Marketing Communications

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Marketing Communications

60

Consumer Behaviour And Marketing Communication

LEARNING

Learning is defined as changes in behaviour brought about by practice or experience. Categories of
learning theories are:

1. STIMULUS RESPONSE: This theory stipulates that the individual can be conditioned to
   respond to certain stimuli in a particular way and that repetition of the response soon leads
   to a habitual response that is linked to the stimulus.


2. GESTALT THEORY: This learning theory states that one’s perceptions and understanding of
   things should not be seen as a total process and not in terms of its parts such as size, shape
   or scent. The theory emphasizes the role of perception and understanding and minimizes
   the role of experience in learning situations.


3. COGNITIVE THEORY: The theory stipulates that the things an individual learns are
   cognitive structures, not just responses based upon previous experience or trial and error.


4. MEMORY: Is the ability to recall information, feelings and ideas. It is the evidence of
   learning. Positive or negative appeal can be recalled more quickly than neutral appeal.

COGNITIVE DISSONANCE

Cognitive dissonance is a form of post purchase anxiety; a consumer may suffer from the anxiety after
purchasing a product.

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