Sequential Model of Marketing - how learning applies to consumer behaviour
Increases marketing effectiveness and learning principles are at the core of many conumer purchae decisions
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• perception process – the 3 stages we go through to organise stimuli
exposure, attention, interpretation
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learning - theories that connect to this
One aim of marketing communications is to create awareness (teach consumers) about market offerings (Evans et al. 2009) Marketers can benefit from knowing about how consumers learn about things (Evans et al. 2009)
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2 main approaches to leannig are..
behavioural and cognitive theories
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behavioural learning theories....
– focus on how conumers react to specific stimuli – consumers do not use mental activity to process relevant atimuli but observe stimuli and act accordingly – automitc resposnses – do sometnig without thinking
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cognitive learning theory....
approach consumers as problem solvers and use creativity to evaluate information and make a decision – we think, we collect and we evaluate the info
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behavioural learning theories - believes that our minds are a blank box - check poster
Behavioural learning theories assume that learning occurs as a result of responses to external events (Solomon et al. 2013)
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example
dinner – unconditional stimulus e.g. after every lecture you have dinner and watch news – mutual stimulus – then we watch the news without dinner – makes us want to prepare dinner (connects to colourful square slide)
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classical conditionig
says that conumers learn by combining stimulus – one that has a ntural response and one does not – by doing this the consumer reacts to the second response
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example
.g. when we expose ourelves to food we get hungry – the food is the unconditional stimulus and repose and then if we see a bed – makes us tied – the bed is a coniditoned stimulus- we want to relieve the feeling of being hungry –
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classical conditioning
A brand can be simultaneously and repetitively paired with, say popular music, so that each time the consumer thinks of the brand the positive feelings associated with that music are aroused – e.g. cheeky nandos?
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example
Other examples include the use of celebrities in advertising and the aim is to transfer the endorser’s characteristics and what they stand for to the brand – prince wiliam?
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symbolic value of products
In the advertisements, a gleaming and freshly polished floor becomes an arena for a pair of lovers to glide easily and sensuously into each other's arms. The ad therefore unmistakably links floor wax (signifier) to romance (signified) in much the sam
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continued and theorist
same way as the word "dog" is linked to a member of the canine species and to notions of fidelity transformation of our cognitive and emotional structures. (Prasad, 2005, Crafting Qualitative Research: Working in the Postpositivist Traditions, Rou
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operant conidtioing (skinner 1938)
Operant (instrumental) conditioning occurs as the person learns to perform behaviours that produce positive outcomes and avoid those that result in negative outcomes.
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operant conditionig example and loyalty card
A charity sends direct mail to consumers with a free pen; the consumer keeps the pen even though they do not donate (they are positively rewarded for opening the mail); next time around they look for direct mailing from the charity still with no inte
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cognitive learning
• Cognitive learning occurs as a result of mental processes. For example, observational learning takes place when a consumer performing a behaviour as a result of seeing someone else performing it and being rewarded for it.
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observational learning
relates to how we observe other people and behave by imitating their behaviour this process is complicated because we have to find the right person and then record the relevant info and then apply these behaviours – it is a complex behaviour and
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continued
relates to the thinking and applying of info. a marketing example of this is luxury brands
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different types of memory - sensory memory
sensory memory – e.g. we recgonise the diagram – making sense of what we are seeing -this shows the importance of the perceptual process
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different types of memory - attention stage
use un-expected stimuli – this is ueful when we want to help conumers to transfer things from their short term memory to their long term memory
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interpretation refers to...
to the meaning we assign to sensory stimuli, which is based on a schema.
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schemata Crocker, 1984; Fiske, 1982; Fiske and Taylor, 1991).
memory-stored cognitive structures of prior knowledge about a concept which specify the entire configuration of its defining and relevant attributes
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Other cards in this set
Card 2
Front
• perception process – the 3 stages we go through to organise stimuli
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