Chapter 7

Question 1

What is consumer learning?

Answer 1

marketing perspective, it is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour. .

Question 2

What are the four elements of consumer learning?

Answer 2

1. Motivation
2. Cues
3. Response
4. Reinforcement

Question 3

Expand upon Motivation as an element of consumer learning

Answer 3

Unfulfilled needs lead to motivation, which spurs learning.

Question 4

Expand upon Cues as an element of consumer learning

Answer 4

stimuli that direct motives. Suggests a way to satisfy motive. (advert, packaging)

Question 5

Expand upon Response as an element of consumer learning

Answer 5

how a consumer reacts to a cue. Learning can occur even when responses aren’t overt

Question 6

Expand upon Reinforcement as an element of consumer learning

Answer 6

increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli.

Question 7

What is behavioral learning?

Answer 7

based on the premise that observable responses to specific external stimuli show that learning has taken place. When a person responds in predictable way to a known stimulus, they have learned.

Question 8

What are the three types of behavioral learning?

Answer 8

1. Classical conditioning
2. Instrumental (operant) conditioning
3. Observational conditioning