ABSTRACT
Learning is the procedure whereby memory and behavior are changed as a result of perception and conscious and unconscious information processing. Learning follows from the nature of perception and information processing (Chapter 13). Learning is also conceptualized as a process in which behavioral tendencies are changed as a result of experience, provided they cannot be accounted for by instincts, maturation, temporary states of the organism, or reflex actions. Per this second definition:
1. Learning can be evidenced by behavioral tendencies rather than behavior per se. Example: Positive purchase intentions arise from favorable attitudes as a result of exposure to marketing promotion.
