Learning and Memory Chapter 3 The Learning Process Products as reminders of life experiences Products + memory = brand equity/loyalty Learning: a relatively permanent change in behavior caused by experience Incidental learning Ongoing process Consumer Stimulus Response
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ResponseBehavioral Learning Theories
PLANKROADBREWERY.COMClassical Conditioning (Cont’d)
Figure 3.3 (Abridged)Observational Learning (Cont’d)
RETRIEVALRole of Memory in Learning
Figure 3.4 (Abridged)
Figure 3.5 (Abridged)Memory Systems