Professional Documents
Culture Documents
CHAPTER SUMMARY
Cognitive learning theory holds that the kind of learning most characteristic
of humans is problem solving. Cognitive theorists are concerned with how
information is processed by the human mind: how is it stored, retained, and
retrieved. A simple model of the structure and operation of memory suggests
the existence of three separate storage units: the sensory store, short-term
store (or working memory), and long-term store. The processes of memory
include rehearsal, encoding, storage, and retrieval.
Involvement theory proposes that people engage in limited information
processing in situations of low importance or relevance to them, and in
extensive information processing in situations of high relevance.
Hemispheral lateralization (i.e., split-brain) theory gave rise to the theory
that television is a low-involvement medium that results in passive learning
and that print and interactive media encourage more cognitive information
processing.
MOTIVATION
1. Unfulfilled needs lead to motivation, which spurs learning.
a) The degree of relevance, or involvement, with the goal, is critical to
how motivated the consumer is to search for knowledge or
information about a product or service.
Cues
1. If motives serve to stimulate learning, cues are the stimuli that give
direction to the motives.
a) In the marketplace, price, styling, packaging, advertising, and store
displays all serve as cues to help consumers fulfill their needs in
product-specific ways.
2. Cues serve to direct consumer drives when they are consistent with their
expectations.
Response
Reinforcement
Classical Conditioning
INSTRUMENTAL CONDITIONING
Reinforcement of Behavior
Information Processing
1. Cognitive learning occurs when a person has a goal and must search for
and process data in order to make a decision or solve a problem.
2. Over the years, several models expressing sequential information
procession and cognitive learning have been developed.
3. The models use different terms to designate the sequences they depic,
but they follow the same phases as the consumer adoption process.
4. The tricomponent attitude model consists of three stages:
a. The cognitive stage the persons knowledge and beliefs about a
product
b. The affective stage the persons feeling toward and evaluations
of a product as favorable or unfavorable; and
c. The conative stage the persons level of intention to buy the
product.
Involvement Theory