Chapter 5 Flashcards
Learning
applying one’s past knowledge and experience to present circumstances and behavior
types of learning
- intentional
- incidental
intentional learning
learning is acquired as the result of a search for information
incidental learning
learning is acquired by accident or without much effort
4 elements of learning
- motives
- cues
- response
- reinforcement
motives
driving force within an individual that impels them to act
cues
stimuli that direct motivational behavior
response
reaction to a drive or cue
reinforcement
is the reward, the pleasure, enjoyment and benefits that the consumer receives after buying and using a product or service
classical conditioning
a form of behavioral and learning, stating that animal and human alike, can be taught behaviors and associations among stimuli through repetition. Some describe it as a “knee jerk” (automatic) response to a drive that builds up through repeated exposure to a stimulus
unconditioned stimulus
stimulus that occurs naturally in response to given circumstances
conditioned stimulus
stimulus that became associated with a particular event or feelings as a result of repetition
conditioned response
response to conditioned stimulus
strategic applications of classical conditioning to consumer behavior
- associative learning
- repetition
- stimulus generalization
- stimulus discrimination
instrumental conditioning
behavioral learning based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards, received for certain responses or behaviors (shopping for jeans, finding the perfect one after several tries)
hemispheric lateralization
a theory whose premise is that the human brain is divided into two distinct cerebral hemispheres that operate together, but specialize in processing different types of cognitions. The left hemisphere is the center of human language; it is the linear side of the brain and primarily responsible for reading, speaking and reasoning. The right hemisphere of the brain is the home of spatial perception and nonverbal concepts, it is nonlinear and the source of imagination and pleasure
degree of brand loyalty depends on 3 factors
- the consumer’s risk aversion or variety seeking
- the brand’s reputation and availability of substitutes brand
- social groups influences and peers’ recommendations
