1. Chapter 7
Consumer Learning

2. Cognitive Learning Theory
A theory of learning based on mental information processing, often in response to problem solving.

3. Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

4. Behavioral Learning Theories
Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.

5. Elements of Learning Theories
Motivation
Cues
Response
Reinforcement

6. Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning

7. Classical Conditioning
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.

8. Instrumental (Operant) Conditioning
A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.

9. Basic Concepts of Classical Conditioning
Repetition
Stimulus Generalization
Stimulus Discrimination

10. Stimulus Generalization
The inability to perceive differences between slightly dissimilar stimuli.

11. Stimulus Generalization and Marketing
Product Line, Form and Category Extensions
Family Branding
Licensing
Generalizing Usage Situations

12. Stimulus Discrimination
The ability to select a specific stimulus from among similar stimuli because of perceived differences.

13. Stimulus Discrimination and Marketing
Positioning
Differentiation

14. Instrumental Conditioning and Marketing
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning

15. Observational Learning
A process by which individuals observe the behavior of others, remember it, and imitate it. Also known as modeling.

16. Cognitive Learning Theory
Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.

17. Information Processing
A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved.

18. Issues In Information Processing
How Consumers Store, Retain and Retrieve Information
Limited and Extensive Information Processing

19. Limited and Extensive Information Processing
Extensive and complex processing of information may not apply to all purchase decisions
Involvement may influence extent of information processing

20. Involvement Theory
A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

21. Issues in Involvement Theory
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement

22. The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central Route
Peripheral Route
Message Arguments Influence Attitudes
Peripheral Cues Influence Attitudes

23. Measures of Consumers Learning
Recognition and Recall Measures
Aided and Unaided Recall
Cognitive Responses to Advertising
Copytesting
Attitudinal and Behavioral Measures of Brand Loyalty

24. The value inherent in a well-known brand name.
Brand Equity
The value inherent in a well-known brand name.

25. Brand Loyalty
Consistent preference and/or purchase of the same brand in a specific product or service category.