响应进一步表明了客户对动机甚至对线索的反应方式(Durante et al.， 2016)。反应要么是隐藏的，要么是明显的，但无论如何，学习正在发生。市场营销人员往往不能成功地刺激购买，但学习是在一段时间内发生的，然后他们可能成功地在客户的脑海中形成一个特定的品牌或产品形象。此外，强化是非常必要的，因为它从客户的角度提高了未来作出特定反应的可能性，并通过线索和动机来驱动。
Discussion of customer behaviour is learned behaviour: Using learning theories
Customer learning is a procedure. It is a procedure which continuously changes through acquisition of newer knowledge. Such knowledge is either gained through discussion, reading, observation or thinking. Knowledge acquired newly or through individual experience is both such knowledge forms that serve as feedbacks.
Response furthermore signifies the way in which customer reacts to the motives or even to the cues (Durante et al., 2016). The response either is hidden or apparent, but in any case, learning is taking place. Marketers often do not succeed in stimulation of a purchase, but the learning occurs over a time period and they might then succeed in forming a specific brand or product image in the mind of the customer. Reinforcement furthermore is very essential as it enhanced the possibility of a specific response in the future from the customer’s perspective and is driven through cues as well as motives.
In order to better understand the manner in which customer behaviour is learned behaviour, the perspective of the operant conditioning is also essential to discuss. Within the operant condition there are two elements. These elements are operant and conditioning or the instrumental which includes varied event series and this is regarded as learning that is commonly perceived . The usual pattern involved initially the behaviour, then come consequences following the increment or decrement of the behaviour likelihood. There are three primary operant learning forms. Within the reinforcement of positive nature, the individual performs an act and subsequently gets rewarded for the same. In such an instance, the individual likeliness of repeating the behaviour increased. For an example, an individual eats a candy which is behaviour, the taste of the candy deems to be good which is the consequence, and hence, the individual is more likely to consume another candy similar to in the near future which is the change in behaviour.