Define Learning From the Perspective of Consumer Behaviour Theory Essay

Define Learning From the Perspective of Consumer Behaviour Theory - Essay Example The proponents of this theory do not focus on the learning process but on the response of individuals to external stimuli.) this theory is also referred to as the stimulus response or vicarious theory. The classical and operant conditioning approaches try to explain this theory. According to classical conditioning, the stimulus is responsible for the response observed while for instrumental conditioning, the converse is true. When the classical conditioning is applied to consumer theory, the product brand triggers a response from the consumers that is desirable and enforces the desire to buy. This theory tries to achieve a particular response from unrelated stimuli, thus forming the basis of branding. The operant conditioning asserts that individuals will always act with reward in mind and avoid stimuli that result in punishment. This means that every behavior with pleasant results has a very high change to be repeated. Cognitive theory This theory explains learning based on the info rmation gathered and mentally processed in response to an actual problem. Even though there is no universally agreed theory on learning, the process is clear: learning happens, either intentionally or accidentally. For intentional acquisition of knowledge, the individual must have clearly sought the information through objective research. However, accidental learning just happens to find the individual. This is where advertising is most efficient in achieving (Evans, Jamal, & Foxall, 2006). The marketer is always interested in how the buyers learn as this information gives them an advantage in how they handle them. They always want to influence customer behaviour and this stems from the ability to teach the buyer their responsibility as consumers, the product of choice and its attributes. This is made effective through marketing and advertising (Lantos, 2010). The product of National museums of Australia is information. Its role is clearly defined and serves to inform the public on the Australian heritage and culture (National Museum of Australia, 2003-2010a). The first marketing communication strategy employed is that of accelerated information. The brand utilises its website as its online tool for advertising its activities and products. Its main product is information where it sells the Australian history and lifestyle. This is conducted through seminars, exhibitions and publications. The use of images of traditional Australians is an application of behavioural theory learning where the images invoke a conditioning of ‘our heritage’. Art galleries and buildings of national relevance derive the same effect. The individual is drawn to the article by the image and can open the article to acquire the information on the artifact or the classic architectures. The brand has journals, periodicals and e-news releases to ensure their position is maintained to be the first to point the consumer to the right direction. The brand shapes the perception of th e consumer on what forms part of the Australian culture and where they should visit (National Museum of Australia, 2003-2010a). Market target and segmentation is the other tool observed on the website. The aspect on segmentation is shown in this site that segments article to suite different markets. The brand is enhanced by

The Political Influence of Focus on the Family Essay

The Political Influence of Focus on the Family - Essay Example He first gained national recognition as the author of the book Dare to Discipline, in which he advocates using spanking as a form of disciplining children. His recognition as a family advocate and as a Christian leader led to what is now a huge organization dedicated to preserving traditional family values. In addition to the organization's radio broadcasts, it has a series of Bible-based magazines and publications geared toward various groups of people, such as teens, seniors, and singles, and also a political action magazine called Citizen, in which it encourages political involvement on various social issues. It also has an affiliate organization called Focus on the Family Action, which is focused on conservative political activism. Dobson writes, on Focus on the Family Action's website, that the affiliate organization provides "a platform for informing, inspiring and rallying those who care deeply about the family to greater involvement in the moral, cultural and political issues that threaten our nation." (Dobson, "About Us") As a special interest group, Focus on the Family's political focus is to support family values-related issues that are endorsed by the Republican Party. Dobson and Focus on the Family have a lot of pull when it comes to having their voices heard in Washington. He has been known to be very vocal on a wide range of things, including judiciary appointments, prayer in schools, and abstinence education. Dobson himself has been invited to the White House during both the Reagan and current Bush administrations to consult with staff on family-related issues. ("Focus on the Family") Focus on the Family speaks out on many political issues, though there are two "hot-button" topics on which the organization maintains strong opinions and that are at the forefront of the conservative movement politics today. Likely the most controversial issue to which Focus on the Family devotes much of its attention is same-sex marriage and gay rights. As defenders of family values, the organization's stance is that marriage is to be between a man and a woman. On the organization's Web site it is stated that marriage "deserves respect and protection. Any efforts to redefine marriage destroy the institution - and ultimately - civil and healthy society. Thus we oppose any government recognition or endorsement of marriage counterfeits, including same-sex unions." ("Same-Sex 'Marriage' and Civil Unions") Dobson and the organization also hold very strong opinions on the issue of abortion. They believe that the fetus is a human being from conception, and to abort that fetus is murder. Their pro-life stand is about protecting the rights of the unborn child. Francis J. Beckwith writes in an article on the organization's Web site that Focus on the Family believes "the unborn has a right to life that ought to be enshrined in our laws." (Beckwith) There are two main political tactics Focus on the Family has used to use its pull within the conservative movement. One of these is the use of scare tactics to encourage its millions of radio listeners, publishing customers, and other supporters to vote for and speak out in favor of Republican candidates and conservative stances. In his article "James Dobson: The Religious Right's New Kingmaker", Michael Crowley writes that "no one helped Bush win" the 2004 Presidential election "more than James Dobson." Crowley asserts that Bush may have won the swing