NotesFirstHalfofSemBus134Asp09

NotesFirstHalfofSemBus134Asp09 - Consumer Behavior Research...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Consumer Behavior l344 Research Paradigms Research Foci l. Individuai focus (micro focus) a. Positivist approach i. Objective: prediction L Hypothesis testing- "How does independent variable "x" influence dependent variable "y"? 2.. Exanrple: what is the relationship between price (x) and quantity purchased (y)? a. Price r1 -------->) r units sold b. Price x, --------)v, units sold 2. Social focus (rnacro issues) a. Interpretivistapproach i. Objective: understaudingobservational methods ii. "what are the customs in a given society,?" iii. Exainple l. How are notions ofstatus conveyed in country "2"? 2. Observational field notes provide insight into slgns of status THOUGHT QUESTIONS l. How does nremorv work? 2. What tactics can be used to make more memorable and/or effective advertisenrents? MEMORY I. Menrory processes a. Short-term menrory (importance, repetition) Long term memory retrieval (forgetting, lost info between links) (categories, info links) interference( blocked info across lines) extinction (change in iinks) 2. Factors that influence and trigger n'lemory sensory store a. Primacy- remembering things at the top of the list b. Recency- remenrbering things at the bottom of the list c. Nostalgra- a preference for things that were popular when one was younger i. Individuals have different levels ofnostalgia proneness ii. Nostalgia is international
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
iii. Tlre age at which nostalgia is rooted differs by product categor) l. Music about 23.5 years 2. Cars likely l6 years d. Script- erpected sequence ofevents. based on past events THOUGHT QUESTIONS Llf you were in charge of introducing a new brand. how would you use learning techniques to attract consumer's attention to vour product? THEORIES OF CONSUN{ER LEARNING Steps for Classical Conditioning (Association) L Find conditional stimulus (CS) that does not elicit the reflex response. a. The sound ofa bell does not cause salivation 2. Find Lrnconditional stinrulus (US) that elicits an innate unconditional response (UR). a. Meat powder causes salivation 3. Pair the CS with the US repeatedly. 1. The previously neutral CS now elicits a conditioned response (CR). a. The souud of the bell nade the dog salivate "dos" and "donts" for Classical Conditioning l. Don't overshadorv the unconditioned stimulus with distracting itenrs 2. Choose an unconditioned stirnulus that doesn't have previous associations to oiher brands or product categories. i. For greatest effectiveness. use classical conditionin-e wlren the conditioned stimulus is new. Steps for Instrumental Conditioning (Rei nforcement) Presentation of Stimulus Behavior
Background image of page 2
Reward/punishmenl Increase or decrease in probability ofbehavror Instnunental Conditioning [xample -Passengers were given a srnall reward for riding a bus. a. total reinforcement-ever.v-time they sat on the bus
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 10

NotesFirstHalfofSemBus134Asp09 - Consumer Behavior Research...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online