consumer behavior chapter 9

influenced by culture subculture social class family friends institutions experiences mass media advertising

influences values attitude tastes preferences skills feelings meanings behaviors

- refers to learning based on association of a stimulus (information) and response (behavior or feeling)

encompasses all the mental activities of humans as they work to solve problems or cope with situations

means that through exposure to some stimulus and a corresponding response, one learns that they either go together or do not go together.

(low involvement): using an established relationship between a stimulus and response (Pavlov's Dogs)

(high involvement): molding or shaping behavior by using a reinforcement (Skinner's pigeon)

-unconditioned stimulus - unconditioned response - conditioned stimulus - conditioned response. examples include patriot music during political ads advertising during sports programs and christmas music in retail.

It is used most commonly in low-involvement situation.

It is likely that many consumers devote little or no focused attention to the advertisements, but after a sufficient number of these "scannings" or glances at the ads, the association may be formed. It is important to not that what is learned is generally not information but emotion, or an affective response.

aka instrumental learning or shaping - Molding or shaping behavior by using a reinforcement. like chickfila free meals.

Unlike Classical where there was an automatic stimulus-response behavior - a subject in Operant must first be induced to engage in the desired behavior. Then this behavior must be reinforced. Because it is a high-involvement strategy it often involves the actual use of the product. Thus a great deal of strategy is aimed at securing an initial trial.

involves learning ideas- concepts- attitudes- and facts that contribute to our ability to reason- solve problems- and learn relationships without direct experience or reinforcement.

low involvement - the association between two or more concepts in the absence of conditioning

low or high involvement - Observing the outcomes of others' behaviors and adjusting their own accordingly

Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts.

Iconic Rote Learning. There is neither an unconditioned stimulus nor a direct reinforcement involved. Results from mainly low-involvement learning and repetition. Through IRL - consumers may form beliefs about the characteristics or attributes of products without being aware of the source of the information.

But when the need arises they can retrieve the learned material and make a purchase based on those beliefs.

Also includes the use of imagery or in other words imagining the outcome of a potential behavior. Common in both low- and high- involvement situations. In a high-involvement situation - a new employee may wait until after the first day of work to buy new clothes to get a feel for the dress code at the new job. He or she may observe the styles and brands before deciding what to purchase. In a low-involvement situation- throughout the course of one's life he or she may observe other's using products but never actually pay much attention.

However, in the mind, cultural behavior is observed and retained for future use.

The most complex form of cognitive learning.Here- individuals engage in creative thinking to restructure and recombine existing information as well as new info to form new associations and concepts. Information from a credible source that contradicts one's existing beliefs will often trigger reasoning. Analogical reasoning or learning occurs when a consumer uses an existing knowledge base to understand a new situation or object. (ex.

TiVo)

1) Importance: value of information 2) Message Involvement: singing along 3) Mood: create positive moods 4) Reinforcement: a) Positive: Giving a reward or praise b) Negative: Removes an unpleasant consequence c) Punishment: Opposite of reinforcement 5) Repetition: Increases strength and speed 6) Imagery: Create mental pictures

refers to the schematic memory of a brand. It is what people think of and feel when they hear or see a brand name.

a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

a deliberate decision to significantly alter the way the market views a product. Ex.

Mug Root Beer

the value consumers assign to a brand above and beyond the functional characteristics of the product. It is nearly synonymous with the reputation of the brand. However the term equity implies economic value. Thus brands with "good" reputations have the potential for high levels of brand equity.

often termed family branding, brand extensions or umbrella branding- refers to marketers capitalizing on brand equity by using an existing brand name for new products.

ex: Porsche Mountain Bike - $4500 and Coleman extended from camping stoves and lanterns into a complete line of camping equipment.