Learning Theories

• How is learning defined in the context of consumer behavior?

  As a relatively permanent change due to experience
• What is an example of learning mentioned in the lecture?

  Students attending class to gain knowledge
• What is accidental learning in marketing?

  Learning that occurs by chance
• What are the two types of learning processes in marketing?

  Behavioral learning and cognitive learning
• What does behavioral learning focus on?

  Consumer responses to environmental stimuli
• What does cognitive learning assume about consumers?

  They engage in cognitive processes to solve problems
• How do cognitive learning theories view consumers?

  As problem-solving individuals acquiring information
• What is the role of memory in consumer learning?

  It stores information for future retrieval
• What are the three types of memory mentioned?

  Sensory memory, short-term memory, long-term memory
• What is sensory memory?

  Very short-term storage of sensory information
• What happens to sensory information if not acted upon?

  It disappears from memory
• How does short-term memory differ from sensory memory?

  It lasts longer but is still short-term
• What is long-term memory?

  Storage of information for a long period
• What is an example of long-term memory in marketing?

  Brand slogans like Nike's "Just Do It"
• What is the marketer's role regarding consumer memory?

  To ensure information is retained and retrieved
• What is the challenge marketers face with consumer memory?

  Consumers have different types of memory
• What is the significance of Pavlov's experiment in behavioral learning?

  It illustrates conditioned responses to stimuli
• What was the behavioral response observed in Pavlov's experiment?

  Dogs salivating at the sight of food
• What does the term "stimulus discrimination" refer to?

  Highlighting differences between original and lookalike products
• How can lookalike products impact original brands?

  They can damage brand image and perception
• What is instrumental conditioning in consumer behavior?

  Learning through rewards or avoiding punishments
• What is an example of positive reinforcement in marketing?

  Promises of rewards for using a product
• What is an example of negative reinforcement in marketing?

  Avoiding negative consequences by using a product
• What is frequency learning in consumer behavior?

  Learning through repeated performance of behaviors
• How do loyalty programs relate to frequency learning?

  They reward repeated consumer behaviors
• What is gamification in marketing?

  Incorporating game-like elements to encourage behavior
• How did Sainsbury's use gamification?

  By giving children collectible cards for shopping
• What are the key aspects of behavioral learning theories?

  • Focus on stimuli and responses
  • Conditioned responses through association
  • Application in marketing strategies
• What are the implications of lookalike products for luxury brands?

  • Loss of exclusivity
  • Damage to brand image
  • Consumer confusion between original and lookalikes
• What are the types of reinforcement in instrumental conditioning?

  • Positive reinforcement: rewards for behavior
  • Negative reinforcement: avoiding negative consequences
  • Punishment: discouraging unwanted behavior
• What are the benefits of gamification in marketing?

  • Encourages repeated consumer behavior
  • Engages consumers through game-like elements
  • Provides rewards for participation
• What is the role of marketers in consumer learning?

  • Capture consumer attention
  • Ensure information retention
  • Facilitate retrieval of information
• What are the three elements of brand attitudes?

  Affect, behavior, and cognition
• What does cognition refer to in brand attitudes?

  The beliefs held about specific objects
• What is cognitive information processing in consumer behavior?

  Prioritizing thinking before feeling and doing
• How does experiential consumption influence consumer behavior?

  It is based on feelings about the product
• What is the example given for experiential consumption?

  Trying products in Apple stores
• What are the three types of commitment in consumer behavior?

  Compliance, identification, and internalization
• What does compliance in consumer commitment mean?

  Buying products without strong attitudes
• What is an example of identification in consumer commitment?

  Using a specific laptop brand to fit in