The basis for consumer satisfaction or dissatisfaction lies in mankind's ability to learn from
past experiences. Accordingly, consumer preferences are constantly being updated by way of the
learning process. Learning theory posits that "… a given response is reinforced either positively or
negatively to the extent that it is followed by a reward. Reward, in turn, leads to an evaluation that
the purchase was satisfactory… and hence it can exert an effect on brand beliefs and attitudes. The
probability of engaging in a similar buying act will be increased if there are positive consequences
in the act of purchase and use and vice versa