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
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