Consumer learning can be thought of as
the process by which individuals acquire the
purchase and consumption knowledge and experience that they apply to future related
Consumer learning is a
; that is, it is continually evolves and
changes as a result of newly acquired
or from actual
newly acquired knowledge and personal experience serve as
individual and provide the basis for
in similar situations.
The role of
in learning does not mean that all learning is deliberately sought.
much learning is
(i.e., it is acquired as the result of a careful search for
information), a great deal of learning is
, acquired by accident or without
encompasses the total range of learning, from
simple, almost reflexive responses, to the learning of abstract concepts and complex
Despite their different viewpoints, learning theorists in general
agree that in order for learning to occur, certain basic elements must be present.
elements included in most learning theories are
motivation, cues, response,
The concept of
is important to learning theory.
Remember, motivation is
based on needs and goals.
Motivation acts as a spur to learning.
The degree of
, determines the consumer’s level of motivation to search for
knowledge, or information about a product or service.
Uncovering consumer motives
is one of the prime tasks of marketers who then try to teach motivated consumer
segments why and how their products will fulfill the consumers’ needs.
If motives serve to stimulate learning,
are the stimuli that give direction to
In the marketplace, price, styling, packaging, advertising, and store
displays all serve as cues to help consumers fulfill their needs in product-specific
Cues serve to direct consumer drives when they are consistent with consumer
Marketers must be careful to provide cues that do not upset those
How individuals react to a drive or cue-how they behave-constitute their
Learning can occur even when responses are not overt.
A response is not tied to a
need in one-to-one fashion.
A need or motive may evoke a whole variety of responses.
Cues provide some direction, but there are many cues competing for the consumer’s
Which response the consumer makes depends heavily on previous
learning; that, in turn, depends on how related responses have been reinforced.