ConsumerBehavior_New

ConsumerBehavior_New - CONSUMER BEHAVIOR FOUNDATIONS OF...

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Unformatted text preview: CONSUMER BEHAVIOR FOUNDATIONS OF SALES PROMOTION Mktg 443 TOPICS IN CONSUMER BEHAVIOR Behavioral Learning Theories Classical conditioning Operant conditioning Attribution Theories Self perception theory Object Perception theory Price Perception Theories Adaptation-Level Theory Assimilation-Contrast Theory Perceived Risk and Risk Reduction Prospect Theory BEHAVIORAL LEARNING THEORIES CLASSICAL CONDITIONING Classical Conditioning Pavlovs experiment with a dog. Present food and ring a bell. This makes the dog salivate. Ringing a bell leads to dog salivating. Food is the unconditioned stimulus, bell is the conditioned stimulus, salivation is the response. Positive Feelings Unconditioned Stimulus Conditioned Stimulus BEHAVIORAL LEARNING THEORIES CLASSICAL CONDITIONING Response: Purchase Unconditioned Stimulus: Sale/Price discount Conditioned Stimulus: Display Response: Purchase Unconditioned Stimulus: Sale/Price discount Conditioned Stimulus: Feature Advertising Example 1 Example 2 BEHAVIORAL LEARNING THEORIES OPERANT CONDITIONING Operant Conditioning Response (pressing a lever)-reinforcement (food) needs to be repeated for the participant to continue giving the response. A reinforced behavior is more likely to persist. Removal of the reinforcement leads to a long run level (extinction). BEHAVIORAL LEARNING THEORIES: OPERANT CONDITIONING EXAMPLES Example #1 Example #2 Example #3 BEHAVIORAL LEARNING THEORIES OPERANT CONDITIONING Primary Reinforcement rewards with intrinsic utility (e.g. consumption of the product) Secondary reinforcement No direct usefulness Must be converted to have value can be withdrawn and the behavior continues BEHAVIORAL LEARNING THEORIES OPERANT CONDITIONING s it realistic to think of a specific brand as a primary enforcer?...
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ConsumerBehavior_New - CONSUMER BEHAVIOR FOUNDATIONS OF...

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