MCS 2600 Lecture Notes - Lecture 3: Social Influence, Observational Learning, List Of White Collar Episodes

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Learning the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour. Motivation unfulfilled needs lead to motivation. Response consumer reaction to a drive or cue. Reinforcement increase the likelihood that a response will occur in the future as a result of a cue. Based on observable behaviours (responses) that occur as the result of exposure to stimuli. Behavioural learning: classical conditioning (6pm and dinner time, a behavioural 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. Strategic applications of classical conditioning: repetition 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: A learned response is no longer reinforced.