Consumer learning

Question 1

Describe the range of consumer learning

Answer 1

It ranges from simple and reflexive repsonses to market stimuli(such as packaging, product colors) to learning abstract concepts and making decsions about purchasing complex and expensive products

Question 2

Which are the elements of learning?

Answer 2

Motives (drives), cues, responses and reinforcment

Question 3

Describe Classical conditioning and application in consumer behaviour

Answer 3

Classical: Pavlov, learning through repetion of pairing the conditioning stimulus to signal the occurenece of the unconditional stimuli. Strategic applications are associative learning, repetion, stimulus genrelization and stimuli discrimination

Question 4

Describe instrumental conditioning (operant)

Answer 4

Learning occurs thorugh a trial and error process in which postive outcomes (rewards) results in repeat behaviour. 
Negative reinforcment (taking a away an unpleasant stimuli). 
Can be total or partial (fixed ratio or random). The timing of repetitions influences how long the the learned material is retained. 
Massed repetition produce more intial learning while learning persists better with distributed schedules.

Question 5

The role of obeservational learning i consumer behaviour (modelling)

Answer 5

Learn by observing others and the consequenses of such behaviour.
Affects how to chose models. Many ads feature likable models achieving postive outcomes through the advertised product.

Question 6

Decribe the elements of information processing

Answer 6

Consumers process product information by ttributes, brands, comparisons between brands or a combinations of these factors.

Consumers with higher cogntive abilites aquire more product information and considers mor attributes and alternatives.

The elements of memory is sensory store, short-term store, long tem store.
The process of memory includes rehearsal, encoding, storage and retrieval

Question 7

Desribe cognitive learning as a frame work for consumer learning

Answer 7

The systematic evalution of information and the alternatives neede to meet a recognized unfilled need or solve a problem.

Deliberate mental processing of information. Focus is on motivaiton and mental processes, not repetition.

Question 8

How does consumer involvment and passive learning impact purchase decsions and the retention and recall of promotional messages

Answer 8

People engages in limited information processing in situations of low importance or relevance to them and extensive information processing in situation of high relevance.

Question 9

Explain how to measure the results of consumer learning

Answer 9

Recall and recognitions tests.

Brand loyalty: Both attitudes and behaviour.

Question 10

What is brand equity?

Answer 10

The intrinsic value of a brand name. It stems from consumers perception of the brand´s superiority, the social esteem that using it provides and the customers trust and identification with the brand.

Question 11

What is consumer learning?

Answer 11

The process by which indivduals aquire the purchase and consumption knowledge and experience they apply to future related behaviours