The buyer behaviour topic that can be used to achieve consumer awareness of the impending changeover to digital TV can be done with the help of learning theory. Learning basically means when an individual’s behaviour changes when they learn from their past experience. It is a known fact that human behaviour is always learned. It has been believed by the theorists of learning that learning is created through the interplay of different drives, stimuli, cues, responses and reinforcements. Here drive can be defined as an internal stimulus that strongly impels any action.
In this, the government wants the general public to switch to digital TVs because they cost less than analogue ones and that they are better for humans (healthwise, especially for eyesight). With the help of this theory, the government is going to make sure that people become aware and switch to digital TVs. What going to happen here is that awareness about the self-actualisation stage of Maslow’s Theory is going to be created and developed by the government, and the general public is going to be attracted towards it, i.e., their drive would become the motive when it is directed towards a specific drove reducing stimulus, and in this case, it would be to purchase a digital TV.
The general public’s response to purchasing or switching to a digital TV is conditioned by the surrounding cues which have been created by the government. Cues here can be defined as minor stimuli that ensure that when, where and how an individual is going to respond, for example, seeing digital TV as a friend’s or a family member’s place, in an ad and reading about it in articles, or hearing about a special sales price on the digital TV or bringing in your old analogue TV and getting it replaced by a new and improved digital TV for a minimum price, all these are considered as cues which will be able to influence the general public in purchasing of a digital TV.