Alice buys FitJoy snack bars because she feels satisfied after eating. After several months of enjoying the snack bars, Alice no longer feels satisfied after eating them, so she decides to stop purchasing the snack bars. Her change in behavior is referred to as what?

Learning

Consumer behavior is dictated by learning. Learning can be defined as a behavioral change after interacting with one's environment. Our preferences, tastes, values, and attitudes are acquired through learning. For example if one touches a hot object, he will learn that hot objects cause pain and he will avoid it in future.

In this instance Alice buys FitJoy snack bars that used to satisfy her. Now the snack bars don't satisfy her anymore, so she learns to stop buying and looks for another alternative.

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