Learning

• Learning: is applying one’s past knowledge and experience to present circumstances

and behavior.
• The Elements of Consumer Learning: motivation, cues, response, Reinforcement
• Classical Conditioning
• Instrumental Conditioning/operant-
http://blogs.umb.edu/psychmemorylearningvc/2013/11/04/the-difference-
between-classical-and-instrumental-conditioning/

• Observational Learning
• Information Processing:
• Cognitive Learning
Consumer Attitude Formation and Change.
• An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a
given object.
• The Tri-Component Attitude Model
• Multi-Attribute Attitude Models
• Changing the Motivational Functions of Attitudes
•  The Elaboration Likelihood Model-
• https://www.youtube.com/watch?v=3XNAPiZMgPQ
• https://alistapart.com/article/persuasion-applying-the-elaboration-likelihood-model-to-design

• Cognitive Dissonance Theory- https://www.youtube.com/watch?v=_ZazJLzruDc

• Assigning Causality and Attribution Theory-
• https://www.youtube.com/watch?v=z7JkaA02kiA
• https://www.youtube.com/watch?v=doMOHcTlK7o&t=31s

•  Foot-in-the-door technique and door-in-the-face technique-

• https://www.youtube.com/watch?v=sWExXVhQYSY
• https://www.youtube.com/watch?v=oENyNaZlV1s