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CONSUMER LEARNING & MEMORY RETRIEVAL (Consumer Involvement And Passive…
CONSUMER LEARNING & MEMORY RETRIEVAL
Dynamics of Learning
Learning can be acquired through knowledge and experience
Four elements of consumer learning
Motivation
Driving force within individuals that occurs as a result of an unfilled need, which will stimulate learning
Cues
stimuli that will direct a consumer toward fulfilling his needs, especially when the cues are able to match with consumer's expectations.
Response
How an individual reacts or behave to fulfill his needs
Reinforcement
increases the chances for individuals to respond towards the ques in the future
Behavioral Learning Theories
Classical Conditioning Theory
Stimulus generalization
product line extension
product forms
Family branding
Licensing
Stimulus Discrimination
Repetition
Instrumental Conditioning Theory
Reinforcement Schedule
Fixed interval reinforcement
Fixed-ratio reinforcement
Variable-ration reinforcement
Cognitive Learning & Information Process
Cognitive Learning
involves a complex series of mental and behavioral stages in making a purchase decision
Information Process
Rehersal
Encoding
Memory Stores
Information Overload
Retention
Retrieval
Consumer Involvement And Passive Learning
defined in various ways, mainly by looking at different angles from marketing perspectives
Central and peripheral routes to persuasion
Hemispheric lateralization and passive learning
Outcomes and Measures Of Consumer Learning
Recognition and recall measure
Attitudinal and behavioral measures of brand loyalty