MARK 201 Chapter Notes - Chapter 5 part 2: Brand Loyalty, Reinforcement, Psychographic
Document Summary
Consumers learn which information sources to look for about products and services, which evaluative criteria to use when assessing alternatives, and how to make purchase decisions. Learning: behaviors that result from repeated experience and reasoning. Behavioral learning: the process of developing automatic responses to a situation built up through repeated exposure to it. Drive: a need that moves an individual to action. Cue: a stimulus or symbol perceived by consumers. Response: the action taken by a consumer to satisfy the drive. Stimulus generalization: a response elicited by one stimulus (cue) is generalized to another stimulus. Stimulus discrimination: a person"s ability to perceive differences in stimuli. Consumers also learn through thinking, reasoning, and problem solving without direct experience. Cognitive learning: making connections between two or more ideas or simply observing the outcomes of other"s behaviors and adjusting your own accordingly. *through repetition of advertisements and messages, firm"s influence this type of learning.
