What is learning in consumer behaviour?
A permanent change in behaviour caused by experiences.
What is an example of learning in marketing?
Search tools to compare information, or recognizing brand names, logos, and jingles.
What is a stimulus in consumer learning?
It’s when a consumer sees an item or brand, which then triggers memory processes and a response.
What are behavioural learning theories?
Perspectives on learning that assume learning takes place as a result of responses to external events.
What is classical conditioning in marketing?
Incidental learning where consumers respond to brand names, jingles, and stimuli based on mental associations.
What is associative learning?
Learning through associations between stimuli; for example, linking credit cards with larger purchases.
What is instrumental conditioning?
Learning that actions lead to rewards or punishments; consumers repeat behaviour that brings positive outcomes.
What happens when consumers receive positive feedback on a product choice?
They are more likely to buy that brand again.
What is an unconditioned stimulus?
A stimulus that naturally produces a response without prior learning.
What is a conditioned stimulus?
A stimulus that causes a response because of a learning experience.
What is stimulus generalization?
The tendency to respond to stimuli similar to the conditioned stimulus; e.g., consumers perceive similar shampoo packaging as similar quality.
What is stimulus discrimination?
When a similar stimulus does not produce the same response because it’s not associated with the unconditioned stimulus.
What is observational learning?
Learning by watching others and observing the rewards or outcomes of their behaviour.
What is memory in consumer behaviour?
The process of acquiring, storing, and retrieving information for later use.
What is encoding in memory?
When information enters memory and the consumer recognizes it.
What is storage in memory?
When knowledge is integrated with what is already in memory.
What is retrieval in memory?
When the mind accesses the desired stored information.
What is an associative model of memory?
A model explaining how consumers link products, branding, and uses through associations.
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Chapter 1 - Intro to Cb16
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Chapter 2: Perception29
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Chapter 3 - Learning and Memory18
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Chapter 4 - Motivation and Affect26
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Chapter 5 - The Self13
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Chapter 13 - Culture18
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Chapter 6 - Personality16
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Chapter 7 - Attitudes18
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Chapter 10: Group Influence26
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Chapter 12 - Income and Social Class20
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Chapter 11: Buying, Disposing, and Selling17
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Focus On33
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Traits4
