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Unit 8: Learning and Attitude
8.7 Keywords Notes
Attitude: It is an enduring organisation of motivational, emotional, perceptual and cognitive
processes with respect to some aspect of our environment.
Behavioural (conative) component: It is the likelihood or tendency of an individual to respond
in a certain manner towards an attitude object.
Beliefs: These refer to subjective judgments about the relationship between two or more things.
Cues: These are relatively weak stimuli, not strong enough to arouse consumers but have the
potential of providing direction to motivated activity.
Family branding: It refers to the practice of marketing the entire product mix of a company
under the same family brand name.
Learning: It is the process by which individuals acquire the purchase and consumption knowledge
and experience that they apply to future related behaviour.
Product category extension: It is diversifying into producing products in different categories
and using the same established brand name.
Product line extension: It is the strategy of introducing variations of the same product.
Reinforcement: It can be anything that both increases the strength of response and tends to
induce repetitions of the behaviour that preceded the reinforcement.
Response: The way an individual reacts to a cue or stimulus is the response and could be physical
or mental in nature, leading to learning.
Stimulus generalisation: It occurs when two stimuli are seen as similar and the effects of one,
therefore, can be substituted for the effects of the other.
8.8 Review Questions
1. What do you mean by Stimulus generalisation?
2. Discuss in brief Instrumental conditioning.
3. Explain Cognitive Learning Theory.
4. What do you understand by attitude? What are the various functions of Attitude, discuss
them briefly?
5. What are Attitude Models?
6. “Consumers sometime purchase new products without any prior experience with the
category based on their favorable attitude towards a brand name.” Discuss.
7. “Under conditions of high-involvement, changing consumers’ beliefs should be easier
than changing their brand attitudes”. Explain.
8. What are the theories relevant to post-purchase attitude change? Discuss them briefly.
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