The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Consumer Behavior chapter 03 Learning and Memory theories MoghimiBahman Moghimi
This document discusses learning and memory theories relevant to consumer behavior. It covers classical and instrumental conditioning theories which propose that learning occurs through responses to external stimuli and rewards/punishments. Classical conditioning links an unconditioned stimulus to a conditioned stimulus through repetition, while instrumental conditioning associates behaviors with positive or negative outcomes. Cognitive learning theory suggests learning can be observational when people learn by watching others. The document also discusses memory processes including encoding, storage in sensory short-term and long-term memory, and retrieval factors. Marketers can apply these learning and memory concepts through techniques like branding, advertising, and loyalty programs.
The document discusses consumer buying behavior and the factors that influence consumer purchase decisions. It outlines a simple model of consumer behavior involving marketing stimuli, the buyer's black box of characteristics and decision making processes, and the buyer's response. It then discusses the psychological, social, cultural, and personal characteristics affecting consumer behavior and lists the stages in the buyer decision process.
The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Consumer Behavior chapter 03 Learning and Memory theories MoghimiBahman Moghimi
This document discusses learning and memory theories relevant to consumer behavior. It covers classical and instrumental conditioning theories which propose that learning occurs through responses to external stimuli and rewards/punishments. Classical conditioning links an unconditioned stimulus to a conditioned stimulus through repetition, while instrumental conditioning associates behaviors with positive or negative outcomes. Cognitive learning theory suggests learning can be observational when people learn by watching others. The document also discusses memory processes including encoding, storage in sensory short-term and long-term memory, and retrieval factors. Marketers can apply these learning and memory concepts through techniques like branding, advertising, and loyalty programs.
The document discusses consumer buying behavior and the factors that influence consumer purchase decisions. It outlines a simple model of consumer behavior involving marketing stimuli, the buyer's black box of characteristics and decision making processes, and the buyer's response. It then discusses the psychological, social, cultural, and personal characteristics affecting consumer behavior and lists the stages in the buyer decision process.
