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Consumer Learning & Memory Retrieval (Elements of Consumer Learning…
Consumer Learning & Memory Retrieval
Elements of Consumer Learning
motivation
-driving force within individuals that occur s as a result of an unfilled need, which will stimulate learning.
Cues
stimuli that will direct a consumer towards fulfilling his needs, especially when the cues are able to match with the consumer's expectations.
response
how an individual reacts/ behaves to fulfill his needs
reinforcement
increases the chances for individuals to respond towards the cues in the future
Behavioural Learning Theories
Concept in classical conditioning
repetition
increases the likelihood of consumers remembering the marketing stimuli they had been exposed to
stimulus generalization
- as making similar responses to slightly different stimuli
stimulus discrimination
- as making different responses to certain stimuli, but not to other similar stimuli
Cognitive Associative Learning
instrumental Conditioning Theory
positive reinforcement- rewards
negative reinforcement- strengthens the responses for consumers to learn an appropriate behaviour
Cognitive Learning & Information Processes
cognitive learning
- involves a complex series of mental & behavioural stages in making a purchase decision.
information processes
- memory stores, rehearsel, encoding, information overload, retention, retrieval
Outcomes & Measures of Consumer Learning
recognition & recall measures- conducted to determine whether consumers are able to recall seeing an advertisement
recognition tests
- based on aided recall
attitudinal & behavioural measures of brand loyalty
brand equity- the value of a well-known brand name