3.11 : 학습 모델

The Learning Model of Consumer Behavior emphasizes that learning can change consumer preferences, attitudes, and decision-making through experiences, associations, and reinforcements.

There are four key elements.

First, consumers have needs or desires, known as drives, which propel them to seek products.

Second, stimuli or cues in the environment trigger a response from the consumer. Cues can be external, like advertisements, or internal, such as memories or emotions.

Third, consumers respond to cues by taking action, be it making a purchase, seeking more information, or being disinterested. Their earlier learnings or reinforcements influence the response to the cue.

And finally, a reinforced behavior increases the likelihood of repetition.

The model suggests that repeated exposure and positive reinforcement increase the likelihood of consumers adopting a specific behavior.

Marketers strategically use this by positioning products and tailoring strategies for positive reinforcements.

Critics argue the model oversimplifies consumer decision-making, focusing primarily on learning through repetition and neglecting emotional dimensions such as impulsive buying decisions driven by feelings.