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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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