Page 99 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 3. Identify the major factors that influence learning. What is their importance in advertising?
4. Analyse the relevance of classical conditioning theory in consumer learning.
5. Critisise the Operant conditioning theory given by BF Skinner.
6. Bring out the difference between extinction and forgetting with the help of suitable
examples.
7. Is cognitive learning theory more effective than other theories of learning? Give
justifications for your answer.
8. Explain the concept of positive and negative reinforcement with the help of suitable
examples.

9. Discuss the measures of consumer learning.
10. State the different types of recall tests.

Answers: Self Assessment

1. cues 2. Behavioural
3. response 4. advertisement wear out
5. negative 6. shaping

7. product category 8. cognitive
9. product form 10. classical conditioning

6.9 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Frank R Kardes, Customer Behavior and Managerial Decision Making, Prentice Hall.
Leon G Schiffman, Consumer Behaviour, Pearson Education.
Roger J Best, Consumer Behaviour, Tata McGraw Hill Publications.

Online links http://managementinnovations.wordpress.com/2008/11/25/consumer-learning/
http://psychology.about.com/od/behavioralpsychology/a/introopcond.htm
http://www.learning-theories.com/classical-conditioning-pavlov.html

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