ConsumerBehavior_New_pre

ConsumerBehavior_New_pre - CONSUMERBEHAVIOR...

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CONSUMER BEHAVIOR  FOUNDATIONS OF SALES  PROMOTION Mktg 443
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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
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BEHAVIORAL LEARNING THEORIES CLASSICAL CONDITIONING Classical Conditioning Pavlov’s 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
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BEHAVIORAL LEARNING THEORIES CLASSICAL CONDITIONING Response: Unconditioned  Stimulus: Conditioned  Stimulus: Response: Unconditioned  Stimulus: Conditioned  Stimulus: Example 1 Example 2
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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.
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This document was uploaded on 11/04/2011 for the course MKTG 443 at S.F. State.

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ConsumerBehavior_New_pre - CONSUMERBEHAVIOR...

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