Learning

Motives -Uncovering consumer motives is the primary objective of marketers who seek to teach
consumers how they can fill their needs by buying certain products and brands. Unfilled needs lead to
motivation

Cues-Cues are stimuli that direct motivated behavior

Response

Reinforcement -Reinforcement is the reward—the pleasure, enjoyment, and benefits—that the

consumer receives after buying and using a product or service.

Behavioral learning=a school of thought that believes humans learn through their experiences by
associating a stimulus with either a reward or a punishment.

Conditional learning- learning that occurs when a neutral stimulus (e.g., a tone) becomes
associated with a stimulus (e.g., food) that naturally produces a behaviour.   Pavlov.

The unconditioned stimulus (US) is something (such as food) that triggers a

naturally occurring response, and the unconditioned response (UR) is the naturally
occurring response (such as salivation) that follows the unconditioned stimulus.
The conditioned stimulus (CS) is a neutral stimulus that, after being repeatedly
presented prior to the unconditioned stimulus, evokes a similar response as the
unconditioned stimulus

Aware/relevant/ remind

Product line extensions

Product form extensions

family branding,