Question

Provide a definition of consumer learning from a marketing perspective and further explain what the principles of the two general catergories of consumer learning, i.e. behavioural and cognitive learning, are comprised of and what type of product these theories can be applied to.

Answer 1

Consumer learning can be defined as upholding a particular brand because of service levels , external factors,quality and psychological factors and thus leads to a positive attitude towards the product.The main categories are ;

(1)Behavioural learning:

This learning can occur due to brand name, service quality levels,acceptability of consumer opinion , considering each of the consumer as valuable , creating a positive atmosphere in his/ her mind etc.Means consumer learn about the product/ brand from behavior of its employees or stakeholders.Classical example is Starbucks coffee, keeps their service standard to a premium level, providing a better service and creating different coffee or tea tastes based on consumer’s review.This will create a positive attitude towards the brand.

(2) Cognitive learning;

Consumers not only responds to behavioral but also towards beliefs,thoughts, feelings, lifestyle etc is called cognitive learning,If a particular brand favors his/her beliefs obviously these kind of learners will stick on to those kind of products.External environment affects to an extend.The mental processes affects by both intrinsic and extrinsic values.

For example if celebrity is there for an advertisement in print or electronic media to promote a shirt brand it will definitely impact cognitive type of learners to go for the brand.It will create a positive attitude in mind.

Hope the above descriptions and examples will give you a clear idea about the consumer learning and it’s related illustrations.

Thank you