7. Consumer Learning.pdf - Consumer Learning The Motivation...

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Consumer Learning
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The Motivation Process Unfulfilled Needs, Wants, and Desires Tension (Felt Discomfort) Drive (Energy) Behavior Goal or Need Fulfillment Tension Reduction Personality Perception Learning Attitudes
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Consumer Learning As marketers why are we interested in how consumers learn? We communicate with the customers. We want to be: Understood Believed Remembered Recalled
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Consumer Learning and New Product Adaption Relative Advantage Perceived Risk Complexity Compatibility Behavior Compatibility (electric cars; iced tea) Value Compatibility (vegetarians and food preparation in new restaurants; fashion)
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Main Topics The Elements of Consumer Learning Behavioral Learning Theories Cognitive Learning Theory Measures of Consumer Learning
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Elements of Consumer Learning The process by which individuals acquire information, purchase and consumption knowledge and experience that they apply to future related behavior Four Basic Elements Needed for Learning: Motivation Cues Response: How we react to a cue… Reinforcement These 4 elements must be present for learning to take place (i.e., to “happen”).
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Two Learning Theories Behavioral Theories People “behave” (act) as a result of exposure to stimuli “Automated response” Cognitive Theories Learning based on mental information processing Often in response to problem solving
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Behavioral Learning Theories Classical Conditioning Instrumental Conditioning Modeling or Observational Learning
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Classical Conditioning (Prentice Hall, 2007)
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