L E A R N I N G

What is Learning
It is the cognitive process of acquiring skill and
knowledge; learning is the acquisition and
development of memories and behaviors,
including skills, knowledge, understanding,
values, and wisdom.

Learning is defined as the change in the content
and/or structure of ones memory

Learning Theories
The Two Schools of Thought
Behavioral
Central Premise Learning will occur in
response to an external stimulation
Cognitive
Central Premise Learning will occur based
on ones cognitive abilities and processes
Classical Conditioning
Instrumental/Operant Conditioning
Modeling (or) Vicarious Learning
Learning that occurs by watching
and imitating

Multiple Exposures
Repetition
Interest/Involvement
Memory
Recall
Examples of
Vicarious
Learning or
Modeling
Reasoning
Problem Solving approach
Information Processing is key
What information?
From where?
How much?
Limitations
Discussion
Sunita on the Beach
How did Sunita/Shekhar learn to like hill stations or
mountains?
How did Sunita/Shekhar learn to like the snow-capped
Swiss mountains?
How did Sunita/Shekhar learn to like the beach?

The Dhania Factor
How did the Indian shopper learn about free dhania?
Does the Indian shopper have a good and/or fond
memory of free dhania?

Assignment
1. Identify a print ad (and copy it for my information)
2. Analyze this ad and identify the perceptual pathway or
the learning employed
3. Submit your answer in class tomorrow
4. Will not be accepted later
5. Your answer must not be more than one written page
(standard 2.5 cm margin, 12 font, double space)
6. Maximum 10 points will be awarded
7. Your answer must not be more than one written page
(standard 2.5 cm margin, 12 font, double space)
8. Attach (staple) ad to answer
Assignment
A] PERCEPTION
1. Identify which of the five senses (there may be one or
more than one) that is highlighted in the ad
2. Conclude as to whether, in your judgment, the ad is
well-executed and will succeed in making the
consumer use his/her senses.
B] LEARNING
1. Identify which of the learning theories is used in the ad
2. Conclude as to whether, in your judgment, the ad is
well-executed and will succeed in making the
consumer learn the desired behavior.