MCS 2600 Chapter Notes - Chapter 5: Brand Equity, Umbrella Brand, Observational Learning

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

Document Summary

Learning - the process by which individuals acquire purchase and consumpion knowledge and experience that apply to future related behaviour. Moivaion unfulilled needs lead to moivaion. Response a consumer"s reacion to a drive or cue. Reinforcement increased likelihood that a response will occur in the future as a result of a cue. Behavioural learning observable behaviour"s (responses) that occur as a result of exposure to simuli. Cogniive learning learning based on mental informaion processing. Classical condiioning a behavioural learning theory, where a simulus is paired with another that elicits a known response that serves to produce the same response when used alone: ex. Instrumental (operant) condiioning learning based on trial-and-error process: habits are enforced as a result of posiive experiences resuling from certain responses or behaviours, ex. If you like the it then that is a posiive reward and you are likely to buy the same kind again.