Consumer Learning and Attitude Formation

Consumer Learning and Attitude Formation Emily Keegan Because not all learning theorists agree on how learning takes place, it is difficult to come up with a generally accepted definition of learning (†¦) first, consumer learning is a process; that is, it continually evolves and changes as a result of newly-acquired knowledge (†¦) both newly-acquired knowledge and personal experience serve as feedback to the individual and provide 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 are many different theories regarding how consumers learn. However this essay intends to discuss and analyse the topic 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 will be done by discussing the works of famous learning theorists, such as Ivan Pavlov, and BF Skinner. In terms 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 example such as brand names. We shall then be applying this knowledge and these theories to relevant media examples, such as advertising, celebrities and media debates. 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 just inherently have. Theorists who agree with the notion of behavioural learning theories believe that: People’s experiences are shaped by the feedback they receive as they go through life. Similarly, consumers respond to brand names, scents, jingles and other marketing stimuli based on the learned connections they have formed over time (Solomon et al. 2010). Effectively meaning that any behaviours learned are a result of external occurrences in your life. This belief led to two of the most 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 stimulus acquires the ability to elicit a response by repeated association with a stimulus that naturally produces a similar response’ (Antonides and Raaij 1999). The most 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 dog’s 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 sound 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 known as a conditioned response. Psychologist B.F. Skinner is probably best known for his role in demonstrating the effects 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 animals. The skinner box is a cage that contains a food-release mechanism the animal activates when it responds in a certain way – for example, by pressing a lever or pushing 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 will 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 everyday 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 desirable association’. In fact, most advertisements are so well conducted semiotically, with the intention that they remain in your memory and consciousness. One such commercial that stuck in my mind was conducted by Lancome cosmetics. For their newest perfume ‘Tresor Midnight Rose’. 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 hold the greatest influence on the target audiences and who will, hopefully, influence the consumer’s 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 code employed within the advertisement itself. As codes are used 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 behind her hat, which the young man clings on to in case he sees her again. One night sitting outside a cafà © he notices her walking down the street and runs after her. His chase leads 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 behind him, its faith. It’s meant to be. In reference to positive stimuli, we can look at the name of the fragrance. Midnight could connote magic and enchantment, as some people know midnight as the ‘Witching hour’. Or the word rose, as a rose is one of the most romantic flowers particularly associated with Valentine’s Day and love. The concept of a midnight rose is also significant as the rose is a flower which is supposed to bloom at this time. Which could stimulate a response that the 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 Midnight Rose’ and received compliments on her scent (a reward) then she is a lot more likely to continue to purchase the perfume. However if she received negative comments on her perfume (punishment), she is a lot less likely to wear it again. Now in terms of attitude formation: Attitudes can be based on cognitive, affective, and behavioural information (†¦) knowledge about an object can come either from direct 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 three elements into account, Affect, Behaviour and Cognition. Affect meaning, how the consumer feels about a certain object or product. Behaviour, essentially meaning an overt behaviour or intention towards an object. Finally by cognition, it is the cognitive response, meaning the 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 people’s attitudes is the Angelina Jolie case. As noted by biographer Kathleen Tracy (2008), Jolie first began to be properly noticed in the late nineties with some very daring and interesting film choices, such as ‘Gia’ and ‘Girl, Interrupted’. However it wasn’t 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 estranged relationship with her father (acting legend Jon Voight) and her controversial marriages to both actors Johnny Lee Miller and Billy Bob Thornton. Then of course there was her involvement in the divorce of Americas ‘it’ couple Brad Pitt and Jennifer Aniston. While Jolie was once 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 world 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 have 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 O’Connor was interviewing gay rights activist Rory O’Neill (also known by his drag name Miss Panti Bliss). During this interview Mr O’Neil made a number of comments about writers John Waters, Breda O’Brien and the Iona Institute (a Catholic organisation, which promotes marriage and religious values), claiming that these people/organisation were homophobic. Since the show was aired, Brendan O’Connor 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 up; A statement from RTE confirmed: The Saturday Night Show will host a debate on homophobia; what constitutes homophobia and who gets to define the word? (Irish Independent 2014). Theory of reasoned action – social pressure! P291. Self-perception theory and social judgement theory! P285. Conclude!!! Bibliography Antonides, G. Raaij, F.V.W. 1999. Learning 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 Lancà ´me Trà ©sor 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 debate 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 Formation 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. Learning and Memory IN: Solomon, M.R. Bamossy, G. Askegaard, S. Hogg, M.K. (eds.) Consumer Behaviour: A European Perspective. 4th ed. Essex: Pearson Educated Limited, p. 246. Solomon, M.R. Bamossy, G. Askegaard, S. Hogg, M.K. Learning and Memory IN: Solomon, M.R. Bamossy, G. Askegaard, S. Hogg, M.K. (eds.) Consumer Behaviour: A European Perspective. 4th ed. Essex: Pearson Educated Limited, p. 253. Tracy, K. 2008. Angelina Jolie: A Biography. Washington: Greenwood Publishing Group. 1

Replacements to CFCs Essay -- CFC Environment Geology

Missing Chart What do CFCs do? CFCs are commonly used as refrigerants, solvents in industrial cleaning applications, and as aerosol propellants. Why are CFCs being replaced? When CFCs work their way up into the stratosphere, UV radiation from the Sun can break the molecule down, and release a chlorine atom. This chlorine atom then interacts with an ozone molecule (ozone is vital to the Earth's system in that it protects the surface from harmful UV rays). This interaction results in the destruction of ozone and the eventual release of the chlorine atom to break apart another ozone. It has been estimated that one chlorine atom can dismantle about 100,000 ozone molecules. Ozone's importance and the direct threat to it by CFCs, are the reasons behind the replacement of the chemicals. One thing to notice from the chart is the extremely high ODP for the Halon compounds. These compunds (as can be seen from their formulas) contain a bromine atom that can destroy more ozone when compared to a chlorine. This occurs because it takes longer for a bromine atom to be taken out of the stratusphere. Halons were used in foam blowing apparatuses for fire-retarding systems, but were phased out along with CFCs. Innovative chemical companies With the advent of the Montreal Protocol and other legislation to reduce the production and use of CFCs, companies have increased research and development of replacement system and/or chemicals. The companies that have produced proven products for cleaning, refrigeration, and propellant use are 3M and Dupont. Their products Dupont is a world renowned company whose major contributions include chemicals. On the order of CFC replacement, Dupont has developed hydrofluo... ...iverging nozzle where it is accelerated to supersonic speeds. The supersonic gas-liquid stream is directed onto components that require cleaning or cleanliness verification. The velocity imparted to the water by the gas flow gives it sufficient momentum at impact to remove contaminants on the surface of the component being cleaned or verified while simultaneously dissolving the contaminant into the water, which can be captured for cleanliness verification. The flow parameters for the gas-liquid nozzle can be set so virtually any gas and liquid can be used for a desired flow and mixing ratio. In addition, the size and number of nozzles are adjustable. This adjustability makes it possible to create sizes ranging from small handheld cleaning nozzles to very large multiple-nozzle configurations. Unfortunately, the cost and maintenance required for such a system is high.

Freshman Year Survival Guide

Freshman Year at Howard University: Survival Course Being a freshman at Howard University can be the start of a great life for a young black person. Student’s freshman year is the year that can mold or break them. Being a freshman at any college is very opportunistic. However, at Howard if a student starts of their college career strongly, it can propel them to do well their remaining years at the university. On the other hand, at Howard University if a student doesn’t address school seriously they can run into an abundance of distractions that can hurt a student’s college career.In saying that, it’s evident that the social scene at Howard University is prelevant enough to swallow a student’s time and focus. How would freshman students know how to balance out the fun and still focus on their education without previous knowledge of how Howard is? It would be very difficult to say the least. Howard University should require mandatory courses and meeti ngs that freshman attend to tell them how to get through their freshman year the correct way. One might ask, what does the proposed way of getting through your freshman year consist of?I think the prototypical freshman year should consist of getting solid grades, joining clubs that has other students from the same states, maybe getting a job on campus your second semester, and having an easy transition to becoming an independent person, would be the main components. In addition, clubs and groups can be very effective to students coming from sheltered backgrounds. In addition, students who will have always been organized have a vision of what they should live up to or excel beyond.Furthermore, these mandatory courses would just be a three credit hour course taken one of the semesters of the year. To reiterate, there are lot of books written on how to get through your freshman year of college. I think that a book could be written on how to get through your freshman year specifically a t Howard University as well as a course being taught about the book. In high school, students were required to go to advisory meetings. So that the students could be hear what the school thought was necessary for them to know.So I think that college freshman should be required to do the same thing. On the other hand, sometimes, mandatory meetings in freshman dormitories are held that exemplify about ways to help freshman get through their first year at Howard. However, not all students attend these meetings and miss out on important information for them. If students had to attend seminars that teach them how to get through their year by showing the futures of a balanced student and a student who parties too much, I think they would follow the right path.Likewise, one of the biggest reasons why students struggle or even drop out their first year of school is because they can’t balance partying and extra curricular activities with school. That is why students should be shown wh at happens when a freshman at Howard takes the wrong route by almost dropping out. Easily, freshman could easily get too wrapped up in everything else besides school because of Howard University’s environment.So when students attend these seminars and classes they can see the careers of a prototypical student and worst possible student at Howard University. Obviously, freshman year for a student at any school is important. Students should have the opportunity to know the best and worst they can do as they take on a big change in their life. At a University as prestigious as Howard University, why not ensure future greatness by attempting to make the freshman of Howard as comfortable and informed as possible. Word Count: 627

On The Roof Of The World By Sir Charles G. D. Roberts

1) I believe that there are many ways that the author has chosen to set-up a man and animal as competitors in the story â€Å"On The Roof Of The World† by Sir Charles G. D. Roberts. One of the reasons that the author has set up a man and an animal as competitors is that unlike normal circumstances where mankind is on top of the food chain, higher that every other living thing known. In this short story, the man and the polar bear are on approximately the same level of the food chain. As the bear is equipped with claws, the man evens himself out with the spear he had fashioned himself. The author seems write this to portray his question of, is humankind more superior to other living species when having to live in almost the exact same conditions in which the animals live in? Another way it thinks that the author has set-up a man and an animal as competitors is to show how similar things a human would do like an animal if put in such a situation such as high winds, predators, and a constant danger of frostbite, a human would only care about three things, food, shelter and water like an animal. With the only source of food, a human would resort to savage ways so si milar to the ways of a polar bear as the story states, â€Å"without an instant s hesitation the man hurled his spear† (p. 164) and when â€Å"with a growl of rage, the bear tore it loose and charged upon the man† (p. 164). This shows that when a human is exposed to this type of environment, they would kill for food withoutShow MoreRelatedHumanities11870 Words   |  48 Pagesevolved from ideas based on previous developments in art. 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