MKTG1204 Lecture Notes - Lecture 3: Deodorant, Ibuprofen Brand Names, Prestige Brands
Document Summary
Learning: any change in the content or organisation of long-term memory, result of information processing, consumer behaviour is largely learned behaviour, people build perceptions based on their learning and memory. Learning results from information processing, causing memory changes: related to stimuli. Information processing - conscious and deliberate in high-involvement learning; non-focused in low-involvement learning. Involvement and learning: high-involvement conditions, defined as a situation in which the consumer is motivated to learn or process the material", high motivation to learn, seeking out the information, e. g. Types of learning: conditioning (behavioural, defined as learning that is based on the association of a stimulus (information) and a response (behaviour or feeling), classical conditioning, operant conditioning, cognitive learning, iconic rote learning, vicarious learning/modelling, reasoning. Classical conditioning (respondent: classical conditioning: establishing a relationship between stimulus and response to bring about the learning of the same response to a different stimulus.
