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Understanding Consumer Learning Theories

The document discusses consumer learning, including the elements of learning theories such as motivation, cues, response, and reinforcement. It covers behavioral learning theories like classical conditioning, instrumental conditioning, and modeling/observational learning. Classical conditioning involves pairing a stimulus with another that elicits a known response to produce that same response when the stimulus is used alone. Marketers must teach consumers where to buy products, how to use them, how to maintain them, and how to dispose of them.

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Harish kalia
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28 views3 pages

Understanding Consumer Learning Theories

The document discusses consumer learning, including the elements of learning theories such as motivation, cues, response, and reinforcement. It covers behavioral learning theories like classical conditioning, instrumental conditioning, and modeling/observational learning. Classical conditioning involves pairing a stimulus with another that elicits a known response to produce that same response when the stimulus is used alone. Marketers must teach consumers where to buy products, how to use them, how to maintain them, and how to dispose of them.

Uploaded by

Harish kalia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

Consumer Learning

Chapter Outline

• The Elements of Consumer Learning

• Behavioral Learning Theories

• Cognitive Learning Theory

• Measures of Consumer Learning

Learning

• The process by which individuals acquire the purchase and consumption knowledge and
experience that they apply to future related behavior

• Marketers must teach consumers:

– where to buy

– how to use

– how to maintain

– how to dispose of products

Elements of
Learning Theories

• Motivation

• Cues

• Response

• Reinforcement

Behavioral Learning Theories

• Classical Conditioning

• Instrumental Conditioning

• Modeling or Observational Learning


Classical Conditioning

A behavioral learning theory according to which a stimulus is paired with another stimulus that
elicits a known response that serves to produce the same response when used alone.

Models of Classical Conditioning


Figure 7-2a

Figure 7-2b

Strategic Applications of Classical Conditioning

Basic Concepts

• Repetition: Increases the association between the conditioned and unconditioned stimulus

Slows the pace of forgetting

Advertising wearout is a problem

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