Consumer Behavior ch6

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Information about Consumer Behavior ch6

Published on June 30, 2008

Author: toro


Consumer Learning : Consumer Learning Characteristics : Almost origin from a previous experience & define the future behavior Def : behavioral changes results by a previous experience : the permanent behavioral changes results by receive experience not necessary occurring direct to consumer but may be occurring with others , incidental learning Types : 1. Behavioral learning 2. Cognitive learning Slide 2: Behavioral learning or Experience learning Def : respond developing process toward the automatic incident basis of the repetitive doing : basis of consumer’ s perception to the stimuli and response Theory : 1. Classical conditioning 2. Operant conditioning Cognitive learning or Conceptual learning Def : learning bypass process thinks of reason and intelligence for solving problem without an indirect experience : summary many concept to conclude big idea or simple learning for observing the other behaviors adjust to your behavior “Observational learning” Slide 4: Component : 1. Major criteria 1.1 CS offer before UCS , short duration time for responding 1.2 CS offer before UCS , predicting exactly response , In Ads. may present product before stimulus 1.3 CS & UCS are more dominance and creak or value than others 1.4 Density of response basis of either UCS or CS Slide 5: 2. Experimental and Finding Classical condition 2.1 Fear learning experiment (Watson and Rayner) : How does fear occurring ? base on stimulus condition learning process : white rat (CS) baby satisfy (non conditioned response ; CR) : hit iron (UCS) baby fear and cry (unconditioned response ; UCR) : rat & hit iron many time baby seeing rat fear and cry conclude : fear occurring by stimulus condition learning process 2.2 Generalization : baby fear others white color , stimulus generalization , response generalization Slide 6: 2.3 Reinforcement Def : things that resulted after response and addition trend to response in same situational 2.4 Extinction and spontaneous recovery Operant conditioning theory or Instrumental conditioning Def : trial and error behavior relate specific action and result (reward) , taking addition frequency & possible of response in the future time : learning pattern that result of taking action behavior consequence to contingency the future behavior Slide 7: Reinforcement of operant conditioning Behavior A reward positive reinforcement Behavior B punishment negative reinforcement Behavior C no reward non contingency B.F. Skinner : Skinner’s box : study operant conditioning from rat & pigeon , trial and error Slide 8: concluding: Pavlov (classical conditioning) responsible means exactly or no choosing “ reflexive behavior” Skinner (operant conditioning) is volunteer behavioral “ positive reinforcement” will be occurred in the future but “negative reinforcement” will be rejected in the future Applying operant conditioning to marketing Stimulus consume reinforcement Trend to response Slide 9: New technic : Shaping Def : using influence to persuade new behavior “step by step” by continuous reinforcement (Hawkins , Best & Coney) Step 1 : delivery product to home Step 2: taking coupon that enclose with others product buying in special price Step 3: full line pricing Positive reinforcement 1.Direct mail or telemarketing to consumer 2.Trading stamps , off price and rewards 3.Coupon , special price 4.Free samples , voucher , trial 5.Decorate area Slide 10: Cognitive learning Def : learning that origin from individual mental activity process (brain) , problem solvers , insight & problem-solving skills base on influence of individual memory , expectations , desired goals. Processing center Memory Stimulus Desired goals Response Expectation Slide 11: Kohler’s experiment : study monkey’s behavior to solve feeding banana solution with boxes in cage Assael : 1.Recognition of a goal 2.Purposive behavior to achieve the goal 3.Insight as to a solution 4.Goal achievement Slide 12: Goal behavior insight goal achievement Comparison with consumer decision making process 1.Need recognition same as step 1 2.Alternative evaluation same as step 2 3.Purchasing same as step 3 4.Outcomes same as step4 Slide 13: Observational learning Def : origin from linking between thinking of a reason and operant condition , call “vicarious learning or modeling” or “social learning” , patterns of behavior Concept : 1.Symbolic beings : future’s insight 2.Cloning : looking for action from the others 3.Controlling : rewards or punishing yourself

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