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
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
Continue reading here: Situational Determinants
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