Buyer Behavior
Chapter 7
Learning and Involvement
Basic Elements for Learning
 Motivation
 Acts as a spur to learning.
 Cues
 Stimuli that give direction.
 Response
 Behavior or action taken.
 Reinforcement
 Satisfaction of drive.
Classical Conditioning
 Unconditioned Stimulus
 Stimulus that routinely exists in the natural
environment.
 Unconditioned Response
 Response to stimulus that occurs by genetic
predisposition.
 Conditioned Stimulus
 Stimulus that is controlled by the experimenter
or manipulator.
 Conditioned Response
 Response to stimulus that results from
“pairing” and conditioning.
Pavlovian Model
Unconditioned
Stimulus (US)
Meat Paste
Conditioned
Stimulus (CS)
Bell
Conditioned
Stimulus (CS)
Bell
Unconditioned
Response (UR)
Salivation
Conditioned
Response (CR)
Salivation
Instrumental Conditioning
 Drive
 Strong, impelling internal or external
stimulus that stimulates activity.
 Cue
 More mild stimulus that triggers or directs a
particular action or behavior.
 Response
 The action or behavior pattern sought by the
experimenter
 Reinforcement
 External stimulus that satisfies or alleviates
the drive state.
Instrumental Conditioning
Learning
Negative
The increase in the
probability of response
on cue as the result of
previous
reinforcement.
The decrease in the
probability of
response on cue as
the result of previous
Extinction
Positive
The decrease in the
probability of response
on cue as the result of
termination of
reinforcement.
The increase in the
probability of response
on cue as the result of
termination of
reinforcement.
Instrumental Conditioning
Stimulus
Try Option A
Unrewarded
Situation
Try Option B
Unrewarded
Try Option C
Unrewarded
Try Option D
Rewarded
Repeat Option D
Information Processing
and Memory Store
Sensory Input
Rehearsal
Sensory Store
Working Memory
Forgotten:
Encoding
(Short-Term Store)
Lost
Forgotten:
Long-Term Store
Lost
Forgotten:
Unavailable
Retrieval
Modeling
 Primary Mode
 Begins at infancy and continue throughout life.
 Speech
 How child learns to speak and use language.
 Nonverbal Learning
 Development of expression and body language.
 Affective Learning
 Develops tastes and preferences by empathy.