Nobody downloaded yet

Define Learning From the Perspective of Consumer Behaviour Theory - Essay Example

Comments (0) Cite this document
Question 1: Define ‘learning’ from the perspective of consumer behaviour theory. Can you provide two examples of how marketing communication is used by your brand to promote ‘learning’ [as defined by the theory]? Learning is the process when buyers obtain the purchase and consumption behaviour, and gain experience that is useful to their future related behavior…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.6% of users find it useful
Define Learning From the Perspective of Consumer Behaviour Theory
Read TextPreview

Extract of sample "Define Learning From the Perspective of Consumer Behaviour Theory"

Download file to see previous pages The proponents of this theory do not focus on the learning process but on the response of individuals to external stimuli.) this theory is also referred to as the stimulus response or vicarious theory. The classical and operant conditioning approaches try to explain this theory. According to classical conditioning, the stimulus is responsible for the response observed while for instrumental conditioning, the converse is true. When the classical conditioning is applied to consumer theory, the product brand triggers a response from the consumers that is desirable and enforces the desire to buy. This theory tries to achieve a particular response from unrelated stimuli, thus forming the basis of branding. The operant conditioning asserts that individuals will always act with reward in mind and avoid stimuli that result in punishment. This means that every behavior with pleasant results has a very high change to be repeated. Cognitive theory This theory explains learning based on the information gathered and mentally processed in response to an actual problem. Even though there is no universally agreed theory on learning, the process is clear: learning happens, either intentionally or accidentally. For intentional acquisition of knowledge, the individual must have clearly sought the information through objective research. However, accidental learning just happens to find the individual. This is where advertising is most efficient in achieving (Evans, Jamal, & Foxall, 2006). The marketer is always interested in how the buyers learn as this information gives them an advantage in how they handle them. They always want to influence customer behaviour and this stems from the ability to teach the buyer their responsibility as consumers, the product of choice and its attributes. This is made effective through marketing and advertising (Lantos, 2010). The product of National museums of Australia is information. Its role is clearly defined and serves to inform the public on the Australian heritage and culture (National Museum of Australia, 2003-2010a). The first marketing communication strategy employed is that of accelerated information. The brand utilises its website as its online tool for advertising its activities and products. Its main product is information where it sells the Australian history and lifestyle. This is conducted through seminars, exhibitions and publications. The use of images of traditional Australians is an application of behavioural theory learning where the images invoke a conditioning of ‘our heritage’. Art galleries and buildings of national relevance derive the same effect. The individual is drawn to the article by the image and can open the article to acquire the information on the artifact or the classic architectures. The brand has journals, periodicals and e-news releases to ensure their position is maintained to be the first to point the consumer to the right direction. The brand shapes the perception of the consumer on what forms part of the Australian culture and where they should visit (National Museum of Australia, 2003-2010a). Market target and segmentation is the other tool observed on the website. The aspect on segmentation is shown in this site that segments article to suite different markets. The brand is enhanced by ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Define Learning From the Perspective of Consumer Behaviour Theory Essay”, n.d.)
Retrieved from
(Define Learning From the Perspective of Consumer Behaviour Theory Essay)
“Define Learning From the Perspective of Consumer Behaviour Theory Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Define Learning From the Perspective of Consumer Behaviour Theory

Consumer behaviour, learning and purchase decisions an integrated marketing campaign. Under Kolb’s experiential learning theory, adults also learn through reflective observation, a system where an individual learns from experiences and “articulating why and how they occurred whilst reflecting and critically examining their experience from all perspectives” (Akella, 2010, p.103). In this type of learning, a consumer scans the environment and considers the impact of their own needs in relation to the environment and then develops new strategies in the future based on experience. For marketers, this is important in relation to post-purchase evaluation and the systems in...
8 Pages(2000 words)Essay

Consumer Behaviour the initial acquiring, using and eventual disposing of the products. Behavioral intentions are defined as the intentions of the consumers to act in a certain manner with respect to acquiring, use and disposal of the products. These behavioral intentions precede behaviors. It is therefore assumed that measures of behavioral intentions suggest the future actions of the consumers. Direct creation of beliefs can be done through cognitive learning and processing of information. It should be remembered that the core objective of brand promotion is to inform as well as to persuade and remind the consumers about a given brand that is being marketed. It is...
10 Pages(2500 words)Essay

Consumer Behaviour

...adopt a new product as a result of the perception created by their belief about a new product’s influence on the community (Belk, 2011). Hayes (2008) gives an example of the Muslim culture in its failure to embrace western code of dressing for their women terming it as immoral. Due to the diversity of cultural backgrounds in the market, it is difficult to develop a product that will cut across the many cultural divides that may exist in the target market. Psychological factor, such as motivation, defined as a persistent need that stimulates a consumer’s long-term goal plays a major role in product adoption. A company may motivate its customers through free samples. Learning about the new...
5 Pages(1250 words)Assignment

Consumer Behaviour

...-1883 PR Newswire, 2010, 'Coffee Consumption Continues to Grow Amongst Brits - Rogers Estate Coffees Offers 12 Bags for the Price of 8 on Wholesale Coffee Purchases to Help Retailers Meet the Demand', New York: Apr 15, 2010 Ratneshwar, S Shocker, AD Cotte, J & Srivastava, RK 1999, ‘Product, person, and purpose: putting the consumer back into theories of dynamic market behaviour’, JOURNAL OF STRATEGIC MARKETING. 7, 191-208 Redondo-Bellon, I Royo-Vela, M & AldaAs-Manzano, J 2001, 'A family life cycle model adapted to the Spanish environment', European Journal of Marketing, vol. 35, no. 5/6, pp. 612-638 Reifer, A 2009, 'Organic Food Consumption in Families with Juvenile Children', Emerald...
7 Pages(1750 words)Essay

Qantas Consumer Behaviour Theory

...Qantas Consumer Behavior Theory Table of Contents Qantas Consumer Behavior Theory 1 Table of Contents 1 Strategic Planning Theory 2 Concept 2 Benefits It Obtains Strategically 2 Positioning Theory 3 Concept 3 Benefits It Obtain Strategically 3 Customer Value Theory 4 Concept 4 Benefits It Obtains Strategically 6 Recommendations 6 References 7 Strategic Planning Theory Concept Strategic planning is regarded as a methodical procedure of imagining an anticipated vision, and converting the vision into extensive aims or purposes and developing a structure of phases to attain it. Strategic planning helps...
4 Pages(1000 words)Case Study

Consumer behaviour

...University. Fine, B. et al. (1996), Consumption in the Age of Affluence: The World of Food, New York: Routledge. Magrabi, F. M. et al. (1991), The Economics of Household Consumption, New York: Praeger Paperback . Miller, D. (1995), Consumption as the Vanguard of History, In D. Miller, Acknowledging Consumption (pp. 1-57). London: Routledge. Solomon, M. et al. (2006), Consumer Behaviour: A European Perspective, London: Prentice Hall. Wiessner, P. & Schiefenhovel, W. (1996), Food and the Status Quest: An Interdisciplinary Perspective, Providence, RI: Berghahn Books. Journal Articles Grigg, D. (1999), The Changing Geography of World Food Consumption in the Second Half of...
13 Pages(3250 words)Essay

Consumer Behaviour

...Running head: Consumer Behaviour Consumer Behaviour Metrosexuality “Metrosexuality is a term that was used for the first time to describe the urban heterosexual male, with a strong sense of aesthetics, by a British journalist in The Independent, a major British Daily in late 1994” (Sen) “In 1994, journalist Mark Simpson officially identified and named the metrosexuals in his article "Here Come the Mirror Men". Since then, the market grew bigger and wider, then David Beckhams fame came to its peak, becoming himself one of the metrosexual icons” (METROSEXUAL MEN : Understanding Metrosexuality) Metrosexuality is a term associated with a male individual who have a strong concern for his appearance, and spent time, money and attention... to...
3 Pages(750 words)Essay

Consumer Behaviour - Learning Theory

...Consumer Behaviour - Learning Theory and number) submitted) This paper discusses learning theories using stimulus models such as classical conditioning, instrumental conditioning and cognition learning theory and how they relate to an advertisement. The adverts under discussion are about sausage and spring/summer collection. The advertisements combine both text and images. For instance, the sausage advert has an image of a delicious sausage, which gives a quick and clear visual impression to the viewer. One does not even need to read the words to ascertain what the advert is all about....
2 Pages(500 words)Essay

Consumer Behaviour

...CONSUMER BEHAVIOUR AUDIT FOR BLACKBERRY PORSCHE P9981 By The of the The of the School The City and State where it is located The Date Selecting Target Market for Blackberry Porsche P9981 A target market is simply a special group of customers that the business aims to bring on-board. For that reason, the business directs its marketing effort to reach this special group of people to win them over. Identification of the target market is the essential element of marketing strategy. Targeting and aiming the correct target market eventually helps the business succeed in selling its products and services. Although, in the definition, we have given a general consideration of the target markets, it is still...
2 Pages(500 words)Essay

Consumer behaviour

...behaviour and their motivations will dictate whether one marketing strategy is successful over another, through incorporation of consumer behaviour and motivation as considerations of marketing activities. This report defines what constitutes marketing, explores the dynamics of consumer motivation, and then links these conceptions with consumer behaviour, using relevant examples, to understand how marketers respond to consumer behaviours and serve to influence them. Personal self-reflections by the researcher involving two consumption scenarios, with focus on the Tu clothing line by...
20 Pages(5000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Define Learning From the Perspective of Consumer Behaviour Theory for FREE!

Contact Us