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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 Outline

Learning Objectives

Opening Vignette

  1. Chapter Overview
  2. Consumer Experiences
    1. The New Experience Economy
    2. Anticipated Experiences
    3. A Typology of Consumer Experiences
  3. Consumer Learning
    1. What is Learning
    2. Types of Learning
    3. Behavioral Learning Theories
      1. Classical Conditioning Theory
      2. Operant Conditioning
  4. Memory and Knowledge
    1. What is memory
    2. The social nature of memory
    3. Is memory like a computer?
      1. Input
      2. Storage and Retrieval
    4. Information Overload and Consumer Simplifying Strategies
      1. Memory constraints
      2. Partnering with Technology
  5. Chapter summary




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