Consumer Learning Part 1 Flashcards
What is consumer learning?
the process where consumers acquire knowledge from experience, observation and interactions with others
What is the marketing implications of consumer learning?
marketers need to understand how consumers learn to do a better job teaching them about our brand and product
What are the 2 types of learnings?
- intentional learning, learning acquired as a result of an active search for information
- incidental learning, learning by accident without much effort
What is the marketing implications of incidental learning?
often consumer learning are incidental learning so marketers need to push information to consumers who are not actively searching for information
What are the 3 consumer theories?
- behavioural learning (learn by doing)
1. classical conditioning
2. instrumental learning - social learning(watch) , observational learning
- cognitive learning(thinking),information processing
What is behavioural learning?
aka stimulus-response learning, learning takes place as a result of a response(action) to external events
What is instrumental conditioning?
aka operant conditioning, learning occurs as a result of rewards received for certain behaviour
What are the 4 types of reinforcements?
- positive reinforcement
- negative reinforcement
- positive punishment
- negative punishment
Explain each of the reinforcements
- Positive reinforcement, enforce positive event(reward) to encourage behaviour
- negative reinforcement, remove negative event to encourage behaviour
- positive punishment, enforce negative(punishment) to discourage behaviour
- negative punishment, remove positive event to discourage behaviour
What are the 3 types of reinforcement schedules?
-continuous reinforcement
Provide reinforcement after each transaction
-fixed ratio reinforcement
Provide reinforcement after every fixed number of transactions
-variable ratio
Provide reinforcement on a random basis
