consumer behavior last test!! 3

the black box argument

since we can not see, sense, or directly observe cognition, it should not be used for scientific explanations

the black box behavioralist acknowledgement

They fully acknowledge that cognition is important; it is just that our knowledge should be based only on things we can be sure of.

the behavioral tradition

Methods will be based on direct observation;

We will focus on what consumers do, not what they say they are going to do;

The link between the local physical environment and behavior will be emphasized;

Whereas the cognitive tradition emphasized the mind, the behavioral tradition emphasizes the body;

Whereas the cognitive tradition emphasized rational thought processes, the behavioral tradition emphasizes emotion.

the behavioral tradition research

It is applied - in this type of research, the behavior, stimulus, and subject under study are chosen because of their importance to society/firm rather than their importance to developing theory.

-It is behavioral - it is concerned with what people do rather than what they say.

We want to know how it is possible to get people to do certain things effectively rather than to have them respond in a certain way. In the cognitive tradition we were measuring verbal reports (behavioral intentions).

The Behavioral Research Tradition

Focused on what consumers do, not what they say they are going to do; emphasizes the body & emotion

behavioral research tradition characteristics

analytic and identifiable

behavioral research tradition: analytic

- it requires a believable demonstration of the events responsible for an occurrence or nonoccurrence of a behavior

behavioral research tradition: identifiable

- we must be able to identify exactly what changed the behavior (induction). Identifying the techniques making up a behavioral application allows for it to be replicated.

The Behavioral Research Tradition Triangle

Observation (tip) -> Behavior Modification -> Respondent & Operant Conditioning; Ecological Psychology

Baseline (Logic of Behavior Modification)

Measure frequency of behavior before an intervention strategy

Intervention (Logic of Behavior Modification)

Some type of planned change in the environment, some type of association or change in a shopping context that influences buyer behavior(EX: lighting, displays, colors, music, videos, smells, architecture)

Re-measure (Logic of Behavior Modification)

Measure frequency of behavior after an intervention strategy

what is an intervention?

some type of association or change in a shopping context that influences buyer behavior.

It can be almost anything: lighting, displays, colors, music, video, things that you can touch, interesting architecture, smells;

The cognitive researcher calls this the semiotic field.

ex. olfactory cues like lighting

a baseline example

Let's say you own a coffee shop and believe that the smell of coffee will attract more foot traffic.

Your intervention is then to move the grinders and espresso machines near a window that can be opened. This will allow the scent to fill the air outside of your shop.

Multiple Baseline Designs

These designs demonstrate the effect of an intervention across several different behaviors, individuals, situations, or times to increase external validitiy (EX: smokers snap a rubber band on their wrist every time they start to smoke; this could be studied at home, the office, a party/bar; if the behavior decreased in all situations, this would increase our confidence in the intervention actually working

what did the jaywalking study tell us?

behavior can be affected by an environmental factor in a natural setting, and that people do not have to be consciously aware of the factor's impact.

pavlov as the founded of modern advertising

took a neutral object and, by associating it with a meaningful object, made it a symbol of something else; he imbued it with imagery, he gave it added value

Respondent Conditioning (Scientific Definition)

Founded by Pavlov; a type of learning where a previously neutral stimulus becomes associated with an unconditioned stimulus (something that provokes a positive emotional response), which naturally elicits an unconditioned response (the experience of a positive emotion); if pairing is successful, the neutral stimulus becomes a conditioned stimulus

how does respondent conditioning begin?

Something that we see or hear that provokes a positive emotional response.

unconditioned stimulus

Something that provokes

a positive emotional

response. Ex. choc dipped strawberry

unconditioned response

The experience of the

positive emotion. ex. desire for strawberry

what happens in the pairing or intertwining stage of the respondent conditioning cycle

unconditioned stimulus is paired with a neutral stimulus (which is usually a brand or a retailer)

-The "pairing" is an intervention.

In other words, the marketing manager is intervening in the environment and rearranging it so that a part of the environment that was previously viewed as neutral now starts to take on meaning (i.e., value).

In short, we make an association (but we still only focus on the link between changing the environment and behavior).

what happens when pairing is successful?

the neutral stimulus becomes a conditioned stimulus

Respondent Conditioning (Marketing Definition)

The marketing manager is intervening in the environment and rearranging it so that a part of the environment that was previously viewed as neutral now starts to take on meaning

Advantage -->dog food company

Hoping that consumers will not spend a lot of time thinking about the pros and cons of various brands (hope theyll think about happy puppy eating food and associate that with the brand)

"Recipe" for Respondent Conditioning to Work

1) Strong unconditioned stimulus 2) Successful pairing 3) Repetition

what can a strong unconditioned stimulus do?

it can save money by decreasing the number of times a consumer needs to see a commercial

what is the difference between respondent and operant conditioning

Respondent conditioning modifies behavior by creating associations that occur before the behavior;

Operant conditioning modifies behavior by manipulating consequences after the behavior.

background on operant conditioning

SKINNER

-the pigeon project to drop bombs

Operant Conditioning

Modifies behavior by manipulating consequences AFTER behavior has occurred; manipulation of the response hierarchy through use of consequences

Response Hierarchy (Operant Conditioning)

A list of all possible behaviors that are arranged in descending order of probability of occurrence

Undercover Marketing

A subset of guerrilla marketing where consumers do not realize they are being marketed to; also called buzz or stealth marketing (EX: company paying an influencer to use a certain brand visibly)

types of rewards in operant conditioning

direct and tangible --> student sleeping where he gave the $20 for at least showing up to class

social integration --> natty lights reward was more using brand as a value expression which leads to sign value

Positive Reinforcement

something positive is added in response to action; this increases the probability of the behavior in the response hierarchy (most effective consequence according to research)

Negative Reinforcement

something negative is removed in response to action; this also increases the probability of the behavior

Punishment

something negative is added in response to an action; this decreases the probability of the behavior

Extinction

neutral consequences; nothing is added or taken away; this decreases the probability of the behavior

Continuous Reinforcement Schedule

every behavior is reinforced (effective in short term, but not long term)

Fixed Ratio Schedule

every other, every third, every fourth, and so on is reinforced

Variable Ratio Schedule

ON AVERAGE every other ______. completely random when behavior is reinforced you never know when its coming

why is variable ratio good?

it produces high rates of behavior that are reasonably resistant to extinction like gambling

Interaction Ritual Chains (Randall Collins)

we spend our lives going from interaction ritual to interaction ritual; we carry the mood from one interaction ritual to the next

what is an interaction ritual?

2 or more people in co-presence and defined by space

mutual focus of attention

shared mood

interaction creates emotional energy

effects of an interaction ritual

If the emotional experience of an interaction ritual is positive or reinforcing, it charges us up and we tend to keep it in our lives (like a typical monday)

On the other hand, if the experience is punishing then we find a way of unchaining it.

Vicarious Learning

shared or experienced by imagined participation in another's experience (taking the role of a significant other); in consumer context, vicarious learning is an attempt to change behavior by having consumers observe the actions of other people

Terminology That Can be Used to Refer to Vicarious Learning

Modeling, Observational Learning, & Imitative Learning

3 types of vicarious learning

overt, covert, verbal

Overt (Vicarious Learning)

you see somebody performing an action, you witness the consequence that occurs to that action, put yourselves into the shoes of another person, if so, would you like that same consequence to happen to you? (EX: salesman demonstrating a product using "live modeling")

overt respondent cond view

the sense that behavior is shaped before the response. There is a pairing of consequences and product use

over operant cond view

the sense that behavior is shaped by consequences experienced by the significant other

overt basic def

requires that consumers actually observe the model in person

covert basic def

subjects are told to imagine observing a model behaving in various situations and receiving particular consequences ex. imagine Jane Doe getting off of work...

Covert (Vicarious Learning)

the same thing as overt, but instead of seeing it with your own eyes it's described to you: asked to imagine a specific behavior resulting in specific consequences, imagines modeled behavior and consequences, performance of imagined behavior may increase or decrease depending on imagined consequences (hearing it) (EX: podcasts, radio show, etc)

Verbal (Vicarious Learning)

DO NOT CONFUSE WITH COVERT; consumer is given a description of how others similar to themselves behave in purchase/use situation, a social norm is established, Subjects performance of desired behavior may increase or decrease, depending upon their motivation to comply(EX: experiment with UnitedWay where neighbors were told what percentage of neighborhood donated)

verbal vicarious learning experiment

United Way: people told that 3/4 of their neighbors donated instead of 1/4 were 20% more likely to donate

verbal basic def

consumers are told how others similar to themselves behaved in a particular situation; this procedure attempts to set a social norm that may influence behavior

how can vicarious learning be used?

Modeling can be used to develop behaviors that enable potential consumers to use products appropriately (i.e. Sears may have a DVD on chain saw safety

Modeling can be used to decrease the probability of undesired behaviors (i.e. drunk driving ads)

Modeling can be used to establish differential advantage (i.e. Hefty trash bags)

Modeling can be used to reinforce existing behavior.

Many behaviors are already part of the observers' response hierarchies, so the models' function is to merely facilitate positive depictions for reinforcement.

Factors that Increase Vicarious Learning

Attractiveness, Credibility (highly educated, expert, highly skilled, personal experience, high status), Perceived Similarity of Model to Observer

how does the way in which the modeled behavior is performed and level of difficulty influence vicarious learning?

Detailed very carefully and vividly increases probability also if difficult but still completed

What is the most important variable in vicarious learning?

CHARACTERISTICS OF OBSERVERS the value that the observer places on the consequence of the modeled behavior

- If consumers value the social approval obtained by a model in a hair coloring commercial, they are more likely to purchase and use the product

Increasing the Probability of Vicarious Learning --> characteristics of modeled consequences

positively reinforcing a model's behavior is a key factor in facilitating vicarious learning

Ecological Psychology Researchers Believe:

you can't make predictions about human behavior unless you know what situation, context, or environment the human in question is in

ex. there are certain behaviors appropriate to being in church, attending a lecture, working in a factory etc., and the behavior or people in these environments is more similar than the behavior of an individual person in different environments.

E.T Hall The Hidden Dimension

the study of "proxemics"; interested in how people unconsciously structure micro space (EX: a crowded beach and elevator example)

eco psych: situation

The situation, or shopping context, influences consumer behavior.

The place, or situation, encodes proper behavior. Thus, in a store, people assume their roles as customers; in a school, as students; or in a church, as worshippers.

Hall's "Interpersonal Zones"

Saudis, Norwegians, and Japanese will have differing notions of what "close" is; in the US: Intimate (0 to 18 inches), Personal (18" to 4 feet),Social (4 feet to 12 feet), Public (12 feet and beyond); Violation of personal space causes a range of reactions from laughter to aggression.

The 5 Senses of Marketing

visual merchandising, music, olfactory cues, taste, & touch

a typology of touchpoints

Positioning within the city environment;

Organization of the interior space;

Personal space and customer density

i.e. deciding where to place a mc donalds on one side of the street due to traffic

grocery market store layout

the physical organization of the interior space in such a way as to create specific traffic patterns. The layout also assists retailers in the presentation of merchandise, and it helps create a particular atmosphere.

Population Density

Not necessarily a good or bad thing, but it MAGNIFIES the current emotions you are experiencing (EX: a crowded concert/club vs. a crowded DMV)

Aesthetics

the study of sensory or sensori-emotional values. It is also sometimes called, judgments of sentiment and taste; critical reflection of art, culture, & nature

-Judgments of aesthetic value clearly rely on our ability to discriminate at a sensory level.

Aesthetics examines what makes something beautiful, sublime, disgusting, fun, cute, silly, entertaining, pretentious, harmonious, boring, humorous, or tragic.

personal space and more on pop density

Research in architecture suggests that higher density tends to intensify the experience.

So if the experience is fun and entertaining, like a night out with friends, the more people relative to the social space (higher density), the more fun it will become.

On the other hand, if the experience is frustrating, like renewing a driver's license or doing your banking, the more people relative to the social space (higher density), the more frustrating it will become

Terror Management Theory

seeks to explain how human behaviors and motivations are rooted in the consciousness of an impending morality and the need to seek out meaning from existence

visual merchandising

Depends a lot on the

psychographics of the

target segment, but vivid

colors tend to attract and

hold attention.

The Cultural Worldview

offers us guidance for behaviors; provides a vehicle for self esteem; creates a shared reality and opportunity for comparison; allows for the world to have meaning

-itscreated through the values, beliefs, and systems that are shared by groups of individuals.

As our actions and accomplishments converge upon those of the accepted worldview, we develop a stronger sense of personal value. we do so by adopting religion, creating art and families

olfactory cues

Coffee, freshly baked breads, candles, perfumes; certain smells can trigger powerful emotions and memories. Shoppers perceive higher quality goods in scented stores.

the tactile customer

Aspects of the textile and apparel industries present challenges to implementing on-line commerce. Most important, the difficulty of accurately characterizing the product on-line.

Characteristics of a garment that are crucial to the decision-making process, things like color, touch, the feel of the fabric, and fit, are difficult to communicate virtually.

In fact, returns in the on-line fashion industry tend to be much higher than returns in other on-line industries.

we like touching the stuff we buy lol

tactile importance

When we ask someone whether we can "see" something, often what we are really asking is whether we can "touch" something

terror management theory

seeks to explain how human behaviors and motivations are rooted in the consciousness of an impending mortality and the need to seek out meaning from existence

Morality Salience/The Worldview Defense

personal distress may be felt when behaviors are inconsistent with worldview standards; the further an individual diminishes from accepted standards, the stronger the reaction should be to uphold those principles when faced with morality salience

what is the cultural worldview ultimately?

is a symbolic construction that provides a shared idea of what reality is, what brings meaning and order to the world;

And adhering to these values set forth by the worldview gives meaning and value to the individual.

Morality Salience in Marketing Context

brands that resonate with a particular worldview value may not need to limit advertisements to "happy" program content; if a brand resonates with VALUES, then being associated with something as visceral as death or violence may be the best place to be from a marketing stand point.

what happens when we are faced with mortality reminders?

Increased need for cultural structure

More favorable actions toward individuals that adhere to the same values

Increased defense against those of opposing viewpointsw

what happens when we encounter others with different world views?

it can be problematic psychologically.

It may threaten the validity of the accepted worldview

Opposition poses a threat to our immortality

worldview defense

The opposition must be discounted, altered, or destroyed to lend credibility to the accepted worldview