Transcription of CHAPTER 7
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CHAPTER 7
164 Copyright 2010 Pearson Education, Inc. CHAPTER 7 Consumer Learning LEARNING OBJECTIVES After studying this CHAPTER students should be able to: 1. Understand the process and four elements of consumer learning. 2. Study behavioral learning and understand its applications to consumption behavior. 3. Study information processing and cognitive learning and understand their strategic applications to consumer behavior. 4. Study consumer involvement and passive learning and understand their strategic affects on consumer behavior. 5. Understand how consumer learning and its results are measured. CHAPTER SUMMARY Consumer learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.
b) This effect is known as advertising wearoutand can be decreased by varying the advertising messages. c) Wearout may be avoided by varying the message through cosmetic variationor substantive variation. 3. Some disagree about how much repetition is needed. a) The three-hit theory states that the optimum number of exposures to an ad is three.
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