MCS 2600 Lecture Notes - Lecture 4: Classical Conditioning, Observational Learning, Customer Satisfaction

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Response: consumer reaction to a drive or cue. Reinforcement: increases the likelihood that a response will occur in the future as a result of a cue. Behavioral learning: based on observable behaviors (responses) that occur as the result of exposure to stimuli. Cognitive learning: learning based on mental information processing: often in response to problem solving. 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. Increases the association between the conditioned and unconditioned stimulus: slows the pace of forgetting, advertising wear out is a problem. Stimulus generalization: having the same response to slightly different stimuli, helps me-too products to succeed, useful in, product extensions, family branding, licensing.