with a series of processes and then one purchasing decision outcome influences the next time repurchasing decision, which runs like a wheel.…

    • 1657 Words
    • 5 Pages
    Best Essays
  • Good Essays

    (Hint define and elaborate vicarious learning theory (monkey see, monkey do) or operant conditioning via rewards and punishments)…

    • 535 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Axe Cologne

    • 2425 Words
    • 10 Pages

    Hoyer, Wayne D., and Deborah J. Maclnnis. "Knowledge and Understanding." Consumer mmmmBehavior. 5th ed. Mason: South-Western, 2010. 98+. Print.…

    • 2425 Words
    • 10 Pages
    Better Essays