W4 Lecture 3 Consumer Learning

Question 1

Perspectives on consumer learning

Answer 1

Learning as a basis for evaluation & decisions (consumer as chooser)
Learning as a basis to be active citizens within global marketplace (& wider social system)
Learning as a basis for habit formation & change (repetitive behaviour)
Learning to enable ‘doing’ (role performance by active participants)

Question 2

What is the nature of the new behaviour?

Answer 2

• making new or different decision/choice (e.g. eco-brand)
• developing a habit or changing an established habit (e.g. waste)
• developing knowledge/expertise & performing a role(s), independently or with a service provider to create value.

Question 3

SCHEMA

Answer 3

An organised set of expectations a person holds about an object - consists of nodes (concepts) and links (association between nodes)

Question 4

Script

Answer 4

One type of schema containing knowledge about the sequences of action that occur during an event