Consumer learning

Consumer learning can be defined as a process, access to information and experience for the future of consumption they apply to purchase behavior.It is also explained by the change of the contents of long-term memory and behavior.From these definitions can be concluded that this is a process that results in a specific behavior change.

Study consumer learning from two main areas, behavioral psychology (reaction);And cognitive psychology (how to deal with brain stimulation)

Behavioral learning theory is not process oriented but more focused on the input and output is to stimulate people contact and the behavior of the results. 

Adapted from Soloman (2011)

The classical conditioning is divided into the unconditioned stimulus and the conditioned stimulus.The main goal is to create a conditioned reflex, and then they paired together. Finally reach the party UCS deleted, CS will also get the same behavioral response. For example, McDonalds. When people look at the logo they will think about hamburg, chicken wings and  McDonalds this brand.

Instrumental conditioning is to observe behavior related theory, around a philosophy, an action learning by observing the behavior of others.How the others to a particular stimulus and the implementation results.

Cognitive learning theory, on the other hand, discussion, learning occurs as consumers think.It emphasizes the role of psychological process rather than a repeat and incentive of the association.It expounds the phenomenon of information processing, the consumer how to store, retain and retrieve information.This approach is a theory under the theory hemispheral partial side.The theory of the brain is divided into left and right brain.Television advertising is stored in the brain, the left side of the brain and language information processing, including high involvement printing media, Internet, etc.