COMMERCE 3MB3 Lecture Notes - Lecture 5: Loyalty Program, Zippo, Firstclass
5 Apr 2017
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Document Summary
Learning: acquisition of knowledge - e. g. , we"ve just learnt that consumers use mental schemas to organize their knowledge about products. This is the realm of cognitive learning theory which stresses the importance of inner mental processes. This is the realm of behavioural learning theory which sees the mind as a black box". It focuses on how external stimuli (a positive response to a request) affect behaviour (politeness). It stresses the importance of results, as opposed to processes. With behavioural learning our mind is a black box. Response is the input and whether we learn to do those behaviours more or less frequently. Sometimes you ask people for favours in polite way and rude ways. Then you realize that people are willing to do it if you ask politely. Unconditioned stimulus is a stimulus that elicits a response by itself, without any other props. Example 1: food or rewards elicit an approach response, while extreme spiciness elicits a rejection response.
