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Lecture Consumer behavior (8e): Chapter 3 - Michael Solomon

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Lecture Consumer behavior (8e): Chapter 3 - Michael Solomon

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Chapter 3 Learning and Memory. When you finish this chapter you should understand why: It’s important for marketers to understand how consumers learn about products and services, conditioning results in learning, learned associations can generalize to other things, and why this is important to marketers, there is a difference between classical and instrumental conditioning, we learn by observing others’ behavior.

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