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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Experience, Learning and Knowledge

Chapter Objectives

After completing this chapter, you should be able to:

I.

Know the relationships among consumer experience, learning, memory, and knowledge. Be aware of the distinctions between these concepts.

II.

Know the different kinds of consumer experiences, their relationship to other kinds of consumer behavior, and marketing implications.

III.

Understand the role of anticipated consumption. Be able to provide examples and details.

IV.

Describe the different ways that consumers learn and understand the marketing implications.

V.

Distinguish between the two types of behavioral theories---classical conditioning and operant conditioning and apply these concepts to consumer behavior settings.

VI.

Appreciate the intricacy and diversity of human memory, and relate memory concepts to marketing actions.

VII.

Appreciate the role of context in shaping consumer memory and knowledge. Know the ways that context influence consumer behavior.




McGraw-Hill/Irwin




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