The Impact of Cognitive Learning on Consumer Behaviour

Abstract This paper presents a descriptive and empirical elaboration of the importance of cognitive learning as a motivator of consumer behaviour. Commencing from the previous scientific knowledge related to cognitive learning as a complex mental process of forming opinions, attitudes, making decision for reacting either positively or negatively, etc, the main goal of this paper is to prove its impact on consumer behaviour. The field of research is the tourism business, while tourist consumers are the respondent sample (generally domestic) who have stayed in Ohrid. Through opinion polling of tourist consumers about the impact advertising has on the creation of their travel decision, directly, through their expressed judgment, a conclusion could be made about the importance of cognitive learning. The information obtained point out to the need of restructuring of advertising messages for reasons that the dominating factor for making a decision whether and where to travel lies in the consumer personality, in its structure to store knowledge and experience. The applied psychology finds scientifically founded methods and procedures on how to more reliably motivate and convince consumers to use products and services through cognitive learning. This paper makes a modest contribution not only in resolving the obstacles for attracting consumers in the tourism business, but to achieve higher credibility of suppliers as well. Liljana Batkoskaa*, Elena Koseskaa а Faculty of Tourism and Hospitality – Ohrid, University “St. Kliment Ohridski” – Bitola, Kej Marshal Tito 95, Ohrid 6000, Republic of Macedonia