Consumer Learning (A Consumer Behavior Topic)
Executive Summary Learning is a behavioral modification that occurs through experience or conditioning. Researchers have carried out studies to understand consumer learning. According to the behavioral learning theory, learning occurs from exposure to external stimuli such as advertising and according to the cognitive learning theory, consumer learning takes place by a process of internal knowledge transfer. Motivation, cues, response, and reinforcement are the basic elements of learning. Conditioning can be defined as "a learning process in which an organism's behavior becomes dependent on the occurrence of a stimulus in its environment. The most important aspects of classical conditioning are repetition, stimulus generalization, and stimulus discrimination. Instrumental conditioning, like classical conditioning, also has an association between stimulus and response but in instrumental conditioning, the stimulus that provides the most rewarding response will be learned. A...