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Chapter 5: Consumer Learning and Memory Retrieval (Elements of Consumer…
Chapter 5: Consumer Learning and Memory Retrieval
Elements of Consumer Learning
Motivation
The driving force within individuals that occurs
Cues
The stimuli that will direct a consumer towards fulfilling his needs
Response
How an individual reacts or behaves to fulfill his needs.
Reinforcement
Increases the chances for individuals to respond towards the cues in the future.
Classical Conditioning Theory
Repetition
Stimulus Generalization
Stimulus Discrimination
Instrumental Conditioning Theory
Fixed interval reinforcement
Fixed-ratio reinforcement
Variable-ratio reinforcement
Cognitive Learning
involves a complex series of mental an behavioral stages in making a purchase decision.
Information Processes
Memory Stores
Rehearsal
Encoding
Information Overload
Retention
Retrieval
Recognition and Recall Measures
Recognition tests
Recall tests
Brand Equity