learning Flashcards
What is the definition of Consumer Learning?
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.
What are the key learning outcomes related to consumer behaviour?
- Apply theories of behavioural learning to consumer behaviour
- Explain how various ways of learning influence purchasing decisions
- Analyse the outcomes and measures of learning
What are the four learning theories focused on in this module?
- Behavioural Learning Theories
- Cognitive Learning Theory
- Classical Conditioning
- Operant Conditioning
- Observational Learning
What is Classical Conditioning?
A type of learning in which a neutral stimulus acquires the ability to produce a response after it is repeatedly paired with a stimulus that originally produced that response.
What is the role of Repetition in Classical Conditioning?
Repetition increases the strength of the association between CS and US and slows down the process of forgetting.
What is an Unconditioned Stimulus (US)?
A stimulus that has the ability to produce a specified response naturally.
What is a Conditioned Stimulus (CS)?
A neutral stimulus that produces the unconditioned response when associated with the unconditioned stimulus.
What is a Conditioned Response (CR)?
The response produced by the conditioned stimulus even in the absence of the unconditioned stimulus.
What is an Unconditioned Response (UR)?
The response naturally produced by the unconditioned stimulus.
Fill in the blank: In Classical Conditioning, the _______ is the stimulus that naturally produces a response.
Unconditioned Stimulus (US)
Fill in the blank: The response to a conditioned stimulus that occurs after conditioning is called the _______.
Conditioned Response (CR)
True or False: Operant Conditioning involves learning through a trial-and-error process.
True
What does Operant Conditioning focus on?
Habits formed as a result of reinforcements (rewards) or punishments received for certain responses or behaviours.
What can excessive repetition in advertising lead to?
Advertising wear-out.
What are some examples of Unconditioned Stimuli used in marketing?
- Colors (e.g., Coca-Cola’s red)
- Mascots/Objects (e.g., Coke’s polar bear)
- Event Sponsorship (e.g., Singapore Airlines and Formula One)
- Sounds (e.g., jingles)
What is the significance of celebrity endorsements in Classical Conditioning?
They can create positive associations with a brand through repeated pairing with positive stimuli.
What is the primary focus of Cognitive Learning Theory?
How information is processed by the human mind: how it is stored, retained, and retrieved.
In Classical Conditioning, what happens in Stage 1?
Identifying the unconditioned stimulus and the naturally occurring response.
In the context of Classical Conditioning, what is the purpose of pairing a neutral stimulus with an unconditioned stimulus?
To create a conditioned response to the neutral stimulus.
What is positive reinforcement?
Favourable events or outcomes given to increase desired behavior.
What is negative reinforcement?
Withdrawal of an undesired or unpleasant outcome to increase desired behavior.
What is positive punishment?
Unfavourable events or outcomes given to weaken the behavior that follows.
What is negative punishment?
Favourable events or outcomes withdrawn to weaken the behavior that follows.
Fill in the blank: Positive reinforcements ______ the likelihood of behavior being repeated.
increase
Fill in the blank: Negative reinforcements ______ the likelihood of behavior being repeated.
increase
Fill in the blank: Positive punishment ______ the likelihood of behavior being repeated.
decreases
Fill in the blank: Negative punishment ______ the likelihood of behavior being repeated.
decreases
Give an example of positive reinforcement.
Singtel issues store vouchers to encourage loyal subscribers to re-subscribe.
Give an example of negative reinforcement.
Amazon removes the shipping fee when customers order more than $200.
Give an example of positive punishment.
The Singapore National Library imposes fines on borrowers who don’t return books on time.
Give an example of negative punishment.
Grab reduces customers’ chances of getting a taxi if they keep cancelling bookings.
What is continuous reinforcement?
Reinforcement given after every display of desired behavior.
What is fixed ratio reinforcement?
Reinforcement given every n-th time the behavior is displayed.
What is variable ratio reinforcement?
Reinforcement given at random instances when behavior is exhibited.
What is the implication of continuous reinforcement?
Desired behavior is likely to happen but may go away over time.
What is the implication of fixed ratio reinforcement?
More likely to lead to brand loyalty and long-term purchases.
What is the implication of variable ratio reinforcement?
Highly likely to lead to desired behavior and resistant to extinction.
True or False: In operant conditioning, the individual’s response is voluntary.
True
True or False: In classical conditioning, the individual’s response is voluntary.
False
What are the conditions for observational learning to occur?
Attention, Retention, Reproduction, Motivation.
What does ‘Attention’ refer to in observational learning?
Observers must pay attention to what is happening.
What does ‘Retention’ refer to in observational learning?
Observers have to recognize and remember the observed behavior.
What does ‘Reproduction’ refer to in observational learning?
Observers must be physically and intellectually capable of producing the act observed.
What does ‘Motivation’ refer to in observational learning?
Observers must have a reason and want to reproduce the actions.
How can marketers apply observational learning in consumer behavior?
By showing desirable models using a product and benefiting from it.
Fill in the blank: Observational learning is also known as ______ learning.
social
What is observational learning in consumer behavior?
Consumers imitate actions of desirable models who use a product, influenced by marketing strategies that showcase these models.
How can marketers utilize celebrities in observational learning?
By showing how a celebrity uses and benefits from the product to nudge consumers towards desired purchasing behavior.
What are some methods companies use to encourage positive brand perceptions through observational learning?
- Observing results through before-and-after photos
- Observing customer testimonials
- Observing what celebrities wear
- Observing behaviors in queues
What is cognitive learning theory?
Learning that occurs through complex mental processing of information, involving thinking and problem-solving.
What are the three stages of memory in cognitive learning?
- Sensory Store
- Short-Term Store
- Long-Term Store
What happens in the sensory store?
Sensory input lasts for a short time and is lost if not processed.
How long can information be held in short-term memory?
Information can be held for about 30 seconds or less unless rehearsed.
What is the role of rehearsal in cognitive learning?
Rehearsal helps transfer information from short-term to long-term memory.
What is encoding in the context of cognitive learning?
The process by which we select a word or visual image to represent a perceived object.
What increases the likelihood of information being encoded in long-term memory?
High frequency of repetition.
What are some ways companies use encoding to make their brands memorable?
- Commercial jingles
- Slogans
- Brand mascots
- Celebrity spokespersons
- Colour association
- Brand signature scent
What do recall and recognition measures determine?
They measure whether consumers remember seeing an ad and the extent of their recall of the content.
What are attitudinal measures?
Measures of consumers’ overall feelings about a product and their purchase intentions.
What are behavioral measures of brand loyalty?
Observable actions such as quantity purchased, purchase frequency, and repeated buying.
How can brand loyalty be measured behaviorally?
By assessing quantity purchased, purchase frequency, and repeated buying.
Fill in the blank: Cognitive learning occurs when information processed in short-term memory is stored in _______.
[long-term memory]
True or False: Retrieval is the process by which people recover information from short-term memory.
False
What triggers retrieval from long-term memory?
External cues.
Provide an example of how rehearsal occurs in cognitive learning.
Repeated exposure to a Pizza Hut commercial leads to encoding and storage of information in long-term memory.
What is brand loyalty?
The tendency of consumers to continue buying the same brand’s products over time.
How can we measure behavioral measures of brand loyalty?
Through quantity purchased, purchase frequency, repeated buying.
How can we measure attitudinal measures of brand loyalty?
Surveys on customer satisfaction, focus group discussions, in-depth interviews.
What are the key objectives for SWEAT ARENA SG?
Increase awareness of its gym and increase purchase of gym packages.
Which learning theories should be considered in marketing proposals for SWEAT ARENA SG?
- Behavioral learning
- Cognitive learning
- Observational learning
What is classical conditioning in the context of SWEAT ARENA SG’s marketing?
Pairing a neutral stimulus (SWEAT ARENA SG) with an unconditioned stimulus (youth influencers) to create a conditioned response.
What is operant conditioning?
A learning process through which the strength of a behavior is modified by reinforcement or punishment.
What is positive reinforcement?
Rewarding a behavior to increase the likelihood of it occurring again.
What is negative reinforcement?
Removing an unfavorable outcome to increase a desired behavior.
What is positive punishment?
Introducing an unfavorable outcome in response to an undesired behavior.
What is negative punishment?
Removing a favorable condition in response to an undesired behavior.
What is observational learning?
Learning that occurs through observing the behaviors of others.
What is cognitive learning?
Learning that involves mental processes and may be applied to future behaviors.
What is consumer learning?
The process by which individuals acquire knowledge and experience related to purchasing and consumption.
What are the factors influencing brand loyalty?
- Personal degree of risk aversion
- Brand reputation
- Availability of substitutes
- Social group influences
What are the types of brand loyalty?
- No Loyalty
- Covetous Loyalty
- Inertia Loyalty
- Premium Loyalty
What defines ‘No Loyalty’ in brand loyalty types?
No purchase and no cognitive attachment to the brand.
What defines ‘Covetous Loyalty’?
No purchase but strong attachment to the brand.
What defines ‘Inertia Loyalty’?
Purchase from habit or convenience but no strong emotional attachment.
What defines ‘Premium Loyalty’?
High attachment to the brand and high repeat purchase.
What is the implication for marketers in promoting brand loyalty?
Correct understanding of consumer learning can help increase brand loyalty and market share.
What are the stages of cognitive learning?
- Sensory Input
- Sensory Store
- Short Term Store
- Long Term Store
- Retrieval
- Rehearsal
- Encoding
Fill in the blank: The gym has become the new ______ for the youth.
hang out spot
True or False: Youths learn about the benefits of SWEAT ARENA SG’s gym membership through observing their friends.
True
