This document discusses consumer learning and the factors that influence it. It covers: 1. Types of learned behaviors including physical, symbolic, and problem solving. 2. Four elements of learning: motives, cues, responses, and reinforcement. 3. Theories of learning including cognitive learning processes, behavioral learning theories like classical and operant conditioning, and modeling processes. 4. External influences on consumer behavior such as culture, subculture, social class, and reference groups.