Page 150 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT
P. 150
Anand Thakur, Lovely Professional University
Unit 8: Learning and Attitude
Unit 8: Learning and Attitude Notes
CONTENTS
Objectives
Introduction
8.1 Behaviour and Learning
8.2 Instrumental Conditioning (Operant Conditioning)
8.3 Cognitive Learning Theory
8.4 Attitude
8.5 Multi-attribute Models and Attitude Change
8.6 Summary
8.7 Keywords
8.8 Review Questions
8.9 Further Readings
Objectives
After studying this unit, you will be able to:
Explain the concept of Behaviour and Learning
Describe the Cognitive Learning Theory
Explain the concept of Attitude
Discuss Multi-attribute Attitude Models
Describe concept of Learning Attitudes
Introduction
How does learning take place? There is no single, universally accepted theory of learning and
for this reason it is difficult to define learning precisely. Learning can be viewed as ‘a relatively
permanent change in behaviour occurring as a result of experience’.
Schiffman and Kanuk have defined learning, from a marketing perspective, as ‘the process by
which individuals acquire the purchase and consumption knowledge and experience that they
apply to future related behaviour’.
8.1 Behaviour and Learning
Studies of customer behaviour in retail stores usually deal with (1) identification of customers
and (2) their buying behaviour patterns. The aim of such studies is to ascertain who buys where,
LOVELY PROFESSIONAL UNIVERSITY 145
