Posted in Uncategorized
One concept of learning that I found interesting is observational learning. This is when someone watches how other people act in certain situations and note how others react to that behavior. The book also noted that there are five steps to observational learning, which are attention, retention, production process, motivational, and observational learning. In other words, first the consumer would focus on the model’s behavior, retain or memorize the behavior, perform the behavior, a situation occurs where the behavior can be used, and then the consumer performs the behavior from the model. This is interesting because no matter the situation, a person has a tendency to repeat what they see in their friends and in the media.
It’s so cool to know that it’s all these different parts to one simple term or word. I learn more and more every week.
After reading Chapter 4 in the Consumer Behavior textbook, I came across a very interesting concept, which is learning. Learning is the behavioral change in someone because of an experience they went through. There are a numerous amount of concepts that describe the different ways of learning, but I think the most interesting question posed during this reading is ”Is learning conscious or not?” There is evidence from the text that support both sides of this argument. One side claims that when we learn new things it is because our brain is conditioned to react certain ways when presented to certain stimulus which means there is brain activity. The other side believes that when we are learning some things there is an automatic process that takes place when the brain is in a passive state or ”mindless.” This is a debate that has not been concluded and it is still very prominent today in the field of psychology. Memory is another concept that was presented to me in the text. Memory is the process of acquiring information and storing it over time so that will be available when needed. There are different types of memory just as there different types of learning. The different ways to remember things is through these different concepts which is sensory memory, short term memory, and long term memory. Sensory memory stores information exposed to our senses, but only for a short period of time. Short term memory also stores information for a limited period of time and has limited capacity. Long term memory is the system that allows one to retain information for a long time and it also gives one the opportunity to transfer memories from the STM to the LTM. This may be the most valuable type of memory.
Knowing the different processes and versions of learning and memory, as well as ideas of the conscious and subconscious, can be the main thing holding people back from understanding how consumers behave and develop.
Chapter 4 focuses on the concept of learning, which is when you behave differently caused by experiences. We learn even when we are not trying. Learning is important in Marketing because using these principles is how we learn what consumers want and need. In order to learn what lead consumers to make purchases, we need to think like them. We learn to be consumers through consumer socialization, a process that we acquire particularly from friends and teachers, to gain knowledge, learn certain skills and attitudes that are relevant in the marketplace. Learning is possible because we store information in our memory. The memory process include encoding, storage stage and retrieval.
It’s really cool how marketers have a lot of ways of making sure that we connect with their products and have a personal connection with them. Each chapter and class it gets more and more scarier but interesting. In chapter 4 they bring up a term that I do a lot which is incidental learning. Their are so many money, insurance, and car commercials that I have seen and remember the jingle but have yet to know exactly what they do or use their services. I also read about how company’s use certain actions such as family branding, product line extension, and look alike packaging. All three I have seen before but only noticed it now that it was brought up. It makes you wanna open your eyes and pay attention to everything now.
I learned a couple of things by reading chapter 4. The first thing I learned is that behavioral learning theories assume that learning takes place as the result of responses to external events. The two major approaches to learning represents the view classical conditioning and instrumental conditioning. Classical conditioning occurs when a stimulus that elicts a response is paired with another stimulus that initially does not elicit a response on its own. Instrumental conditioning occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. The second thing that I learned is memory. Memory is a process of acquiring information and storing it over time so that it will be available when we need it. There are 5 types of memory: sensory memory, attention, short-term memory, elaborative rehearsal and long-term memory.
All this information is extremely prevalent in life. as a baby you literally only learn from watching hearing and experiencing and even today most would say experience is the best way to learn something. And yes of course there are different types of memory, the silly kind where you cram a whole bunch of useless information and then forget it after the test and then the important type of memory that deals with everyday functions and for instance the reason you remember words and names and events from the past.
Chapter 4 is about learning and memory and how marketers use this concept to get consumers to behave a certain way towards their products due to past experiences. Something that was interested to me was the section “Marketing Applications of Cognitive Learning Principles.” This talked about how marketers will market to us by showing effects of others who used the product, and thats what we do with most products we buy. We do research without knowing it. We will look for the reviews, and ask others recommendation. If we don’t like a product we blast on social media or tell friends, and vice versa when we do like a product.
The chapter 4 main ideas focuses memory and learning. It focuses on how marketers can use these tactics to make it easier to sell to the consumer better. This chapter has a lot to on the psychological part of what goes on with the buyer and how the marketer can use this information to make us buy their products. These tactics are relevant to every day life because we use memory and learning and conditioning in everyday life. Whether if it’s going through a day of school or competing a regular task at home like feeding a dog. This was a very interesting chapter.
Based on Chapter 4, the main ideas are to focus on the basis of one’s memory and their basis of learning. This helps marketers because it help them sell their products. This chapter was interesting because in this chapter, it discusses how the marketer uses our memory and learning abilities in order to sell what they need to sell. They do this through advertisements and making sure that we connect with the products being sold, giving us reality and an experience. One example or business that does this so well is the Coca-Cola company, with their product they have something that makes you remember their name or the advertisments that may be occuring or relates to the product being sold.
chapter 4 was interesting discussing observational learning where consumers will observe other people or models using product and will buy or use the product because of how they see other people interacting with it or how it is perceived and others experiences. and the different steps involved in observational learning like attention, retention and observations
It was interesting to learn that learning has to do with experience and is an on going process that never stops. Learning goes so much deeper than just in the class room, people are constantly learning throughout everyday activities without even noticing. Within the video series, I found it interesting that with principle 5 of the 10 study principles, Dr. Chew commented on the fact that having the idea that we are are good at multi tasking actually makes us stupid. I some what can agree with him for the most part because when I am doing any school related work, I need to give all of my attention to each assignment at a time, if I let any outside distractions in I will loose focus.
In chapter four we were introduced into the psychological process of learning and memory and were asked to apply them to how marketers use them superficially. A main example I can think of is the iPhone and other current technological giants market. They make it seem like each new phone or device they are releasing is the best and newest thing, when in reality they are probably saving the best technology for the phone next year so you will buy this years device and next years.
Especially companies manipulate consumer learning and memory to keep them interested and spending on their products
The main topic in chapter four is learning and the different types of learning and how marketers use these tactics to get consumers to buy their product. One term they talked about that I found interesting was incidental learning. Incidental learning is when someone indirectly learns something and this happens a lot when it comes to ads and marketing. When someone sees an an ad for something they didn’t know existed but now wants, that can be an example of incidental learning.
The chapter4 has interesting elements and topic. Learning is a huge tool for marketers to use on consumers and how they can get them to buy certain products, These tactics are use everyday and we don’t even notice it. For example apple uses learning to get our attention and mind draw into apple products. They use celebrities to advertise and show off products.
Can you explain further how the use of celebrity spokesmodels is a means to engage the target audience in learning?
Chapter 4 talks about learning and the different types of learning. We learn what’s good for us and what we can benefit from. Marketers take advantage of this and use it to push their products. When we see people talking about the product we are able to learn more about the product which can lead to us buying it.
Your comment is a little vague. Can you share deeper insights into what learning and memory have to do with marketing?
You live and you learn. Chapter 4 as well as Professor Chew in his videos touched on this topic. Our life experiences combined with taught knowledge allows us to continuosuly grow mentally and become more aware and conscious humans. Knowledge can not be simply taught to someone, that person must actively listen and dedicate attention towards the subject to genuinely obtain further learnings.
Learning and memory is very important to consumer behavior. Its interesting how you can link two completely separate ideas that usually wouldnt have anything to do with each other. Learning works both ways, for example, a business uses learning to understand how a consumer behaves – habitual buying habits, where they shop, etc. On the other hand, learning is important for consumers because it gives you insight to products.
A concept that I found interesting about chapter 4 is the learning process. Learning is a relatively permanent change in behavior that is caused by experience.
Instead of direct experience, us as learners, can learn vicariously by observing events that affect others.
We can learn without even really trying and just by observing brand names on shelves. It’s an ongoing process. Our world of knowledge is constantly being revised as we are exposed to new stimuli and receive ongoing feedback. But the concept of learning covers a lot of ground, bouncing from a consumer’s simple association between a stimulus such as a product logo and a response to a bunch of cognitive activities.
In chapter 4 learning and memory we learn about how we retrieve memories when we decide to buy a product. Something I found interesting is one situational factor that has a role in what we buy is the environment in which we encounter the message. And we that is easier to recall a pioneering brand. This is the first band to enter a market. We would recall the first brand easier than the following brands.
I think there are for sure connections between how we learn and how marketers try to influence us in the sense that they manipulate us but i think it has to do less with learning and more with attention grabbing. It also depends on how/what is being sold.
I am curious to hear more of your thoughts on this. What is the goal of attention grabbing? Is it to try to make the target audience retain positive messaging about the product?
The best marketers are using learning and memory to understand, anticipate and act on the problems their sales prospects are trying to solve faster and with more clarity than any competitor.
chapter 4 covers learning and behavior and how how that effects us as consumers things like classical conditioning where one stimulus causes a response and one thing marketers need to be aware of is advertising wear out where an ad is run so many times it starts to cause a negative reaction to seeing it.
Chapter 4 focuses on memory and learning. One of the topics mentioned is retrieval of memory, which is the process of re-acessing or reviewing events from the past which have been stored in the brain. However, it does not repeat the same events identically to the original one. As stated in the book, there are two main methods of accessing memory: recognition and recall. Now, when using repetition we can transfer information from short-term to long-term. Marketers use this for consumers to remember their products but in my opinion marketers should be aware of avoiding annoying the customers by continually repeating the same message.
The retrieval of memory can sometimes be distorted or altered from the real events that took place. However, if the information is repeated and fully processed by a consumers brain it can get remembered over a period of time. Markets use constant advertisements to keep their products/services so that consumers may repeatedly process what is actually being sold to them. Later, when the said consumer has a need or want and plans on making a purchase they would, in theory, remember your product if advertised to enough.
The retrieval of memory is reassessing the information that was already stored in our brains. Marketers rely on the rely on consumers’ ability to retain information about products that can be revisited later so that the consumers can make a decision on the product. A great example of this concept is a trip to the grocery store. Typically when someone goes to the grocery store they write a list to remember the items that they want to purchase upon entering the store. There is a 80 percent chance that the customer will buy almost everything on that is on the list. The grocers rely on the ability of their customers to remember the information that they brought before to ultimately purchase the same goods again. The retrieval of memory has a big impact of the decision making of consumers.
The retrieval of memory is when you remember an object yo saw or something that happened to you from the past. Marketers use this as an advertising tactic. They play ads and slogans over and over again so they get stuck in your head and you remember them. When you think of a product you think of that ad or slogan or when you here the slogan you think of the product because you remember seeing and hearing them in the past.
Memory is an interesting topic in consumer behavior because depending on past experiences a person may be reminded of in a marketing scheme, will determine how they respond to the product. For example, if a person had a bad experience with a toy when they were a child, they may not purchase it for their own children when it is released on the market again. On the other hand, if an advertisement reminds the consumer of a time when they experienced happiness, they may use that memory to persuade them to make that purchase.
In chapter 4 another thing that stood out to me was cognitive development. Cognitive development is a child’s ability to make mature, “adult” consumer decisions obviously increases with age. Marketers segment kids in terms of their stage of cognitive development, or their ability to comprehend concepts of increasing complexity.
Your email address will not be published. Required fields are marked *