通过营销的过程，顾客能够了解到一种产品。毫无疑问，由于广告和营销流程对顾客的影响，顾客获取并记忆信息(Durante et al.， 2016)。从这个角度来看，客户接收到的任何消息都是通过三个元素作为刺激而受到影响的。
动机、反应和强化是构成顾客学习的三个要素。动机是所有需要学习的基本事物的驱动力。动机帮助顾客提高对学习形式的反应能力。它进一步有助于能量激活(Madzharov et al.， 2015)。因此，参与程度通常有助于确定在产品上搜索数据的动机。举个例子，夏季产品的广告会在夏季之前展示，以此来激励消费者。
Through the process of marketing, customers are able to learn about a product. There is no doubt that the customer obtains the information and memorizes it due to the influence that advertisements and marketing procedure can have over them (Durante et al., 2016). From this perspective, any message that the customer receive is influenced as a stimulus through three elements.
Motivation, response and reinforcement are the three elements comprised within customer learning. Motivation is the force of driving nature of all essential things that require learning. Motives help the customers to enhance their readiness for responding to the forms of learning. It further helps in energy activation (Madzharov et al., 2015). Therefore, the involvement degree generally helps in determining the motivation for searching data over a product. An example can be quoted that advertisement for products of summers are shown right prior to the season of summer to motivate the customers.
Motives further motivate cues as well as learning within the customers for stimulating the direction of such motives. Cues furthermore are not as strong as motives are, but their impact is evident in the way that customer provides response to such motives (Solomon, 2014). An example can be quoted that within a market or a store of a brand, style, package, and display in the stores and also prices are cues which help the customers to decide over a specific product. This can however occur only when customer has the motivation of purchasing. Therefore, marketers are very careful when considering the provision of cues particularly to the customers having expectations that are driven through motives.