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Chapter 7

Chapter 7 Consumer Behavior.docx

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University of Guelph
Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 7 The elements of Consumer Learning to understand the process and four elements of consumer learning Consumer Learning Learning process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour o Motivation unfilled needs lead to motivation o Cues stimuli that direct motives o Response consumer reaction to a drive or cue o Reinforcement increases the likelihood that a response will occur in the future as a result of a cueBehavioral Learning 1 to study behavioral learning and understand its applications to consumption behavior Two Major Learning Theories 1 Behavioral Theories based on observable behaviors responses that occur as the result of exposure to stimuliClassical Conditioning a behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used aloneCognitive association learning conditioning seen as the acquisition of new knowledge about the worldThe creation of a strong association between conditioned stimulusCS and the unconditioned stimulus US requiring 1 forward conditioning 2 repeated pairings of the CS and the US 3 a CS and a US that logically belong together 4 a CS that is novel and unfamiliar and 5 a US that is biologically or symbolically salient NeoPavlovian Conditioning Strategic Application of Classical Conditioning 1 Repetition increases the association between the conditioned and unconditioned stimulus slows the pace of forgetting advertising wear out is a problem 2 Stimulus Generalization having the same response to slightly different stimulihelps metoo products to succeeduseful in product extensions family branding licensing ie pavlovs dog experiment having the dog salivate to not only a bell but also to keys3 Stimulus Discrimination Selection of a specific stimulus form similar stimuli opposite stimulus generalization this discrimination is the basis of positioning which looks for unique ways to fill needs ie market leaders want consumers to discriminate amount similar stimuli of competitors
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