The decisions a consumer makes to purchase a product and services are based on a process of learning. Learning is the process each person absorbs and retains information and/or skills (2000). It is a process based on newly acquired knowledge and past personal experience. Both newly acquired knowledge and personal experience lead consumers to future behavior in similar situations. Among all researches and studies of consumer learning, there're two major branches: behavioral learning theories and …
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…the role of motivation and mental processes in producing a desired response" (1998). Reference Hoyer, W. D., & Maclnnis, D.J., 2001 (2nd ed.). Consumer Behavior. Boston, MA: Houghton-Mifflin. Zimbardo, Philip G. Psychology and Life. (1988, 12th ed.) Glenview, IL: Scott, Foresman. Haugtvedt, C.P., Petty, R. E., & Cacioppo, J. T., "Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior," Journal of Consumer Psychology (1992, pp. 239-260): Lawrence Erlbaum Associates, Inc.