Consumer behaviour, learning and purchase decisions - Essay Example

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Consumer behaviour, learning and purchase decisions

The basis of learning as it pertains to marketing is drive and motivation. Drive is “any strong stimulus that impels action…relying on a cue in the environment to determine the nature of the consumer’s response to a drive” (Boone & Kurtz, 2007, p.173). Learning and the relevancy of environment are large predictors of motivation once a marketer understands the dynamics of their target market, usually psychographic profiles. There is a concept in psychology related to memory and learning known as the social learning theory. Under this concept, individuals have a tendency to model the behaviors of others when they witness reward for these actions. This type of learning only occurs when the individual being observed is both credible and attractive.
Understanding this concept, marketers will develop a marketing strategy utilizing reputable celebrities or individual actors with similar lifestyle preferences as a means to motivate response or model behaviors under social learning theory. Certain psychographic lifestyle groups will gravitate more to modeling behaviors when the actor or celebrity endorser is credible and attractive, thus making an imprint on memory about the substance of product or the relevancy of the campaign. “In personal and non-personal communication, the message’s impact on the target audience is affected by how the audience views the communicator”. Kotler (2009) again identifies that messages have more persuasive value when stemming from a highly credible source of information. ...Show more

Summary

This essay is focused on the concept of consumer behavior. Reportedly, the method by which consumers learn and imprint stimulus or scenarios on memory has the ability to radically shift marketing premise and concept, especially as it relates to advertising and brand strategy. …
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