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A MKT 351 Study Guide 3 - Fall 2010

A MKT 351 Study Guide 3 - Fall 2010 - MKT 351 Third Exam...

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MKT 351 Third Exam Review Fall 2010 Chs. 8 and Ch. 10 : Analyzing and Influencing Consumer Behavior (We discussed these together when we explored “The Behavioral Influence Approach” to consumers) What is overt consumer behavior ? (191): Observable and measurable responses or actions of consumers. It is external and be observed directly rather than being an internal psychological process that must be inferred. The book lists a useful set of categories of overt consumer behaviors which happen in sequence in a purchase (194): Prepurchase, Purchase, Post Purchase. 1. Information contact 2. Funds access 3. Store contact 4. Product contact 5. Transaction 6. Consumption and disposition 7. Communication. The Behavioral Influence method of influencing overt purchasing behavior is described in chapter 10 where on page 232 the diagram in exhibit 10.1 shows that marketers may try to affect behavior directly by manipulating environmental stimuli or they may try to indirectly affect behavior by working with consumers’ attitudes and cognitions. How does the Behavioral influence approach differ from the Cognitive approach (see the diagram on page 232; also see the lecture notes) Behavioral Influence: o ultimate marketing goal is to influence consumer behavior. o Use environmental stimuli to directly influence consumers o Behavior is the focus, without reference to mental events. o The environment provides rewards and consequences [conditioning]] o Are behavioral influence methods unethical? Cognitive Approach: Decision Process o Involves mental concepts o Emphasizes how psychological phenomena such as memory, perception and attitude influence rational decision making. Ex. No clocks or ATM or windows in casinos. What types of behavior may we want to influence? (listed on page 194 and described in following pages): Information Contact Funds Access Store Contact Product Contact Transaction Consumption and Disposition Communication Exhibit 10.4 illustrates the types of behaviors marketers may need to influence and suggests ways in which these behaviors can be measured to judge consumer responses to influence efforts. (243) Why is a sales promotion (235) considered part of the “behavioral influence approach” by the text?: Consumer promotions are designed to influence the probability of purchase without necessarily changing prepurchase consumer attitudes about the brand. Ch. 9: Conditioning and learning Behavioral learning methods studied in chapter 9 are one way to influence behavior without influencing cognitions. The two types of “ behavioral learning ” are: (1) Classical Conditioning and (2) Operant Conditioning
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Classical Conditioning: o If you already respond to one stimulus, you will respond similarly to a new stimulus that becomes associated with the first one.
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