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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Learning
Learning refers to any change in the content or
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Types of Learning
Conditioning
Cognitive learning
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Conditioning
Conditioning is based on the association of a stimulus (information) with a response (behaviour or feeling)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Classical Conditioning
Establishing a relationship between stimulus and
response to bring about the learning of the same response to a different stimulus Most common in low-involvement situations Learning is more often a feeling or emotion than information
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Operant Conditioning
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Cognitive Learning
Iconic rote learning
a substantial amount of low-involvement learning involves iconic rote learning achieved by repeated advertising messages
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Reasoning
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importance
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forgetting occurs when reinforcement for learning is withdrawn brand equity brand leverage
Stimulus generalisation
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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why your brand is different strength of original learning similarity of original learning environment to the retrieval environment
Response environment
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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retrieve relevant information Similarity of the original learning and the type of learning is important Marketers aim to replicate these situations
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Memory
Memory is the total accumulation of
working memory the role of images, sight, sound, smell, taste and tactile situations
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Memory (cont.)
Long-term memory
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Perceptual mapping
Product repositioning
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Next Lecture
Chapter 10: Motivation, Personality and Emotion
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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