Powerpoint presentation on consumer learning for the course consumer behavior. https://youtu.be/5tofGkLd1tk

1. CONSUMER LEARNING

2. BEHAVIORAL
LEARNING
CONSUMER LEARNING
COGNITIVE
LEARNING

3. BEHAVIORAL LEARNING
There are two types of behavioral learning with relevance to marketing:
1. Classical Conditioning
2. Instrumental Conditioning

4. CLASSICAL CONDITIONING
Pairing a stimulus with another stimulus that elicits a known response to
produce the same response when used alone.
Classical conditioning involves forming an association between two stimuli
resulting in a learned response.

6. INSTRUMENTAL (OPERANT) CONDITIONING
BEHAVIOR
REINFORCEMENT
NEGATIVE
REINFORCEMENT
PUNISHMENT
LIKELIHOOD
OF BEHAVIOR
LIKELIHOOD
OF BEHAVIOR
{NOT the
same thing!

7. Copyright © 2006 Pearson Education Canada
Inc. 6-7
Instrumental Conditioning and Marketing
Make the product the ultimate reward
Provide samples and free trials
Provide non-product rewards