Learning

Learning

1. Learning as a result of information processing

   • Internal and external stimuli
   • Info processing

2. Involvement and learning

   • High-involvement conditions
     • High motivation to learn
     • Seeking out the information
   • Low-involvement conditions
     • Incidental exposure to information
     • Most consumer learning

3. Theories of learning

   • Conditioning
     • Classical conditioning
       • low-involvement
       • feeling or emotion
       • Unconditional stimulus
       • Conditioned stimulus
       • Unconditioned response
       • Conditioned response
     • Operant conditioning
       • Trial precedes liking
     • Reinforcement of conditioning
   • Cognitive learning
     • Iconic rote learning
       • low-involvement
       • repeated advertising messages
     • Vicarious learning/modelling
       • high- and low-involvement learning
       • demonstrates product use
       • complex
     • Reasoning
   • Behavioural
     • Instrumental (Operant) Conditioning

4. Stimulus generalisation

   • Product Line
   • Form and Category Extensions
   • Family Branding
   • Licensing
   • Stimulus Discrimination

5. process of shaping in purchase behaviour

6. characteristics of learning

   • Strength
     • importance and relevance
     • involvement
     • mood
     • reinforcement (or punishment)
     • stimulus repetitions
     • imagery
   • Extinction
   • Stimulus generalisation
     • Brand equity and/or leverage
     • cheap brands to mimic prestige brands
   • Response environment
     • Strength of original learning
     • Similarity of original learning environment to the retrieval environment