Personal Influence: LEARNING
Learning = The process through
which a relatively permanent change
in behavior results from the
consequences of past behavior.
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Understanding Learning and the Diffusion of Innovations, Slides of Marketing Management
An overview of the learning process, the sources of learning, and the results of learning, including brand loyalty and extinction. Additionally, it discusses social factors that influence learning, such as reference groups, roles and statuses, family, culture, and subculture. The document also explores the diffusion of innovations and the various groups that adopt new products at different rates.
Typology: Slides
2012/2013
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Personal Influence: LEARNING
Learning = The process through
which a relatively permanent change
in behavior results from the
consequences of past behavior.
Source of Learning
Direct Experience = actual use
Indirect Experience = information obtained fromothers or observation of the behavior of others.
Social Factors
Reference
Groups
Roles &
Statuses
Family
Culture
Cultural Factors
Subculture Social Class
Buyer
How do products diffusethrough thepopulation over time?
(^1)
Innovators
(^1)
Early adopters
34%Early majority
34%Late majority
Laggards