24202 Lecture Notes - Lecture 8: Brand Loyalty, Operant Conditioning
Document Summary
Judgement and decision making based on low effort: types of heuristics consumers can use to make simple judgements. Representativeness -making a judgement by comparing with prototype. Availability judgement based on events that are easier to recall e. g. past experiences (provide base-rate info & allow user reviews) *law of small numbers: expectation that info obtained from a small number of people represents the larger population. If base rate info is provided, small info will be ignored. In low effort, customers satisfice: satisfies, but not best option. Combination of satisfy and suffice: why marketers need to understand both conscious and unconscious decision-making processes in low effort decision making. Unconscious: strongly affected by environmental cues: hierarchy of effects and operant conditioning explain consumers" low effort decision making. Low effort = thinking behaving feeling. *learning occurs after feeling: consumers make thought-based, low effort decisions using tactics service) Habit easier to break than brand loyalty (doesn"t have.
