Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544.

A study of the theory and practice of changing consumer behaviour through marketing programmes. The course critically evaluates traditional cognitive models of consumer behaviour and alternative ...

We model the behavior of the people around ... and to glean insight into consumer purchasing decisions. Different Learning Theories Learning theory tells us how we take in and process information ...

whether expressed at the micro (consumer) level, or the macro (market) level, are systematic forces. It is the view of the authors that these forces are embodied in the nature and dynamics of human ...

The model of consumer behavior developed in Chapter 2 and applied in Chapter 3 is clearly limited both in scope and in realism. The process of extending and improving the model in various directions ...