Flashcards
Learning
Flashcards do conjunto (25)
- 1LearningProcess by which individuals acquire the purchase & consumption knowledge applied in future decision-making behaviour.
- 2Elements of learningMotivation, cues, response, repetition
- 3CuesStimuli for motives
- 4MotivationCatalyst for learning because needs and goals are the stimuli
- 5ResponseReactions to cues
- 6ReinforcementIncreases the likelihood future response will occur
- 7Classical conditioningThe proposition that all organisms are relatively passive entities that can be taught behaviours through repetition (conditioning)
- 8Pavlov ExampleIvan Pavlov sounded the bell (CS), the dogs came, he applied meat paste (US) which caused the dogs to salivate (UR), over time this becomes a CR.
- 9Pavlov example in a consumer behaviour contextCS = brands
CR = purchase of brands - 10Criticisms of Pavlov- it inadequately characterises circumstances
- contemporary CC theories view learning as associations between events which allow responses
- Associates new learning with acquiring new knowledge rather than new reflexes - 11Marketing ApplicationsRepetition, stimulus generalisation, stimulus discrimination
- 12RepetitionIncrease the strength of CS and US association
- 13Stimulus generalisation- consumers have the same response to slightly different stimuli
- why some "me too" products succeed
- product line extensions, family branding, licensing - 14Stimulus discrimination- consumers pick a specific brand among many stimuli
- imitators (market competitors) want stimulus generalisation
- market leaders want stimulus discrimination, of which the key is effective positioning - 15Instrumental (operant) conditioningHuman beings learn through a trial and error process, with habits being the result of rewards to certain behaviours.
- 16Skinner ExampleDr Skinner had his skinner box - placed rats in it and rewarded them when they moved appropriately - the food was the reward.
- 17Consumer behaviour contextTrial and error proposes that more favourable results will emerge from particular purchases.
- i.e. trying many jeans, the ones that fit are a reward - 18Marketing applicationsCustomer satisfaction, relationship marketing, reinforcement schedules, shaping
- 19Customer satisfactionis the overall objective for marketers and clearly, satisfaction is a reward for purchase behaviour
- customer satisfaction isn't always a predecessor for repeat purchases - 20Relationship- marketingnon-product reinforcement.
- service recovery measures i.e. vodafone - 21Reinforcement schedulesTotal (continuous) - same offer always
Systematic (fixed ratio) - free coffee every 5 coffees
Random (variable ratio) - 22ShapingReinforcement BEFORE desired customer behaviour takes place
- 23Massed LearningBunched up learning, good for immediate purchases
- 24Distributed learningSpread out learning, good for long-lasting, repeat buying on a regular basis
- 25Dependants of information processingCognitive ability and complexity
Imagery ability
Structure of memory (sensory store, short-term store, long term store)
Rehearsal and encoding
Informações
- Descrição
- 200 Consumer Behaviour (Learning) FlashCards sobre Learning, criado por Georgia Petrie em 08-06-2016.
- Criado por
- Georgia Petrie
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