Consumer Learning and Attitude Formation

Consumer larn and Attitude definingEmily KeeganBecause not all learning theorists agree on how learning takes place, it is difficult to come up with a generally accepted definition of learning () starting line, consumer learning is a process that is, it continually evolves and diverges as a result of newly-acquired knowledge () both newly-acquired knowledge and personal experience serve as feedback to the individual and give up the basis for future behaviour in similar situations (Schiffman, Kanuck and Hansen 2008).In relation to the above quote, it is imperative to first understand that there argon m each different theories regarding how consumers learn. stock-still this essay intends to discuss and analyse the theme of how consumers learn and formulate their attitudes, by researching two different theories, which is learning by behaviour and learning by knowledge. Through these two different schools of thought we shall be discussing the study of conditioning, both classical and operant. This volition be done by discussing the works of famous learning theorists, such as Ivan Pavlov, and BF mule driver. In scathe of attitude formation, it is of course closely linked to our learning, as our attitudes are linked and are informed by our knowledge and feelings towards certain things, for pillow slip such as brand names. We shall then be applying this knowledge and these theories to relevant media examples, such as advertising, celebrities and media believes.It has long been a question in the study of consumer behaviour, are the behaviours and attitudes we possess, something we learn or something that we vertical inherently have. Theorists who agree with the notion of behavioural learning theories believe thatPeoples experiences are shaped by the feedback they receive as they go through life. Similarly, consumers respond to brand names, scents, jingles and other selling stimuli base on the learned connections they have formed over time (Solomon et al . 2010).Effectively meaning that any behaviours learned are a result of external add uprences in your life. This belief led to two of the near influential approaches to learning, the first of which was classical conditioning. Antonides and Raaij (1999, p.221) define classic conditioning as a process in which a previously neutral stimulation acquires the ability to elicit a response by tell association with a stimulus that naturally produces a similar response (Antonides and Raaij 1999).The roughly famous example of classic conditioning would of course be Ivan Pavlov and the salivating dogs experiment. In short Pavlov presented a dog with an unconditioned stimulus (which was food) and the dogs unconditioned response was to salivate. He then introduced a neutral stimulus (which was a bell), when the bell was rung, there was no conditioned response from the dog as he did not salivate. However during the conditioning process anytime Pavlov produced food to the dog he also rang the bell. During this process the dog began to associate the snuff it of the bell with food and after conditioning, when Pavlov simply rang the bell (the conditioned stimulus) without producing any food the dog would salivate, this became know as a conditioned response.Psychologist B.F. Skinner is probably best known for his character reference in demonstrating the make of operant conditioning. Bernstein (2010, p.181) defines operant conditioning as a process in which responses are learned on the basis of their rewarding or punishing consequences (Bernstein 2010). Skinner created what is now commonly known as the Skinner Box to study the learning patterns of wolfs.The skinner box is a cage that contains a food-release mechanism the animal activates when it responds in a certain demeanor for example, by pressing a lever or button a button. Through operant conditioning, organisms learn responses, such as pressing a bar that produces changes in the environment (release of food). In this form of learning the consequences of a response determine the likelihood that the response lead occur again. In this form of learning, the consequences of a response determine the likelihood that the response will occur again (Nevid 2011).A typical example of operational learning and conditioning in relation to the media, is advertisements. In our e rattlingday life the media surrounds or more specifically bombards us with adverts. Solomon et al (2010, p. 253) proposes that advertisements often pair a product with a positive stimulus to create a plummy association. In fact, most advertisements are so well conducted semiotically, with the intention that they remain in your memory and consciousness. One such technical that stuck in my mind was conducted by Lancome cosmetics. For their newest burden Tresor Midnight blush wine.For the advertisement Lancome hired famous young actress Emma Watson to be the star or the face of its advert. As Egan (2007) explains, Advertisers are willing to pay large sums of money for celebrities who would establish the greatest influence on the target audiences and who will, hopefully, influence the consumers attitudes and behaviours in a positive way towards the said brand. Lancome describes the perfume itself as sexy, sweet and playful and clearly felt that by using Emma Watson they were representing the perfume by using an actress who they felt embodied all those elements. So this would be a symbolic edict employed within the advertisement itself. As codes are utilise in media texts to make them coherent and meaningful.In the commercial (AutoCurate 2011) Emma is portrayed as an independent, beautiful young women living in Paris. Who one day visits a book shop and by chance meets the handsome young man who works there. However she leaves fucking her hat, which the young man clings on to in case he sees her again. One night sitting extraneous a caf he notices her walking down the street and runs after her. His chase l eads him to a boat which is just pulling away, so he thinks he has missed her. Then he turns around and there she is standing(a) behind him, its faith. Its meant to be.In reference to positive stimuli, we cease look at the name of the fragrance. Midnight could predicate magic and enchantment, as some people know midnight as the Witching hour. Or the enounce rose, as a rose is one of the most romantic flowers particularly associated with Valentines Day and love. The excogitation of a midnight rose is also significant as the rose is a flower which is supposed to extremum at this time. Which could stimulate a response that the cleaning woman who wears this perfume comes alive at night and blossoms. That by wearing this fragrance you will become this enchanting, magical, mysterious women. Thus creating in the mind of the consumer a desirable association with the brand.Perfume is a particularly relevant example of operant conditioning. For example if a woman purchased Tresor Midnigh t Rose and received compliments on her scent (a reward) then she is a lot more liable(predicate) to continue to purchase the perfume. However if she received prejudicial comments on her perfume (punishment), she is a lot slight likely to wear it again.Now in terms of attitude formationAttitudes can be based on cognitive, affective, and behavioural information () knowledge about an object can come either from read experience with the object or from indirect sources such as parents, peers, and the media (Millon and Lerner 2003).One of the most popular models used to describe how an attitude is formulated is the ABC Model. As explained by Augoustinos, Walker and Donaghue (2006) The ABC model takes ternary elements into account, Affect, demeanor and Cognition. Affect meaning, how the consumer feels about a certain object or product. Behaviour, essentially meaning an undisguised behaviour or intention towards an object. Finally by cognition, it is the cognitive response, meaning t he convictions and beliefs a consumer has towards a product, brand, person etc.An example that springs to mind, of the power that the media has in changing and shaping peoples attitudes is the Angelina Jolie case. As renowned by biographer Kathleen Tracy (2008), Jolie first began to be properly noticed in the late nineties with some very brazen and interesting film choices, such as Gia and Girl, Interrupted. However it wasnt until her breakthrough role as popular video game heroine Lara Croft in Tomb raider that she really came into prominence. Besides her daring film role choices Jolie was known as a bit of a wild child, due to her disoriented alliance with her father (acting legend Jon Voight) and her controversial marriages to both actors Johnny Lee Miller and Billy sour grass Thornton. Then of course there was her involvement in the divorce of Americas it couple Brad Pitt and Jennifer Aniston. While Jolie was formerly before seen as a rebellious and provocative young woman , she is now seen by many as a loving mother to six children and as an ambassador for some of the most global and valet de chambre renowned organisations, such as UNICEF.So the questions begs to be asked, how can strong opinions and attitudes towards someone or something change so drastically? Well what is an attitude?An attitude is the individual predisposition to evaluate an object or an aspect of the world in a favourable or unfavourable manner (Antonides and Raaij 1999).These attitudes of course can be changed. This is due to a number of reasons, for example the knowledge function. Meaning that our knowledge of a topic or a product can change how we feel about them. Like in the Angelina Jolie example, if your only knowledge of her, was her role in the Pitt and Aniston divorce, you may be inclined to have a negative attitude towards her. However after learning about all her humanitarian work and loving relationship between herself and her six children (that she has gone on to h ave with Brad Pitt), your attitude towards her is likely to change in a positive way.Another example of attitude formation, could be the recent debate on homophobia in the Irish Media. This debate sprung to the forefront after last weeks The Saturday Night Show on RTE. During the show, presenter Brendan OConnor was interviewing gay rights activist Rory ONeill (also known by his drag name Miss Panti Bliss). During this interview Mr ONeil made a number of comments about writers John Waters, Breda OBrien and the Iona Institute (a Catholic organisation, which promotes marriage and ghostly values), claiming that these people/organisation were homophobic. Since the show was aired, Brendan OConnor publically apologised on his Twitter for any offense that may have been caused and RTE paid the Iona institute compensation. This has caused outrage among many different groups in society and in a follow upA statement from RTE confirmed The Saturday Night Show will host a debate on homophobia wh at constitutes homophobia and who gets to define the word? (Irish Independent 2014).Theory of reasoned action social pinch P291. Self-perception theory and social judgement theory P285.ConcludeBibliographyAntonides, G. Raaij, F.V.W. 1999. accomplishment Processes IN Antonides, G. Raaij, F.V.W. (ed.) Consumer Behaviour A European Perspective. New York John Wiley Sons Ltd, p. 221.Augoustinos, M. Walker, I. Donaghue, N. 2006. Social Cognition An Integrated Introduction. 2nd ed. London Sage Publications Ltd.AutoCurate 2011. Emma Watson in Lancme Trsor Midnight Rose Advertisement Online. Available From http//www.youtube.com/watch?v=yVZ1wz7pz4U Accessed 31 January 2014.Bernstein, D. 2010. Instrumental and Operant Conditioning Learning the Consequences of Behaviour IN Hague, J.D. (eds.) Essentials of Psychology. 5th ed. USA Wadsworth, Cengage Learning, p. 181.Egan, J. 2007. Marketing Communications. London Thomson Learning.Irish Independent. 2014. RTEs The Saturday Night Show to host d ebate on homophobia. Irish Independent Irish News Online, 31 January. Available From http//www.independent.ie/irish-news/rtes-the-saturday-night-show-to-host-debate-on-homophobia-29966413.html Accessed 1 January 2014.Millon, T. Lerner, M.J. 2003. Attitude establishment IN Weiner, I.B. (eds.) Handbook of Psychology, Personality and Social Psychology. 6th ed. New York John Wiley Sons Ltd, p. 311.Nevid, J. 2011. Operant Conditioning Learning Through Consequences. IN Hague, J.D. (eds.) Essentials of Psychology Concepts and Applications. 3rd ed. USA Wadsworth, Cengage Learning, p.175.Schiffman, L.G. Kanuck, L.L. Hansen, H. 2008. Consumer Learning IN Schiffman, L.G. Kanuck, L.L. Hansen, H. (eds.) Consumer Behaviour A European Outlook. Essex Pearson Education Limited, p. 208.Solomon, M.R. Bamossy, G. Askegaard, S. Hogg, M.K. 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