Topic 7 - Consumer learning Flashcards
Definition of consumer learning
Consumer learning is the process where consumers acquire knowledge from - experience, observation, interaction with others
2 types of learning
Intentional learning and incidental learning
consumers learning are often incidental learning, marketers need to push information to consumers who are not actively searching for information
Definition of behavioural learning
Behavioural learning is also known as stimulus-response learning
learning takes place as a result of a response to external events
Explain the process of classical conditioning
before conditioning, there is a unconditioned stimulus (food) and unconditioned response (dog salivate) and also a neutral stimulus (product bell)
during conditioning: pair the neutral stimulus and unconditioned stimulus repeatedly
after conditioning: the neutral stimulus has become conditioned stimulus, following a conditioned response (dog salivate)
explain advertising wearout
consumers will be satiated with numerous exposure which causes attention and retention decline
same association/advertisement needs to be presented in a different way to avoid advertising wearout
explain the 4 types of instrumental conditioning (operant)
positive reinforcement: enforce positive event (reward) to encourage behaviour
negative reinforcement: remove negative event to encourage behaviour
positive punishment: enforce negative event (punishment) to discourage behaviour
negative punishment: remove positive event to discourage behaviour
explain reinforcement schedule
marketers need to consider their resources and effort needed to reward customer to achieve desired behaviour
what are the 3 types of reinforcement schedule?
Fixed ratio reinforcement: provide reinforcement after every fixed number of transactions
Continuous reinforcement: provide reinforcement after each transaction
Variable reinforcement: provide reinforcement on a random basis (lucky draw)
