BSNS111: Lectures- Consumer Behaviour

What is classical conditioning?

Learning through association where a stimulus becomes linked to a response

How do marketers use classical conditioning?

By repeatedly pairing brands with positive stimuli such as celebrities, music, or emotions.

What is the stimulus-response model?

A model suggesting consumers react to external stimuli that trigger behavioural responses.

What is instrumental (operant) conditioning?

Learning through rewards and punishments that strengthen or weaken behaviours.

How do marketers use instrumental conditioning?

Loyalty programmes, discounts, rewards, and incentives encourage repeat purchases.

What is the RVS (Rokeach Value Survey)?

A framework that measures a person's values by ranking desired end states and modes of behaviour.

What is the LOV (List of Values)?

A simplified values scale used to understand consumer motivations and lifestyles.

What is automaticity?

Behaviour that occurs automatically with little conscious thought due to habits or repeated exposure.