A relatively permanent change in behavior cause by

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a relatively permanent change in behavior cause by information and experience Behavioral – learning occurs as a result of connections between events o Classical conditioning (Pavlov’s dogs) o Operant conditioning (learning as a result of rewards or punishments) Cognitive – people are problems solvers innately o Observational learning (we watch and observe to learn) Attitudes Lasting evaluations of a person, object, or issue; difficult to change ABC’s of Attitude o Affect (feeling) o Behavior (doing) o Cognition (knowing) Personality A set of unique psychological characteristics that consistently influences the way a person responds to the environment Self concept – overall attitude towards self (marketing strategy) Age Goods/services appeal to specific age groups Purchases often associated with particular stage in family life cycle Lifestyle Lifestyles reflect pattern of living Impact what you do with your time, money and energy Marketers seek to appeal to certain activities , interests , and opinions Psychographics - segmenting people based on lifestyle Emerging Lifestyle Trends o Consumerism o Environmentalism Situational and Social Influences/Factors
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Situational factors Shape purchase choices Ex. TIME and PHYSICAL ENVIRONMENT Culture The values/beliefs/customs/tastes of a group of people Most basic cause of our wants/needs/behaviors Marketers try to tailor products to cultural values Subculture - a group within a society who share distinctive belief sets o Ethnic and religious groups Micro-culture - a group of individuals that identify with a specific activity or art form Social Class Overall rank or social standing of groups of people in a society Effect what products they want/decide to buy o Factors: family background, education, occupation, income Group Membership o Reference Groups – individual or group that has a significant effect on an individual’s evaluations, aspirations or behavior (allegiance to a certain sports team will affect consumer decisions) Opinion Leaders People who can sway/influence others attitudes/behaviors Share both +/– information as to encourage and discourage buyers Gender Roles Society’s expectations regarding appropriate attitudes, behaviors, and appearance for men and women influence buying decisions “sex-typed” products (ex. perfume = female, cologne = male)
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  • Fall '10
  • n/a
  • Marketing, Marketing Research Process, high market share, low market share

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