McDonald's Consumer Behavior: Learning, Memory, and Nostalgia Impact

This essay examines consumer behavior within the context of McDonald's, focusing on the application of learning and memory theories, as well as the impact of nostalgia marketing. It discusses how learning theory relates to changes in consumer behavior based on experience, while memory theory focuses on retrieving information to influence perceptions and attitudes towards McDonald's products and services. The essay further explores the concept of nostalgia as a marketing tool, highlighting its role in creating emotional connections with consumers by evoking positive past experiences. By comparing learning and memory theories, the essay emphasizes the importance of understanding consumer needs and preferences in designing effective marketing strategies for McDonald's. The document concludes by emphasizing the role of nostalgia in influencing consumer decisions and brand perception. Desklib offers a range of similar solved assignments to aid students in their studies.

Consumer Behaviour

About McDonald's
McDonald's is among the world's largest fast food
chain that basically serve around 68 million
customers from all the over the world.
However, the fast food chain also operates their
operation in more than 115 regions and
countires around the world.
The fast food chain commonly deals in selling
hamburger, sandwiches, french fries etc. To all
age group person.

Learning and memory theory
Under learning theory it refers to a parmanent
change within the individual behaviour that is
being caused by experience.
However, the result of learning result in modifying
or change among the individual memory that
also changes the behaviour.
For example, customers will ignore consuming the
fast food items as they have fear of becoming ill.

Contd..
On the other hand, memory theory focuses on the
procedure of retrieving the information from the
mind of customers.
The impact of the memory theory is that it result in
modifying the perception and attitude of
customers towards the McDonald's products
and services.
Furthermore, it may also increases the sales as
well as profitability of the organization.

Defination of consumer behaviour
Consumer behaviour is the study of processes which are used by individual or organization to satisfy the needs and also study the impact of these
processes over consumers and to the society. Consumer behaviour is an important theory for the any organization which helps them to innovate their
existing marketing strategies far better.

Stages in consumer decisons making

The concept of Nostalgia
In the contemporary era of marketing to influence the behaviour of consumer organization are using the powerful tool of marketing that is they are
incorporating nostalgia marketing in the action. Nostalgia is defined as sentimental feeling from the past experience of product or services.
However, the nostalgic experience generally focuses on providing reassurance of past feeling of accomplishment and happiness. In the present
context of influencing consumer behaviour nostalgia plays significant role as branding strategies that enhances the image of brand in the mind of
customers.

Contd..
 Furthermore, nostalgia marketing focuses on establishing strong coalition of emotional connection among the brand and the ultimate
customers. However, the feeling associated with the past not only connect the consumer from the past but it also result in evoking self
directing thoughts of an individual.
 In the contemporary environment for initiating the advertising campaign organization are using the concept of nostalgia for attracting the
customers. However, it further support the individual in influencing their behaviour regarding purchasing the particular products.

Role of Nostalgia in consumer behavior
In the present scenario, Nostalgia can be considered as a feeling of sadness or happiness which has been developed by remembering events occurred
in the past. Furthermore, it has started to play very important role in the entire process of buyer behaviour. In simpler terms Nostalgia is defined as
the condition of being homesick. Consume behaviour consist of set of different characteristic which helps individuals to determine whether they
should buy a particular product or not.
People start living in their past when they are nostalgic. This means that they tend to buy products and services which they used to buy in past and
made them happy. Sometime, individuals also starts perceiving the fact that their past was more positive as compared to their present in which they
live. This means that nostalgia has an direct impact on consumer behaviour and it encourages them to buy products which they have already
experienced earlier.

Comparison of learning and memory
theory
Learning theory may also termed as cognitive
theory that generally focuses on analyzing or
measuring the requirement of the customers.
On the other hand, memory theory focuses on
retrieving the information from the mind of
customers.
Implementing cognitive theory also results in
desgining and manufacturing the food items as
per the requirement and needs of the individual.

References
 Marchegiani, C. and Phau, I., 2011. The value of historical nostalgia for marketing management. Marketing
Intelligence & Planning. 29(2). pp.108-122.
 Gineikiene, J., 2013. Consumer nostalgia liteture review and an alternative measurement perspective. [Pdf]. Available
through: <http://www.om.ef.vu.lt/cms/cache/RePEc_files/article_51.pdf>. [Accessed on 14th March 2016].
 Routledge, C. and et.al., 2012. The power of the past: Nostalgia as a meaningmaking resource. [Pdf]. Available through:
<http://www.southampton.ac.uk/~crsi/memory.pdf>. [Accessed on 14th March 2016].