TOPIC 6 PART B

CONSUMER LEARNING

GROUP MEMBERS
CHONG MING HAW IBU1709621
LOW SHIN YHING IBU1709660
ANG ZI EN IBU1709736
CHAN YI LING IBU1709749
NA SZE CHING IBU1709653
LI RUOLIN IBU1709193
6.7 (a) Use an example to explain how you or your
group learn a particular consumption
behavior by observing the behavior of
others and the consequences of their
behaviour.
企 业 管 理 知 识Learning
Observation 培训模板

Definition

The process through which individuals learn

behavior by observing the behavior of others
and the consequences of such behavior.
Elements of effective learning:
1. Attention
2. Motor Skills
3. Motivation
4. Memory
企 业 管 理 知 识Learning
Observation 培训模板

(NAPCAN, 2013)
企 业 管 理 知 识Learning
Observation 培训模板

Example

Shopping with mother Bargaining Observation Learning

6.7 (b)
Explain an instance where your role
model influenced your consumption
behaviour for a particular product or
service.
企业管理知
Example: 识 培 训the
Buying 模板 skincare products

Yoona- Ambassador
Represent beauty, natural, elegant
Attract fans or interest people to buy it.
6.8
Use the information processing model to
describe in detail how you learned the
course of Consumer Behavior
Information
企 业 管 理 知 识Processing
培 训 模 板 Model

The human mind is like a computer or information processor

From the senses (input), is stored and processed by the brain, and finally brings
about a behavioral response (output)
 Information
企 业 管 理 知 识Processing
培 训 模 板 Model

Retrieval Sensory Input

• Participate in final exam Knowing this Consumer Behavior subject
• We had gained a lot of knowledge when receive timetable of this semester
about Consumer Behavior

Encoding Sensory Store

• Do an assignment about the Consumer Lecturer had roughly introduced
Behavior subject
Information •
Processing about Consumer Behavior to us
• Know more deeply about Consumer • Brief knowledge of Consumer
Behavior and apply it to the assignment
Model
Behavior in our mind

Rehearsal
• More deeply about Consumer Behavior and provide us a lot of example and explanation for each
theory
• Do the tutorial questions and present it during tutorial class
• more memory about the consumer behavior theory that teach on that particular week
6.9 Find and explain one product or service
advertisement that appeal to:
(a) right-brain,
(b) left-brain and
(c) both sides of the brain.
Right-Brained
企业管理知识培 Individuals
训模板

Definition

• The creative side of things

• Heavily on their emotions
• Inclined toward language and music

Marketing Strategies

• Prefer something rather creative and original

(Kayla.D, 2019)
Advertisement
企 业 管 理 知 识 培Example
训 模 板 of Right-Brain

Marriott Hotels: Travel Brilliantly "This is not a hotel. It's an idea that
travel should be brilliant… It's not only
about where you're staying. It's about
where you're going."
Emotions:
• Surprise
• Anticipation
• Joy

(David Preece, 2019)

Left-Brained
企 业 管 理 知 识Individuals
培训模板

Definition

• Focused on fact and reason

• Organized, and prefers to focus on reality over
idealism

Marketing Strategies

• Prefer something that can prove itself useful

• Looking for something that is definitively better
than the competition through statistics and
examples

(Kayla, 2019)
Advertisement
企 业 管 理 知 识 培Example
训 模 板 of Left-Brain

Tu n e H o t e l s : R e l a x . E a t . S h o w e r. Tr a n s i t .

• Early flight, relax place and short sleep with the low price (Kayla, 2019)
Both
企业管 sides
理 知of
识 the
培 训Brain
模板

Trivago:
Jo van Es – Trivago Australia
Explanation
• Left-brain thinking has done wonders for
the marketing world, but right-brained
thinking should also be implemented

Tr i v a g o

• Right-brain: Enjoy, do what you like

• Left-brain: Compare price

(Kayla, 2019)
6.10
Find and explain one product or service
advertisement that is:
(a) high-involvement purchase and
(b) low-involvement purchase.
High-involvement
企业管理知识培训模 purchase
板

Definition

 Are important to the buyer.

 Are closely tied to the consumer’s ego and self-
image.
 Involve some risk to the consumer, include
financial risk (highly priced items), social risk
(products that are important to the peer group),
or psychological risk (the wrong decision may
cause the consumer some concern and anxiety).
High-involvement
企业管理知识培训模 purchase
板

Thus…

In making these decisions, a buyer will:

 Gathers extensive information from multiple
sources,
 Evaluates many alternatives, and
 Invests substantial effort in making the best
decision.
High-involvement
企业管理知识培训模 purchase
板

Covered area

Riverside, villa

Detailed address

Villa: Longfor Country Garden

Property is a product of high involvement purchase.

This advertisement shows the details of the property
and its most attractive attributes.
Low-involvement
企 业 管 理 知 识 培 训 purchase
模板

 Straightforward, require little

risk, repetitive, and often lead
to a habit.
 Are not very important to the
consumer.
 Financial, social, and
psychological risks are not Definition
nearly as great.
 May not be worth the
consumer’s time and effort to
search for exhaustive
information about different
brands or to consider a wide
range of alternatives.
Low-involvement
企 业 管 理 知 识 培 训 purchase
模板

Darlie

Toothpaste is a low-involvement product.

Consumers may buy the products due to:
 Celebrity effects, or
 “The toothpaste at home seems to run out”

Buyers typically collect little information and any

evaluation of alternatives is relatively
straightforward.
 For the following products or services, explain
whether central or peripheral route to persuasion
will likely to be a more effective marketing strategy.
(Tip: for each product or service, consider whether

6.11 it requires cognitive processing or learning through

repetition, passive processing of visual cues and
holistic perception).

a) wedding package
b) smart phone
c) car
d) tertiary education
e) fashion products
f) cosmetic products or cosmetic surgery
Definition
企业管理知识培训模板

Central Route
• Extensive problem solving for high involvement
purchases
• Requires cognitive processing to examine
information
• Provide a lot of information to persuade the
customers

Peripheral Route
• Limited problem solving for low involvement
purchases
• Less motivated to think
• Learning through repetition, visual cues, and
holistic perception.
 企业管理
Central or知Peripheral
识 培 训 模 板Route

Smartphone

Wedding Package
 Central Route
 Provide the details of information
 Cognitive Learning: When someone want to get married,
when the ads come across with him, he will emphasize
and choose the most suitable package for himself.
 Central Route
 High involvement product
 When someone want to get a new phone, he or she
must know the functions and the features of the
phone.
 Peripheral Route
 Use visual cues, repetition
 When someone get the phone ads repeated, he or she
will be getting influences to change his or her phone
although his or her original phone is still good in
condition.
企业管理
Central or知Peripheral
识 培 训 模 板Route

Te r t i a r y E d u c a t i o n

Car  Central Route

 Central Route  Cognitive Learning: Student will do survey
 Cognitive Learning: More emphasize on the before choosing an university in terms of
verbalization recognition, cost, facilities and etc.
企业管理
Central or知Peripheral
识 培 训 模 板Route

Fashion products Cosmetic products/surgery

 Peripheral Route  Peripheral Route

 It is not being persuaded by facts but by fame
and popularity
 Example: People tends to follow the new trend
of wearing style and buy according to the artist
or model they like.
 They pay less attention to the message itself
while being influenced by secondary factors,
such as visual appeal, attractiveness,
popularity and presentation.
THANK YOU
 Reference
企业管理知识培训模板

David Preece. (2019). Marriott Hotels: Travel Brilliantly. Retrieved 23 Nov 2019 from https://www.
youtube.com/watch?v=EYcOWxo-sU8
Kayla.D. (2019). Left-Brained vs. Right-Brained Marketing: How to Appeal to Both Types of Audiences. Retrieved 23
Nov 2019 from https://visme.co/blog/left-brain-right-brain-marketing/
NAPCAN. (2013). National Child Protection Week 2013. Retrieved 23 November 2019, from
https://www.youtube.com/watch?v=5JrtpCM4yMM
iResearch Services. (2018). Consumer Behavior Studies: High-Involvement versus Low-Involvement Buying. Retrieved
from https://www.iresearchservices.com/consumer-behavior-studies-high-involvement-versus-low-involve
ment-buying/
Icswb. (2018). Longfor Country Garden (Advertising). Retrieved from https://www.icswb.com/newspaper_article-det
ail-305937.html