Cognitive Learning Theory

Behavioral learning theories have been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors. They ignore internal psychological processes such as motivation, thinking, and perception; they

Figure 4-8 Application of shaping procedures in marketing

Terminal Goal: Repeat Purchase Behavior

Approximation Sequence

Shaping Procedure

Reinforcement Applied

Induce product trial

Free samples distributed; large discount coupon

Product performance; coupon

Induce purchase with little financial obligation

Discount coupon prompts purchase with little cost; coupon good for small discount on next purchase enclosed

Product performance; coupon

Induce purchase with moderate financial obligation

Small discount coupon prompts purchase with moderate cost

Product performance

Induce purchase with full financial obligation

Purchase occurs without coupon assistance

Product performance

Figure 4-9 The cognitive learning process

Figure 4-9 The cognitive learning process assume that the external stimulus environment will elicit fairly predictable responses. Many consumer researchers and marketers disagree with the simplified explanations of behavioral learning theories and are more interested in the complex mental processes that underlie consumer decision making. The cognitive approach to studying learning and decision making has dominated the field of consumer behavior in recent years. Figure 4-9 shows how cognitive theorists view the learning process.

Since consumer behavior typically involves choices and decision making, the cognitive perspective has particular appeal to marketers, especially those whose product/service calls for important and involved purchase decisions. Cognitive processes such as perception, formation of beliefs about brands, attitude development and change, and integration are important to understanding the decision-making process for many types of purchases. The subprocesses examined during our discussion of the five-stage decision process model are all relevant to a cognitive learning approach to consumer behavior.

The consumer does not make purchase decisions in isolation. A number of external factors have been identified that may influence consumer decision making. They are shown in Figure 4-10 and examined in more detail in the next sections. U" DtilldVlUI

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Responses

  • dante
    What is cognitive learning in marketing?
    6 years ago
  • Chantelle
    How to apply learning theories to market?
    5 years ago
  • IVANA RICCI
    What is reinforced cognition in marketing services?
    5 years ago
  • Thorsten
    What is the marketing implication of cognitive learning theory?
    2 years ago
  • Marja
    How cognitive learning theories are applied in consumer behaviour?
    1 year ago
  • FRANZISKA
    How to counseling HII/ADS in coginative learing theory?
    11 months ago
  • MARTIN
    Is the cognitive theory related to marketing research?
    6 months ago
  • SARA
    What is coginetive learning?
    3 months ago

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