Learning
Learning is defined as changes in an individual’s behaviour arising from experience. Having perceived an advertisement, individuals acquire, store, and retrieve, messages about products, brands and companies. If the experience with the product is generally positive, the likelihood of repeat purchase is increased. Conversely, a negative experience will not result in repeat purchase but in a negative attitude. Advertising and sales promotions can aid consumer learning. Classical and operant conditioning (connectionist theories) explain this. Simple connectionist theory suggests that association can be made between messages or stimuli, and responses, hence the term stimulus-response.