Alison_PM_Lecture 4_S - Consumer Behavior Lecture 4...

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Lecture 4 Consumer Behavior
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Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. 10/1/2011 Alison Jing Xu ©All Rights Reserved 2-2
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10/1/2011 Behavioral Learning Theories Behavioral learning theories: assume that learning takes place as the result of responses to external events. Figure 3.1 Alison Jing Xu ©All Rights Reserved 2-3
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Classical Conditioning Ivan Pavlov and his dogs Rang bell, then squirt dry meat powder into dogs’ mouths Repeated this until dogs salivated when the bell rang Meat powder = unconditioned stimulus (UCS) because natural reaction is drooling Bell = conditioned stimulus (CS) because dogs learned to drool when bell rang Drooling = conditioned response (CR) Sound that resembles bell may elicits similar CS. Click to play Pavlov’s dog game 10/1/2011 Alison Jing Xu ©All Rights Reserved 2-4
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10/1/2011 Alison Jing Xu ©All Rights Reserved 2-5
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10/1/2011 Alison Jing Xu ©All Rights Reserved 2-6
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Marketing Applications of Repetition Conditioning effects are more likely to occur after the conditioned stimuli and unconditioned stimuli have been paired a number of times. Repeated exposures increase the strength of stimulus-response association and prevent the decay of these associations in memory. Optimal level of repetition. Brand equity refers to the value added to a product by a brand name because the brand has strong positive associations in a consumer’s memory. Alison Jing Xu ©All Rights Reserved
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This note was uploaded on 02/04/2012 for the course MGT B04 taught by Professor Allisonxu during the Fall '11 term at University of Toronto- Toronto.

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Alison_PM_Lecture 4_S - Consumer Behavior Lecture 4...

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