MKTG 4150 Chapter Notes - Chapter 3: Reinforcement, Brand Equity, Umbrella Brand
17 Jul 2016
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Learning: refers to a relatively permanent change in behavior that is caused by experience. Experience does not have to affect learner directly. We can learn vicariously by observing events that affect others. We also learn when are not trying: ex. Consumers hum product jingles for products they don"t use. Concept of learning covers a lot of ground from simple associations between a stimulus to a complex series of cognitive activities. Behavioral learning theories: assume that learning takes place as the result of responses to external events as opposed to internal though processes. Approach mind as black box" that can"t be directly investigated. Observable aspects consist of things that go into the box (stimuli or events perceived from outside world) and things that come out of the box (responses or reactions to these stimuli: ex. Big as stimulus and salivating in reaction to this as response. View is represented by 2 major approaches to behavioral learning: classical conditioning, instrumental conditioning.
