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

Learning TheoriesBehavioral TheoriesBased on observable behaviors that occur as the responses on exposure to stimuliCognitive TheoriesLearning based on mental information processingOften in response to problem solving

Elements of Learning TheoriesMotivationCuesResponseReinforcement

Behavioral Learning TheoriesClassical ConditioningInstrumental ConditioningModeling or Observational Learning

Classical ConditioningA 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

Classical ConditioningAfter Repeated Pairings

Applications of Classical ConditioningRepetitionIncreases the association between the conditioned and unconditioned stimulusSlows the pace of forgettingProblem is advertising wear-out occurs

Stimulus GeneralizationNo two situations are exactly alike. However, responses to certain situations can be applied to similar but different situationsBecause of the principle of generalization, the individual can adjust to new learning situations more smoothly because of the previous learning experiencesTypewriter to keyboard

Stimulus DiscriminationWhile generalization is a reaction to similarities of stimuli or responses, discrimination is the ability to differentiate between relatively similar stimuli where generalization would yield negative consequences

Instrumental (Operant) ConditioningA trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.

Types of ReinforcementPositive / Rewardevents that strengthen the likelihood of a specific response Negative / Punishmentnegative outcome that also serves to encourage a specific behaviorForgetting and Extinctionwhen a learned response is no longer reinforced, it diminishes to the point of extinction; that is, to the point at which the link between the stimulus and the expected reward is eliminated

A Model of Instrumental Conditioning

Observational LearningObserve how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning.

The consumer observes a positive response by two teens.

Cognitive Learning TheoryHuman beings learn most by problem solving, which enables individuals to gain some control over their environment

Information ProcessingRelates to cognitive ability and the complexity of the informationHow involved is the individual and how important it isIndividuals differ in imagery their ability to form mental images which influences recall

Information Processing and Memory Stores

Information ProcessingMovement from short-term to long-term storage depends onRehearsalEncoding

RetentionInformation is stored in long-term memoryEpisodically: by the order in which it is acquiredSemantically: according to significant conceptsTotal package of associations is called a schema

Issues in Involvement TheoryRelevance to the personCentral and Peripheral Routes to PersuasionMeasure of InvolvementHow involved is the consumer? Left brain / right brain?High involvement / visual component

Consumer RelevanceInvolvement depends on degree of personal relevance.High involvement is:Very important to the consumer Provokes extensive problem solving

Central and Peripheral Routes to PersuasionCentral route to persuasionFor high involvement purchasesRequires cognitive processingPeripheral route to persuasionLow involvementConsumer less motivated to thinkLearning through repetition, visual cues, and holistic perception

Peripheral route to persuasion

LoyaltyFunction of three groups of influencesPersonal driversUtility driversSocial driversFour types of loyaltyNo loyalty (whatever!)Covetous loyalty (attachment without owning)Inertia loyalty (lethargy)Premium loyalty (exclusivity)