High-Involvement Learning - Consumer Behaviour, Let's Talk ...

1. Iconic rote learning involved “the association between two or concepts in the absence of conditioning” (Quester et al. 2011, p274). And, ... Skiptocontent May7,2017May12,2017sharonacheah High-involvementlearningisexplainedas“asituationinwhichtheconsumersismotivatedtolearnthematerial”(Questeretal.2011,p268).Consumersgetintothiscategorywhentheyarelookingforsomethingthatarerelevantlyimportanttothemortheyareinterestedintheproductwhichhasavariouschoiceinthemarket(Watherschootetal.2008). Learningcomesrapidandlastlongerwhentheconsumersareenjoyingusingtheproductssuchasagoodperformance car(Akbari2010).Theseconditionscanexplainbythelearningapproachwhichisconditioningandcognitive. Firstly,conditioningmeanshowanindividualresponsetotheinformationgiven(Questeretal.2011,p270).Thebasicformofconditioninglearningisoperant,whichoccursthroughtherewardsandpunishmentforbehavior(Cherry2016).Forexample,AirAsiacompanyhaverewardedtheloyalconsumersbygivingfreemilesasapositivereinforcementwhichencouragestheconsumertosupportAirAsia(Questeretal.2011,p275).High-involvementlearningoccursintheconsumerswhentheyareinterestedintherewardthatgivenbythecompanybecauseitcansavetheirflyingcostinthenextjourney. Next,Watherschootetal.(2008)statedthatcognitivelearningisamentalprocessthatsolvingaproblembasedonanindividual’sexperienceorknowledge.Thereis threetypesofcognitivelearning:- 1.Iconicrotelearninginvolved“theassociationbetweentwoorconceptsintheabsenceofconditioning”(Questeretal.2011,p274).And,iconicrotelearningcanbeachievedbyrepeatedadvertisingmessages.Itisbecausetheadvertisementcouldaffectconsumerbehaviorbystrengtheningreorganizationandrecallofbrand-relevantstimuli(Akbari2010).Forexample,thetargetcustomersofMazdacompanyreceivedmessagesuchas“Mazda’snewSUBcar”fromMazdacompany’sadvertisementonthebillboards,TV,andradio(Burrowes2012). 2. Vicariouslearningoccurswhenconsumerslearnedfromtheindirectsourcessuchashearingorobservation(Sincero2012).Toengagewiththetargetaudiences,theproducts productquality,valueorperformanceoftheproductareshownintheadvertisement(Akbari2010).Also,themarketersbelievethatthetargetaudienceswouldawareofthefeaturesoftheproductsfromtheadvertisement.Forexample,theconsumerswouldpurchaseaCX-5iftheywantedtheirscartohavea high-performanceengine (Burrowes2012). 3. Reasoningisthemostcomplexformofcognitivelearningbecauseanindividualneedtobeinnovativelycombinetheexistinginformationandnewinformationtogetherandformanewassociationandconcept(Watherschootetal.2008).Forexample,thepopularDIYYoutuberchannel,5minutecraftsalwayssharethewaytouseasimpleproductsuchasusepaperclipasaphonestandtosolvedailyproblems. BelowistheMazdaCx-5advertisementvideo Fromthisvideo,thecheetahshavebeenusedasanimaginarytooltomaketheconsumersthinkthattheengineofMazdaCX-5isasspeedyasthecheetah.Thisadvertisementhasleadedthecombinationoficonicroteandvicariouslearninginconsumers’mind.Intermoficonicrotelearning,theconsumershavebeenrepeatedlylistentotheadvertisementwhichshowonthetelevisionandunderstandCX-5hasagoodperformanceengine.And,thevicariouslearningoccurswhenconsumersareinterestedinthefeaturesofthecar,theconsumersstarttodoresearchontheCX-5,askothers’opinionandcomparethecarwithotherbrands.And,itincreasedthecarsalesby14.2%(MazdaNorthAmericanOperation2017). ThisisthevideothatshowexampleofReasoning Myexperienceonhighinvolvementlearning IdecidedtobuyanewlaptopbeforecomingtoAustralia.AsAsusZenbookandMacBookarehighlyrecommendedbymyfriends,Igetintothehigh-involvement  learningbycomparingthefeaturesofbothlaptopsandvisitthestores.Intheend,IhavechosenaMacbookbecauseithasbetterfeatures and manypeopleareusingit. ReferenceList Akhbari,M210,‘Differentimpactsofadvertisingappealsonadvertisingattitudeforhighandlowinvolvementproducts’,GlobalBusinessReview,vol.6,no.3,pp478-493,accessed1/5/2017, Burrowes,T2012,‘CheetahmorphsintocarinMazdaCX-5ad’,Mumbrella,accessed1/5/2017, Cherry,K2016,‘Whatisoperantconditioningandhowdoesitwork?’,VeryWell,accessed1/5/2017, MazdaNorthAmericanOperation2017, MazdareportsbestJanuarysalessince2012, PRNewswire,accessed1/5/2017, Waterschoot,WV,Sinha,KP,Kenhove,PV&Wulf,KD2008,‘Consumerlearninganditsimpactonstoreformatselection’,JournalofRetailingandConsumerServices,vol.15,p.194-210,accessed1/5/2017, Sharethis:TwitterFacebookLikethis:LikeLoading... Postnavigation PreviouspostJ.N.D-JustNoticeable Difference LeaveaReplyCancelreply Enteryourcommenthere... Fillinyourdetailsbeloworclickanicontologin: Email(required)(Addressnevermadepublic) Name(required) Website YouarecommentingusingyourWordPress.comaccount. ( Log Out /  Change ) YouarecommentingusingyourGoogleaccount. 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