Consumer Learning & Memory Retrieval (Elements of Consumer Learning…
Consumer Learning & Memory Retrieval
Elements of Consumer Learning
-driving force within individuals that occur s as a result of an unfilled need, which will stimulate learning.
stimuli that will direct a consumer towards fulfilling his needs, especially when the cues are able to match with the consumer's expectations.
how an individual reacts/ behaves to fulfill his needs
increases the chances for individuals to respond towards the cues in the future
Behavioural Learning Theories
Concept in classical conditioning
increases the likelihood of consumers remembering the marketing stimuli they had been exposed to
- as making similar responses to slightly different stimuli
- 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
- involves a complex series of mental & behavioural stages in making a purchase decision.
- 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
- based on aided recall
attitudinal & behavioural measures of brand loyalty
brand equity- the value of a well-known brand name