Several researchers in consumer behavior have attempted to adapt and validate Bush-Mosteller (1) models of learning theories as explanations for the development of consumers’ brand loyalty. Some researchers have been able to support the position that systematic repetitive buying behavior can be described and explained in terms of statistical learning models. Others, however, have found this not to be true.
In this paper, the Bush-Mosteller statistical learning models are reviewed, the research literature in brand loyalty and learning theory is surveyed briefly and finally a study which was designed to test the role of statistical learning theory in consumer behavior is presented.
Statistical Learning Theory And Consumer Learning An Experimental Investigation