ABSTRACT
This chapter discusses the various theoretical perspectives on learning and their implications for marketing practice, a discussion of the consumer socialization process, a consideration of the process of memory, and a focus on customer loyalty and sales promotion effectiveness. The Burger King Whopper campaign has served as the inspiration for other promotions in which people were asked to give up some aspect of their virtual life so as to reap a desirable real-life reward. Consumer socialization refers to the process by which children and adolescents acquire the skills, knowledge, attitudes, and values that permit them to assume roles and effectively function as consumers in the marketplace. The cognitive and social developments summarized above set the stage for consumer socialization. The rise in spending among young people has much to do with the desire to be connected through new technologies.
