What is Consumer Learning?
Consumer Learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour.
Most of the learning is incidental. Some of it is intentional. Basic elements that contribute to an understanding of learning are:
- Motivation
- Cues
- Response
- Reinforcement
There are 2 theories on how Individuals learn:
- Behavioural Theory
- Cognitive Theory
Both contribute to an understanding of consumer behaviour.
Behavioural Theorists view learning as observable responses to stimuli, whereas Cognitive Theorists believe that learning is a function of mental processing.
3 Major Behavioural Learning Theories are :
- Classical Conditioning : Includes Repetition, Stimulus generalization and Stimulus discrimination.
- Instrumental Conditioning: Instrumental Learning theorists believe that learning occurs through a trial and error process in which the positive outcomes in the form of results or desired outcomes lead to repeat behaviour like Repeat Purchase or Repeat Positive Word of Mouth. Both positive and negative reinforcement can be used to encourage the desired behaviour. The timing of repetitions influences how long the learned material is retained. Learning usually persists longer with distributed re-inforcement schedule, while mass repetitions produce more initial learnings.
- Observational Conditioning or Vicarious Learning:
Cognitive learning theory holds that the kind of learning most characteristics of humans is PROBLEM SOLVING. Cognitive theorists are concerned with how information is processes by the human mind: how it is stored, retained, and retrieved.
Involvement theory proposes that people engage in limited information processing in situations of low relevance to them and people engage in extensive information processing in situations of high relevance.
TV is a low involvement medium for learning and print and interactive media encourage more cognitive information processing.
Measures of consumer learning include recall and recognition tests, cognitive responses to advertising, and attitudinal and behavioural measures of brand loyalty.
A basic issue among researchers is whether to define brand loyalty in terms of consumer’s behaviours or the consumer’s attitude towards the brand. Brand Equity refers to the inherent value a brand name has in the marketplace.
Brand Loyalty consists of both attitudes and actual behaviours toward a brand and both must be measured. For marketers, the major reasons for understanding how consumers learn are to teach them that their brand is best and to develop brand loyalty.
What does your brand mean to your customers? Are they really loyal to your brand? How do you increase their loyalty?
MANAGEMENT INNOVATIONS
managementinnovations2020@gmail.com; manojonkar@gmail.com; 919375970812
what is the difference b/w learning&consumer learning
LikeLike
I luv d tutorial,it’s very educative, pls keep it up!
LikeLike
This website was… how do you say it? Relevant!
! Finally I have found something which helped me.
Cheers!
LikeLike
i really appreciate these notes on consumer learning. keep it up. God bless you
LikeLike
It was really amazing and helpful. I really can’t put my gratitude in words, how I was benefited from this writings….
LikeLike
Thank i can now get free way to graduate my Diploma
LikeLike
Correct in this particular write-up, I really suppose this internet site wants far more consideration.
I’ll it’s quite likely be again to read far more, thanks that info.
LikeLike
Please, explain these elements of consumer learning.
LikeLike
Is Observational learning part of cognitive theory or behavioral theory?
LikeLike
In some instances, they could likewise possess helpful information relating to the
site’s ability to process an old prescription or if it features a web cam or
chat services for acquiring a treatment solution. Art helps
relieve stress and divert minds from useless thoughts.
You may not have been the best parent or spouse, but still you’re not
to blame for their choices, so give yourself a break.
LikeLike
This topic has much more to contribute towards research degree topic
LikeLike
I like your English it helps me in learning.and I will be happy when you can learning with me please.
LikeLike
It’s awesome to pay a quick visit this site and reading
the views of all mates about this piece of writing, while I am also keen of getting knowledge.
LikeLike
Excellent web site you have got here.. It’s difficult to find quality writing like yours nowadays. I really appreciate individuals like you! Take care!!
LikeLike
Thanks a lot. This is great content. I might share some for you guys too. Great work poster!
LikeLike
Hello there there I am consequently fired up I discovered your world-wide-web, I Pretty learned by yourself via oversight, although I was going to upon Yahoo for some thing else, Anyhow I am right here by now and would accurately such as in direction of say because of a large amount for a enormous article and a all spherical attention-grabbing blog site (I as well appreciate the topic/style), I dont consist of period in direction of shift throughout it all at the second yet I incorporate kept it and too further inside your RSS feeds, hence each time I include year I will be again towards study much more, Be sure to do hold up the astounding process.
LikeLike