Lecture 6
3-1
, Learning
The process by which individuals acquire the
purchase and consumption knowledge and experience
that they can apply to future related behavior.
,The Learning Process
Learning: a relatively permanent
change in behavior caused by
experience
Incidental learning: casual,
unintentional acquisition of
knowledge
3-3
, THE ELEMENTS OF CONSUMER
LEARNING
Motivation
Unfilled needs lead to motivation
Cues
Stimuli that direct motives
Response
Consumer reaction to a drive or cue
Reinforcement
Increases the likelihood that the response will
occur in the future as a result of a cue
3-1
, Learning
The process by which individuals acquire the
purchase and consumption knowledge and experience
that they can apply to future related behavior.
,The Learning Process
Learning: a relatively permanent
change in behavior caused by
experience
Incidental learning: casual,
unintentional acquisition of
knowledge
3-3
, THE ELEMENTS OF CONSUMER
LEARNING
Motivation
Unfilled needs lead to motivation
Cues
Stimuli that direct motives
Response
Consumer reaction to a drive or cue
Reinforcement
Increases the likelihood that the response will
occur in the future as a result of a cue
