Learning
Define learning.
Describe each element of consumer learning.
Learning is applying one's past knowledge and experience to present circumstances and behavior.
Motives (motivation), cues (stimulus), responses (reactions), reinforcement (exposure)
Explain how each of these elements affects learning.
A consumer will respond better to an individual or source that they view as knowledgeable; especially when your message is viewed in a positive way (fun and attract attention). The more they see the message the more likely it is to sink-in and reinforcement can also strengthen the consumer's perception of a product in learning.
Explain behavioral learning
Explain classical conditioning and the relationship between all elements of the model, from the start to the end of the process. Apply it to a marketing example.
Classical conditioning is the automatic response built from exposure and reinforcement. It could be applied to a soft drink company. The company would want to position their products in as many places as possible because when a potential consumer would see the product they might then feel thirsty.
3. Explain instrumental conditioning and the concepts of reinforcement and extinction.
Instrumental conditioning is based on the trial-by-error concept. The individual will keep trying things until they get the right reinforcement. If the reinforcement quits working then eventually it will wear off (extinction).
a. Explain the different types of reinforcement schedule and shaping...
distributed learning.
If the marketing messages are too frequent then they will be ignored. If they are not frequent enough then they will not have the right reinforcement effect. Massed learning delivers messages that are constant and customers are given the conditioning perpetually. In distributed learning the messages are given at a defined period.
4. Explain observational learning
Observational learning is when you learn by watching others.
5. Explain information processing including sensory input, rehearsal, short-term and long-term store, encoding, chunking, retrieval and information overload.
This is the cycle in which the stimulus is recorded by the brain. The information is rehearsed and stored in the brain through different process to be retrieved later.
6. Explain cognitive learning.
Cognitive learning can be thought of as problem solving and it occurs when a consumer can work through all the information to make a purchasing decision.
7. Explain the relationship between consumer involvement and hemispheric lateralization. How this knowledge applies to communication and advertising?
Consumers will use different parts of their brain in different ways. Some information is absorbed consciously while other pieces of information are absorbed without the individually really knowing it. Some advertisements can penetrate and individual's memory even though they are not aware of it or ever focus on the actual ad.
Chapter 6: Attitude and Attitude…
