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CONSUMER LEARNING AND MEMORY RETRIEVAL (Information Processes (Rehearsal,…
CONSUMER LEARNING AND MEMORY RETRIEVAL
FOUR ELEMENTS OF CONSUMER LEARNING
Cues
-stimuli that will direct a consumer toward fullfilling his needs
Response
-how an individual reacts or behaves to fullfill his needs
Motivation
-driving force within individuals that occur s as result of an unfilled need.
Reinforcement
-increase the chances for individuals to respond towards the cues in the future.
Concepts in classical Conditioning
Stimulus Generalization
Stimulus Discrimination
Repetition
Reinforcement Schedule
Fixed interval reinforcement
Fixed-ratio reinforcement
variable-ratio reinforcement
COGNITIVE LEARNING
-a cpmplexseries of mental and behavioural stages in making a purchase decision
Information Processes
Rehearsal
Encoding
Memory Stores
Information overload
Retention
Retrieval
CONSUMER INVOLVEMENT AND PASSIVE LEARNING
-the degree of personal relevance that the productor purchaseholds for that consumer
Central and Peripheral Routes to Persuasion
Hemispheric Lateralization and Passive Learning
OUTCOMES AND MEASURES OF CONSUMER LEARNING
Attitudinal and Behavioural measures of Brand Loyalty
Recognition and Recall Measures