Consumer Behavior: Learning

These flashcards cover key concepts related to learning and consumer behavior, reflecting the important topics discussed in the lecture.

We can learn from our own experiences or from observations of others’ events, which is called __.

Incidental learning

Learning research can be divided into two broad streams: and .

Behavioral Learning Theories, Cognitive Learning Theories

In Behavioral Learning Theories, learning occurs due to responses to __ events.

external

Classical Conditioning consists of an __, a __, and a __.

unconditioned stimulus (UCS), conditioned stimulus (CS), conditioned response (CR)

Conditioning effects become stronger with __.

repetition

Stimulus Generalization refers to the tendency for stimuli similar to a CS to evoke similar __ responses.

unconditioned

Conditioning applied in marketing often involves pairing a product with __ stimuli to create desirable associations.

positive

In Instrumental Conditioning, learning occurs when we perform behaviors that get us positive outcomes and avoid negative outcomes, which is __ over time.

shaped

Positive Reinforcement strengthens responses to a behavior through a __ event following the behavior.

positive

Frequency Marketing rewards regular purchases with __ that improve with increased spending.

prizes

Cognitive Learning Theory emphasizes the importance of __ processes in learning.

internal mental

Observational Learning allows individuals to learn from the actions of __.

others

Four conditions needed for observational learning include attention, __, conversion, and motivation.

memory

Consumer Socialization is the process where young people acquire skills, knowledge, and __ relevant to functioning in the marketplace.

attitudes

Parents influence consumer socialization directly by controlling contact with __.

information sources

Marketers segment kids based on their Stage of __ Development.

Cognitive

Kids age 8 and younger spend an average of __ minutes a day consuming media.

144

Kids are more vulnerable to __ messages due to their cognitive development.

persuasive

Kids cannot distinguish between TV shows and __, raising ethical concerns for marketers.

commercials