Consumer Behavior – Ch. 6

A relatively permanent change in behavior caused by experience. Knowledge acquired through experience, study, or being taught.

- Incidental - Behavioral - Cognitive

Casual, unintentional acquisition of knowledge

The acquisition of knowledge as a result of responses to external events

Acquisition of knowledge through internal mental processes

-Classical Conditioning -Instrumental Conditioning

Involves a stimulus that elicits a response when paired with another stimulus that initially doesn't elect a response on its own. Ex: Pavlov's dogs - food (unconditioned stimulus) and bell (conditioned stimulus)

Credit cards. Because they make it feel as though you're not really spending money, since you can't see it. Leads to bigger and bigger purchases.

The process that happens when behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli. Ex: all ketchup bottles look the same

The process that occurs when behaviors caused by two similar stimuli are different.

Strong associations in consumers' memories that can be positive, commanding loyalty, or negative, causing brand avoidance

Involves an individual learning to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. Positive and negative reinforcement.

-Thank you letters -Rebates -Frequent shopper card

A marketing strategy that involves turning route customer behaviors into experiences by adding gaming elements to tasks that might otherwise be boring or mundane

When we watch actions of others and note the reinforcements they receive for their behaviors, this learning is a result of vicarious rather than direct experience. Ex: ads that say "if you do this" you'll have fun

A process of acquiring information and storing it over time so that it will be available when needed

-Sensory -Short-Term Memory -Long-Term Memory

Information we receive from our senses

Holds limited amounts of information for a limited period of time, essentially our working memory

Combining small pieces of information into larger ones that can be thought of as a unit? Ex: 1-800-BUY-SELL

Holds virtually unlimited amounts of information for a long period of time, when something transfers to LTM, learning occurs

A memory system that organizes individual units of information according to some set of relationships, may include such concepts as brands, manufacturers, and stores. Made up of nodes.

The thicker the line connecting nodes, the stronger the association

A cognitive framework that we develop through experience; information is more easily encoded when it's consistent with an existing schema

A sequence of events that an individual expects to occur

-Interference -State-Dependent Retrieval -Familiarity -Lack of Salience -Viewing Context -Visual vs.

Verbal Cues

-The difference between recognition and recall -Response bias -Memory lapses (omitting, averaging, telescoping)

It is important to understand how consumers learn about products and services.

They focus on stimulus-response connections. Learning takes place as the result of responses to external events.

They focus on consumers as problem solvers who learn when they observe relationships

Learned associations with brands generalize to other products. We can utilize these associations in marketing applications through repetition, conditioned product associations, and stimulus generalizations

The Izod crocodile on clothes.

Too much exposure leads to advertising wear-out.

When a marketing message indirectly or directly activates our memory, it will also activate other linked nodes

Marketers may resurrect popular characters to evoke fond memories of the past (retro brands)