ENVI 405 Lecture Notes - Lecture 1: Reinforcement, Operant Conditioning, Controllability
Satisfiers
low effort decision regarding a choice
Ex: watching TV the satisfier will watch whatever they somewhat like
Maximizers
high effort decisions regarding a choice
ex: choosing a restaurant to eat and making sure the place has great reviews and fits your needs
Operant Conditioning
behavior = a function of previous actions and the reinforcements and punishments received from these
actions
Reinforcement
feelings of satisfaction when consumers perceived their needs were met
Punishment
when needs aren't met, resulting in satisfaction
Repeat Purchase
learning occurs because the same act is repeatedly reinforced or punished over time
Performance-Related Tactic
used when the outcome of the consumption process is positive reinforcement
Based on benefits, features, or evaluations of the brand
Habit
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little or no information seeking or evaluation of alternatives
Multibrand loyal
2 or more brands
Direct influence
others guide our behavior
Vicarious observation
observe others to guide behavior
Indirect influence
concerned about the opinions of others
Affect
low-level feelings, more influential with hedonic (vs. functional) products or services
Affect Referral
when we simply remember our feelings about a product or service
Co-Branding
2 brands form a partnership to benefit from the power of two
Vicarious Exploration
window shopping just for stimulation
Impulse Purchase
an unexpected purchase based on a strong feeling
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System 1
understanding of the world.
In charge if what we must do most of the time.
Not thinking, automatic use all the time
system 2
ability to reason and control ourselves
helps increase self control and helps reduce bias
Decision Making
choosing between options or courses of actions
Judgements
estimating/evaluating the likelihood of an event
Anchoring and Adjustment Process
starting with an initial evaluation (anchor judgement based on initial value) and adjusting it with
additional information
Conjunctive Probability Assessment
estimating that 2 events will occur simultaneous or 2 attributes are related
Illusory Correlation
thinking a relationship exists between two things when it doesn't
Consideration Set (evoked set)
Subset of brands evaluated when making a choice
Inept Set
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Document Summary
Ex: watching tv the satisfier will watch whatever they somewhat like. Maximizers high effort decisions regarding a choice ex: choosing a restaurant to eat and making sure the place has great reviews and fits your needs. Operant conditioning behavior = a function of previous actions and the reinforcements and punishments received from these actions. Reinforcement feelings of satisfaction when consumers perceived their needs were met. Punishment when needs aren"t met, resulting in satisfaction. Repeat purchase learning occurs because the same act is repeatedly reinforced or punished over time. Performance-related tactic used when the outcome of the consumption process is positive reinforcement. Based on benefits, features, or evaluations of the brand. Habit little or no information seeking or evaluation of alternatives. Indirect influence concerned about the opinions of others. Affect low-level feelings, more influential with hedonic (vs. functional) products or services. Affect referral when we simply remember our feelings about a product or service.
