According to the __________ theory, marketers can enhance demand for a product by associating it with strong drives, using motivating cues and providing positive re-enforcement.
Learning theory
Option 2 — Learning theory is correct.
Learning theory describes changes in an individual's behaviour that arise from experience. In consumer behaviour it is built on five concepts — drive, cues, response, reinforcement and, over time, generalisation and discrimination. Kotler explicitly notes that marketers can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. The wording of the stem is taken almost verbatim from this idea.
| Concept | Marketing use |
|---|---|
| Drive | A strong internal stimulus that impels action (e.g. hunger, status need). |
| Cue | A minor stimulus that guides when and how the consumer responds (packaging, ads, price). |
| Reinforcement | A satisfying outcome that rewards the response, making repeat purchase more likely. |
Why the other options are wrong: “Demand theory” is an economic price–quantity relationship; “Psychological theory” is too broad and is not a named model with these terms; “Two-factor theory” is Herzberg's motivation-at-work theory (hygiene vs. motivators), unrelated to drives and cues in buying.
Takeaway: drives + cues + reinforcement is the language of learning theory in consumer behaviour.
Similar Questions
Marketers have traditionally classified products on the basis of three characteristics : __________ , tangibility and use.
Which one of the following can be legally protected ?
Which one of the following is the demand state where “Consumers dislike the product and may even pay to avoid it” ?
“The customer wants an inexpensive car”. This is an example of which one of the following type of needs ?
Assertion (A) : Marketers are increasingly asked to justify their investments in financial and profitability terms and rarely in terms of building the brand and customer base.
Reasoning (R) : Organizations recognize that little of their market value comes from intangible assets.
Code :
According to Five-Stage Model of the Consumer Buying Process, which one of the following sequence is followed ?
Which of the following category of goods and services is most likely to require an aggressive use of the selling concept ?
What are the four main components of holistic marketing ?
Consider the following statements:
(a) Brand equity is essentially the same as brand valuation.
(b) Market segmentation and product differentiation are alternative marketing strategies.
(c) Durable goods normally require less personal selling, after sales service and seller guarantees, than the non-durable goods.
(d) Price discrimination in all forms is illegal in India.
Indicate the correct statements:
Consider the following statements:
(a) All marketing strategy is built on segmentation, targeting and positioning.
(b) A brand mantra must communicate both what a brand is and what it is not.
(c) Goal incompatibility is one of the major causes of conflict among distribution channel members.
(d) Physical goods, services and stores can have a brand name, but ideas and people cannot.
Which of these statements are true?
Important Questions from Marketing: Concept and approaches
Arrange the following stages in the marketing process of an enterprise:
A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
E. Control and evaluation of marketing programs
Choose thecorrectanswer from the options given below:
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
Traditionally, marketing has been viewed as:
_______ is making it more a challenge today than ever before, to upgrade customer services to get an edge over the competitiors.
