ABSTRACT
Learning is always connected with perception. Learning is concerned with the long-term acquisition of information, that is, its storage in memory. People need to attend to an important aspect in order to avoid mistakes in learning: for some time now in management theory there has been talk of the learning organization. Learning psychology theories often mean the acquisition and stabilization of patterns of behavior. Stimulus-reaction theories have to do with conditioning. Basically two classes of theories can be differentiated: Classical conditioning and operant conditioning. In marketing literature, it is assumed that classical conditioning is useful in market communication. In psychology the gestalt psychology approaches, which can be traced back to Wertheimer, Khler and Koffka have been identified as cognitive learning theories. Cognitive networks are more important as an aspect of cognitive learning theory, and are more relevant for marketing.
