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
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Which one of the following can be legally protected ?
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Match the following:
List - I
(Stages of PLC)List - II
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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:
_______ believes that the consumers will favour those products that offer the best quality, performance and features and therefore the organisation should devote its energy to making continuous product improvements.
The ability to change human needs into wants is called
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
