Discussion Part A: Behavioral and Cognitive Learning
Behavioral learning works under the assumption that learning is a response to external stimuli, an observable aspect. One major theory under this thought process is classical conditioning, which refers to a situation where a stimulus initiates response from another unrelated stimulus. The example of the bell causing salivation as the dog associated it with hunger is a perfect example (Solomon, 2020). Classical conditioning is applicable in marketing where a consumer may learn to associate a behavior or feeling with a particular brand. It is a logical explanation of why people buy the things they buy, and why they continually choose one product over another. For instance, Coca-Cola has been strategically marketed as a happiness and satisfaction production. The company uses physical activities and environments that cause thirst to make the consumer want to purchase the product whenever they're hot, exercised, or at the beach. On the other hand, cognitive learning is the application of creativity and learning during the learning process; i.e., the internal mental processes that help people master their environments (Solomon, 2020). One rampant theory of cognitive learning is observation. Observation learning involves watching others, or watching a process, remembering what one sees, and later replicating the same through one's own behavior. A good example for observation learning in marketing is using physically fit and attractive individuals to advertise healthy living life styles and products. For instance, to market a gym, the marketer will take videos of fit individuals working out at the gym. When people see what these people are doing, they will take note of the routines and start doing them too, hence successfully modelling behavior. Many will also result to joining the gym, since they want to look like the people on the adverts. Pioneering brand has a memory advantage over follower brands since it acts as the standard of comparison by which all follower brands are judged. Yet, during introduction, the pioneer brand had no competition, thus not comparison with other products. Further, consistent with both behavioral and cognitive learning theories, the first stimulus is often what people respond to most, and it is what the consumer tends to remember more.
Discussion Part B: Consumer Involvement: The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. Product involvement refers to a consumer's level of interest in a particular product. For instance, I only use one specific type of toothpaste since I believe that it satisfies my needs, it tackles my sensitivity issues, has a good mint balance so it doesn't sting as much, smells great, and it leaves me feeling fresh. Although the toothpaste is somewhat expensive, I cannot use a different product.