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

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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…
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Define Learning From the Perspective of Consumer Behaviour Theory
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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
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