Learning and Consumer Involvement
Learning and Consumer Involvement It is essential to the marketing communications team at Nedbank to have a thorough understanding of how individuals learn. ... how they are motivated, and then they can try and teach the consumer about the various ways in which Nedbank can fulfil those needs. We know that the main need that motivates the Nedbank consumer is self-actualisation. ... Classical conditioning may teach the Nedbank consumer. ... Learning also relies on the ability of individuals to generalise. ... When deciding what bank to join, the one that fulfils the particular needs of the consumer is the one that is positively reinforced. ... The consumer will then use Nedbank if that is the need that he/she wants to satisfy. ... Model of Instrumental conditioning for the Nedbank consumer Continue to use Nedbank Regarding the way in which Nedbank consumer’s process information, Nedbank has to ensure that the image that enters the consumer’s sensory store has a positive value so that the consumer will further process the image. ... Nedbank must ensure that their ads are repeated, but no too much, to ensure that the consumer will rehearse the information and thus encode it. The fact that Nedbank uses verbal information in their advertising helps the consumer to encode their ads but this does require giving some thought to the ad. ... If the advert has been successfully encoded, the information will then move into the consumer’s long-term store where information is retained for extended periods. Nedbank does help the consumer in the retrieval of information once they have retained it simply because they stress the benefits that consumers will gain if they bank with Nedbank. The consumer who has a self-actualisation need will spend more time elaborating on the information concerned with Nedbank as it will enable the individual to aspire to a more distinctive lifestyle.