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Marketing applications For Consumer Learning Behaviour

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Marketing Applications For Consumer Learning Behaviour * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Introduction: It's vital for marketers to understand how consumers learn because most of the strategies they plan are based on how people gather information about products and how they can be taught to desire one product from another. In this report I would like to discuss the concept of Consumer Learning Behaviour and its various theories and how marketers could benefit from it to apply its different applications on the market. Behavioural learning applications: Several marketing tactics concentrate on the association between stimuli and responses. ...read more.


The order in which marketers should present the Conditioned and Unconditioned Stimulus is very important and can affect the learning process. In general it's the UCS should be presented prior to the CS. Static situations and environments such as magazines are not effective for classical conditioning because marketers cannot control the order of the conditions they will appear in. This technique can be seen in Pepsi's ad, where we can see a bottle of Pepsi paired with the refreshing sound of carbonated beverage being poured over ice. Stimulus generalization: one of the most essential methods to use consumer's positive associations to an existing product to expand the product's line or creating a totally new brand. The following strategies are based on this technique: * Family Brand: a variety of products capitalize on the positive reputation and image of a company name such as Sony or Apple. ...read more.


There are different ways for reinforcing consumers varies from a simple thank you letter to a generous refund and follow-up calls. Another popular technique is frequency marketing which reinforces regular buyers by awarding them with prizes that value according to their purchases. Airline companies were the leaders in this kind strategy when they introduced the Frequent-Flyer Programmes in the early 1980s. Most of the supermarkets these days such as Sainsbury's use the same scheme to gain customers' loyalty by issuing them loyalty cards. Cognitive learning: Marketers do not have to directly reinforce people (by rewarding or punishing them for their purchase). Instead, they can illustrate what happens to desirable models who use or do not use their products and know that consumers will be motivated to imitate these actions later. Using a celebrity's image (David Beckham for example) is one way of using this method in marketing, by showing them using the company's product will trigger the action needed from consumers to respond. ...read more.

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