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MCS 2600 Chapter 7: Chapter 7 Consumer Behavior.docx

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lavenderkoala201
18 Apr 2012
School
University of Guelph
Department
Marketing and Consumer Studies
Course
MCS 2600
Professor
Lianne Foti

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Document Summary

The elements of consumer learning: to understand the process and four elements of consumer learning. Behavioral learning (1): to study behavioral learning and understand its applications to consumption behavior. Two major learning theories: (1) behavioral theories: based on observable behaviors (responses) that occur as the result of exposure to stimuli. 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. Cognitive association learning: conditioning seen as the acquisition of new knowledge about the world. Occurs through trial and error, i. e you try on several pairs of pants and finally find the ones that are right and fit you. Reinforcement of behavior: positive reinforcement: consists of events that strengthen the likelihood of a specific response. i. e using a shampoo that leaves your hair silky.

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