This document discusses consumer learning theories and their application to marketing. It covers several key theories:
- Behavioral theories including classical conditioning, instrumental conditioning, and observational learning. Classical conditioning involves pairing stimuli to create associations while instrumental conditioning uses reinforcement of behaviors.
- Cognitive theories which involve mental processing and problem-solving. This includes observational learning, rote learning, and reasoning.
- Marketers can apply these theories through repetition of ads, use of positive and negative reinforcement, and targeting messages based on consumer involvement levels. Measuring the impact of learning includes recall, awareness of ad arguments, and changes in brand attitudes and loyalty over time.