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MCS 2600 (65)
Chapter 7

Chapter 7 Consumer Behaviour Textbook Notes

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 7 Consumer Behaviour Consumer Learning Any company driven by the marketing concept must always look for growth opportunities in the form of new markets7KHOHPHQWVRIRQVXPHUHDUQLQJFrom a marketing perspective learning is the process by which individuals acquire the purchaseconsumption knowledgeexperience that they apply to futurerelated behaviourConsumer knowledge evolveschanges as a result of new knowledgeexperienceConsumer Earning encompasses the total range of learning from simple almost reflexive responses to the learning of abstract concepts and complex problemsolvingLearning theorists have different viewpoints but agree that in order for leaning to occur certain basic elements must be presentThese are motivation cues responsereinforcement MotivationUnfulfilled needs lead to motivation which spurs learningThe degree of relevance the ad is to a consumer determines the level of motivation to search for knowledge or info about the productservice CuesIf motives serve to stimulate learning cues are the stimuli that direct these motivesIn the marketplace price styling packaging advertising and store displays all serve as cues to help consumers fulfill their needs in productspecific ways ResponseHow people react to a drive or cuehow they behaveA response is not ties to a need in a onetoone fashion A need or motive may evoke a whole variety of responses ReinforcementReinforcement increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuliIf customer is rewarded by enjoying a product or service purchased that consumer has learned to associate the purchase with a pleasant feelingtherefore is likely to repeat the learned behaviour and become a loyal customer 2 general categories of learning theory HKDYLRXUDOHDUQLQJIs stimulusresponse learning bc its based on the premise that observable responses to specific external stimuli signal that learning has take placeBehavioural learning is less concerned with the process of learning and more concerned about inputs and outcomes of learning Classical ConditioningAccording to Pavlovian Theory conditioned learning results when a stimulus that is paired with another stimulus that elicit a known response serves to produce the same response when used aloneAn unconditioned stimulus might by a wellknown brand symbol Cognitive Associative Learning Contemporary behavioural scientists view classical conditioning as the earning of associations among events that allows the organism to anticipate and represent its environmentIn this view the relationship or contiguity between the conditioned stimulus and the unconditioned stimulus influences behaviourCognitive associative learning is the acquisition of new knowledge about the world NeoPavlovian Conditioning theory the consumer can be viewed as an info seeker who uses logical and perceptual relations among events along with hisher own preconceptions to form sophisticated representations of the world Strategic Applications of Classical Conditioning3 basic concepts derive from classical conditioning
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