Learning & Memory

Learning is a process where individuals consume knowledge and experience to gain a greater understanding of something, in particular consumer learning involves applying that knowledge and experience to future decision making or behaviour (Solomon, Russell-Bennet & Previte, 2019) . There are four main models of learning including: Cognitive learning, classical conditioning, instrumental conditioning and modelling (Solomon, Russell-Bennet & Previte, 2019) , however i am only going to focus on Cognitive learning. This theory is based on processing information, often in response to problem solving, this form of learning often occurs verbally or through reading.

Observational Learning is a form cognitive learning which involves learning through watching the behaviours of others and seeing the reinforcement they receive. Marketers will often try to draw the consumers attention to a desirable model, meaning they will attempt to make their product look attractive and create a gap between the consumers current state (what they have) and desired state (what they want).

In the situation of my brand, Subway, they always make the sandwiches look bright, colourful and tasty using visual effects. As well as actors full of life and friendly with happy, attractive smiles to play employees and show satisfied, happy customers to emphasis the good customer service and comfortable environment subway offers. When consumers see this they create the expectation that they will receive the same customer service and will be pleased with the product.

Consumers must then convert this information into action. Buying a product from subway is seen as a low-involvement activity which means customer don’t have to think to much about buying something as its inexpensive and low risk, being a well established brand. However although observational learning is good and effective, the consumer may still need motivation to perform these actions. Motivation can come from incentives such as discounts (e.g. “sub of the day”), meal deals and new products.

Here is an advertisement released in 2016 where we see the customer satisfaction and “full of life” employee. https://www.youtube.com/watch?v=3UucimuwjII also notice how the ad directors use subway as an escape from the cold, windy day, it emphasises the comfort of subway and the sense that just by eating subway your day instantly becomes better.

References
Solomon, M., Russell-Bennet, R., & Previte, J. (2019). Consumer behaviour (4th ed.).