Learning Construct: Its Implication for Marketing and Buyer’s Perception of Product Stimulus

Abstract

The objective of this paper is to examine the influence of learning as a construct on buyer’s perception of product stimuli and by extension its implication for the entire marketing process through the use of desk research. The article takes off with an introductive piece which is intended to prepare the minds of readers. It attempts to correct the notion that the consumer is a passive user of product stimuli or information. However, consumers are considered to actively process information about product, colour, advertising claims, packaging and nutritional messages. The main body of the article handles the contextual issues of the implication for marketing of learning construct and as well as the effect of same in buyers’ perception of product stimulus/stimuli. Thus, the implication of learning construct for marketing and buyer’s perception of product stimuli are explored modestly through the use of the enumerated learning variables: (i) motives (ii) brand comprehension (iii) choice criteria (iv) confidence (v) attitude (vi) intention (vii) satisfaction. And finally, a concluding paragraph follows in which learning construct is considered to serve as a medium or route through which learning takes place whilst brand loyalty and generalization provide the basis for selective exposure and perpetual bias in the entire process of perception. The article ends with the provision of references employed in generating this paper.