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Consumer Learning (Elements (Motivation (needs & goals act as catalyst…
Consumer Learning
Elements
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Responses
how an individual reacts, many responses
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stimulus generalisation
making the same response to slightly different stimuli
sound of bells and keys generate same salivating result
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social judgement theory
high involvement= strong opinion
+ve becomes more +ve (assimilation effect)
-ve becomes more -ve (contrast effect)
process by which individuals acquire purchase & consumption knowledge & experience that they apply to future behaviour.
Extinction- link between stimulus and response not reinforced (shampoo & smooth hair)
combat through enhancing consumer satisfaction (reinforcement like envt of service,store image)
Forgetting- lack of use through passage of time
combat through repetition
High Involvement purchases
Stress quality attributes for cognitive (Central route)
Low Involvement purchases
focus on method of presentation
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