II. Learning Theories
Learning Objectives
In this section, we will discuss learning theories and how marketers use these theories to market their products and services, reach consumers, and develop brand loyalty.
Upon completing this section, students should:
1. Define behaviour learning and summarize the key learning strategies associated with it.
2. Define observational learning and summarize the key learning strategies associated with it.
3. Give examples of behavioural and observational learning taking place in marketing contexts.
4. Discuss the role of memory and nostalgia in the learning process and their application in marketing.
6. Key Terms and Concepts
Associative learningAn aspect of behavioural learning theory involving the repetitive pairing of ...
7. Behavioural Learning Theories
Learning refers to the relatively permanent change in knowledge or behaviour that is the result o...
8. Cognitive Learning Theories
In contrast to behavioural theories of learning, cognitive learning theory approaches stress the ...
9. Memory and Retrieval
The most exciting advertisement is worthless if it doesn’t make a reasonably lasting impact on th...
10. Memory Failure and Cognitive Biases
As we have seen, our memories are not perfect. They fail in part due to our inadequate encoding a...
11. Chapter Reflections
Continue Learning As an example of Classical Conditioning, explore the repeated pairing of Roy...