Week 2

Question 1

the learning process:

Answer 1

-Learning: Permanent change in behaviour through experience.
-Ongoing Process: Knowledge constantly revised through new stimuli and feedback

Question 2

classical conditioning:

Answer 2

• neutral stimulus is paired with an unconditioned stimulus, causing a response.

-Over time, the neutral stimulus triggers a similar response.

-The neutral stimulus becomes a conditioned stimulus after association with the unconditioned stimulus.

Question 3

operant learning:

Answer 3

-individuals learn behaviours through positive outcomes and avoid those with negative consequences.

-Desired behaviour is shaped by reinforcement and rewards.

-Learning occurs through receiving rewards for the desired behaviour.

Question 4

types of learning and behaviours in consumer behaviour: *****

Answer 4

-cognitive learning
-observational learning
- consumer socialisation

Question 5

cognitive learning:

Answer 5

• Focuses on internal mental processes rather than behaviour.
• Consumers are problem-solvers using information to navigate their environment.
  Schools of Thought:
• Conditioning occurs through conscious hypotheses.

-Non-conscious procedural knowledge leads to automatic behaviors.

Question 6

types of cognitive learning:

Answer 6

-Observational: Learning by watching others.

-Incidental: Unintentional learning from exposure.

-Information Processing: Actively analyzing and organizing information.

Question 7

observational learning:

Answer 7

-Learning through observing others’ behaviours and their outcomes.

-Consumers model their behaviour based on influencers, peers, or advertisements.

-Key elements: Attention, retention, reproduction, and motivation.

-Example: Watching others use a product and adopting similar purchasing behaviours.

Question 8

consumer socialisation:

Answer 8

-The process through which individuals learn consumer behaviors, values, and preferences.

-Influenced by family, peers, media, and cultural factors.
Affects how individuals make purchasing decisions and form brand preferences.

-Begins in childhood and continues throughout life, shaping identity and consumption patterns.

Example: Children learning product choices through family habits or advertising.