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CONSUMER LEARNING AND MEMORY RETRIEVAL (DYNAMIC OF LEARNING (Four element…
CONSUMER LEARNING AND MEMORY RETRIEVAL
DYNAMIC OF LEARNING
Learning can be acquired through knowledge and experience
Four element of consumer learning
Motivation
Cues
Response
Reinforcement
BEHAVIOURAL LEARNING PROCESS
Classical Conditioning Theory
3 basic concept derived from classical conditioning
Stimulas Generalization
Stimulas Dicrimination
Repetititon
Instrumental Conditioning Theory
Based on the premised that learning take place through a trial and error process where consumer receive stimulas that give them most statisfcaction response.
COGNITIVE LEARNING AND INFORMATION PROCESS
Cognitive Learning
Involves a complex series mental and behavioural stages in making a purchase decison.
Information Process
Encoding
Information Overload
Rehearsal
Retention
Memory stores
Retrieval
OUTCOMES AND MEASURES OF CONSUMER LEARNING
Recognition and Recall Measures
Are conducted to determine whether consumers are able to recall seeing an advertisement, the extent to which they save read it or seen, and their ability to recall the content.
Attitudinal ans behavioural Measures of Brand Loyalty
Focus on measuring consumer's overall evaluation about the product, its brands and consumer's purchase intention. Behavioural measure are based on observable, factual behavour of brands.