Learning - Four models of consumer learning - Instrumental learning
3 important questions on Learning - Four models of consumer learning - Instrumental learning
What is instrumental learning/instrumental conditioning/operant conditioning?
A process where one learns behavior because its rewarding.
We learn a response because it is instrumental to obtaining a reward.
'Eat your vegetable,s and you'll get dessert.'
Name the two types of rewards with regard to instrumental learning. Explain both types.
- Extrinsic reward: external to the product; e.g. coupons, sweepstakes, rebates and loyalty programs.
- Intrinsic reward: built into the product itself, consumers learn to buy and use a product because they find the product itself rewarding.
As a marketer should you make your product intrinsically or extrinsically rewarding?
As marketers you should make your product itself intrinsically rewarding to the consumer. As a marketer, you have to get the consumer to learn to respond primarily to your product, not to extrinsic rewards. That way, the consumer buys the product not merely because of a coupon or sale (extrinsic reward) but because he likes the product itself more.
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