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CONSUMER BEHAVIOR, 9e
Michael R. Solomon
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What is Theory
A theory has been defined as a set of related principles explaining the cause-and-effect relationships among events.
(Newby, p. 28)
Explanatory A theory must explain why? And even predict Testable: Should be empirically testable by collecting and analyzing
relevant data.
(White 2009)
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(White 2009)
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Importance
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Critical Question
Are you a
consumer?
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Critical Question
Do You think you have learned about the products and
services you have prepared a list of?
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Critical Question
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Critical Question
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Decision Alternatives and in which set your brand you like to be placed?
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Learning
Learning rrefers to any change in the content or organisation of long-term memory (Neal 2005)
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Learning
Learning: a relatively
permanent change in behavior caused by experience
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Pavlovs Procedure
Thorndikes
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Pavlovs Dog
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Consumer Group
Think of some examples of classical conditioning in
everyday life as well as in advertising and marketing. Do you think such examples represent intentional efforts to condition consumers. What are the strengths of these campaigns, if any? Be sure to point out the difference between true conditioning and mere association.
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When exposure decreases, extinction occurs However, too MUCH exposure leads to
advertising wear out
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Stimulus Discrimination:
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Behavior Group
Can you think of some products that have similar
packaging? Similar shapes? Similar names? To what extent do these examples represent stimulus generalization? In each case, which brand is the primary brand and which brand is the me too brand? Assuming the strategy was intentional, did it work? How can a marketer achieve stimulus discrimination?
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Instrumental Conditioning
Behaviors = positive outcomes or negative
outcomes
Instrumental conditions occurs in one of these ways: Positive reinforcement (A woman wearing perfume and receiving a
) Negative reinforcement (A woman setting alone at home coz she is not wearing certain perfume) Punishment ( A woman being ridiculed for not wearing the wrong perfume) Extinction
compliment
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Group Activity
Perception Group Relate the concept of instrumental conditioning to the Internet
and eCommerce through a specific example. Have students point out why they think this example is an application of instrumental conditioning
Learning Group What are some products that promise good things will
happen if you buy their products? Can you think of products that tell you that you will be punished if you dont buy them? Can you think of products where you are told that you will be punished if you do buy them or use them? How would this be possible?
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Operant Conditioning
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Observational Learning
Occurs when changes in the
observers behavior take place after watching the behavior of others Imitation An observer matches the behavior of the person being observed
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We watch others; we model behavior Conditions for modeling to occur: The consumers attention must be directed
to the appropriate model The consumer must remember what the model does and says The consumer must convert information to action The consumer must be motivated to perform actions
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Group Response
Reference Group How have marketers applied the concept of observational
learning to facilitate consumer learning on the Internet? To facilitate consumer learning of software programs through animated tutorials?
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(Clip)
Associating the new concept of Panadol with existing concept of headache remedy
(unconditional stimulus and reward is not involved)
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Reasoning Learning
Reasoning most complex form of cognitive learning most high-involvement decisions generate
some reasoning, such as buying a car or house, or menu for dinner guests
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Encode: mentally program meaning Types of meaning: Sensory meaning, such as the literal color
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Social Group
Give an illustration of each of the forms of meaning
or memory just discussed (sensory meaning, semantic meaning, episodic memory, and flashbulb memories)? How these forms of memory could be used to motivate purchases.
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Spreading Activation
Meaning types of associated nodes: Brand-specific Ad-specific Brand identification Product category Evaluative reactions
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Levels of Knowledge
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Recognition versus recall Problems with memory measures Response biases Memory lapses Omitting Averaging Telescoping Illusion of truth effect
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Marketers may
resurrect popular characters to evoke fond memories of the past Nostalgia Retro brand
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Discussion
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Chapter Summary
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