MKTG2112 Lecture 7: MKTG2112 WEEK 7
18 Jul 2018
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Document Summary
Learning: any change in the content or organisation of long term memory that occurs as a results of an individual"s information processing. Consumer learning: a process by which individuals acquire purchase and consumption related knowledge and experience that they apply to future related behaviour. What are consumers learning: values, attitudes, tastes, preferences, products/brand features, behaviour. Institutions: culture, personal experiences, advertising, mass media. These things are largely out of the control of marketers, however they can try understand what these learning tasks are. High involvement learning: consumer is highly motivated to learn and seek information. For high- involvement purchases with greater degree of risk. Low-involvement learning: consumer has limited or no motivation to learn. Marketers must recognise this and realise that consumers aren"t always waiting to be educated by marketers about products. Most consumer learning is in a low involvement context. Learning that is more complicated is better suited to high-involvement type learning.
