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Pavlovian learning model

Definition:
One of four basic models of buyer behaviour proposed by Kotler (Marketing Management, 1972) derived from Pavlov's learning model, which contains four central concepts: drive, cue, response and reinforcement. Drives may be inherited or learned - hunger is a basic physiological drive, for example, ambition is learned - but they are usually latent or passive until stimulated by a cue. In the case of hunger, this may be internal (being physiologically hungry) or external (the sight or smell of food), but either way response is called for. In the model proposed by Everett Rogers this response is trial, for only if the outcome is satisfactory will reinforcement occur and the new learned behaviour become habitual, or, as Pavlov would have termed it, a conditioned response.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].