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consumer learning and cb (9)

consumer learning and cb (9) - CHAPTER 7 Consumer Learning...

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CHAPTER 7 Consumer Learning 1. Key Concepts Classical conditioning Instrumental conditioning Observational learning Reinforcement How can the principles of (a) classical conditioning theory and b) instrumental conditioning theory be applied to the development of marketing strategies? Neutrogena, the cosmetic company, has introduced a new line of shaving products for men. How can the company use stimulus generalization to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how? Which theory of learning (i.e., classical conditioning, instrumental conditioning, observational learning, or cognitive learning) best explains the following consumption behaviors: (a) buying a six-pack of Gatorade water, (b) preferring to purchase jeans at a Diesel Store, (c) buying a digital camera for the first time, (d) buying a new car, and (e) switching from one cellular phone service to another?
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