Consumer Behavior Test 2

Chapter 5

Learning and Memory

Learning

the process of acquiring new information and knowledge about products and services for application to future behavior. (taking something that is unknown and making it known)

Knowledge

occurs when a person makes associations

Memory

enables past experiences and learning to influence current behavior

Classical Conditioning: Pavlovian Conditioning

The stimulus precedes the response

Unconditional Stimulus (US): The attractor (Meat)

Unconditional Response: Positive Response (Salivation)

Conditional Stimulus (CS): The Brand (Bell)

Conditional Response: A positive response (Salivation)

Operant Conditioning

Operant or Instrumental Conditioning: the stimulus follows the response.
Goal: to increase (via reinforcement) or decrease (via punishment) the probability of a response

Reinforcement

Increase the probability of a response.

Positive Reinforcement

Addition of a positive stimulus (free breakfast if you attend a sales pitch)

Negative Reinforcement

Removal of a negative stimulus (annoying noise in car ends when you click in your seatbelt)

Punishment

decrease the probability of a response

Positive Punishment

addition of a negative stimulus (scold student in class for bad grades)

Negative Punishment

removal of a positive stimulus (favorite toy gets taken for bad behavior)

Memory

short term = RAM (finite)
long term = hard drive (infinite storage)

Transcience

forgetting overtime. recently processed information is more accessible, or easy to retrieve

Absent-minded

forgetting as a result of shallow or superficial processing during encoding or retrieval. (NAMES)

Encoding Issues

Attention, comprehension, and transference of information from short to long term memory. (not able to store it)

Retrieval Issues

Transference of information from long to short term memory

Blocking

retrieval failure due to inference from related information stored in memory - “the tip of the tongue effect”

Associative Network

closely related nodes, ideas, or pieces of information connected directly by a single association.

Associative Interference

New associations increase the complexity of consumers’ associative networks

• these new associations compete with and block old associations

What are the three different type of memory confusion or misattribution?

Source confusion, feelings of familiarity, false memory

Suggestibility

misleading questions and suggestions can lead to memory distortion. Lawyers: savy ways of asking questions, can this consumer research.

Bias

ambiguous product experiences are open to multiple interpretations
- prior beliefs can bias current beliefs and experiences

- current beliefs can bias memory for pror beliefs

(Ex’s)

Persistence

not forgetting things we want to forget
- earworm or “stuck song syndrome” (white polar bear)

Chapter 7

Motivation - Betty Crocker Mix Example

Motivation

A driving force that moves or incites consumers to act

• motivation focuses attention on goal-relevant objects.

  • motivation comes when we have an unmet need that we want satisfied

The Process of Motivation

Needs and Wants

Needs

desires that arise when a consumer’s actual state does not meet his or her desired needs

• physiological needs - innate or primary

• psychological needs - secondary

Wants

Learned manifestation of needs

• product specific needs

• need satisfiers

ie. when you wake up in the night and you need water but you want milk. or need shoes but want nike

Needs are aroused via three routes

Physiological

Emotional

Cognitive

• Aroused needs create tension or drives

Physiological

Your body will let you know

Emotional

loneliness - needs a hug

Cognitive

looking at a context clues as to realize that we have unmet needs (looking at a calendar and remembering)

Theories of Motivation

Maslow’s hierarchy of needs
Need theory / the trio of needs
Self-determination theory

Maslow’s Hierarchy of Needs

The Pyramid

Need Theory / The Trio of Needs

Power: the need to control other people, objects, and the environment to acquire desired things.

Affiliation: the need for belongingness and friendship or to be a member of an important group

Achievement: the need to accomplish difficult tasks

Self-Determination Theory

intrinsic motivation: pursuing an activity for its own sake - autonomy, mastery and purpose

extrinsic motivation: pursuing an activity in or to receive a reward (this hinders the ability to be creative but is good for basic tasks

Cognitive Dissonance Theory

• Consumers strive for consonance between a specific behavior and attitudes related to that behavior

• behavior-attitude inconsistency created dissonance

• consumer seek to reduce dissonance by changing their attitudes to match their behaviors

Chapter 4

Consumer Perception

Perception

Process of retrieving, selecting, and interpreting environmental stimuli with the five senses

Perception is a matter of…

Illusion (starry night) , perspective, and interpretation

Perceptual Process

Sensory Exposure - Attention - Comprehension
- your senses take in a lot of information. we only focus on a few senses at a time. (gorilla video = selective attention)

Sensory Threshold

The minimum level of stimuli needed to experience sensation. dogs v. human hearing

Just Noticeable Difference (JND)

The incremental change required to detect a difference between two similar stimuli (her brother’s roomate wine bottles)

Weber’s Law

The ability to sense change in a stimulus depends on the strength of the original stimulus (haircuts)

Marketing Implications - Sensory Thresholds

Logo updating & product quality

Adaptation

The process of becoming desensitized to stimuli
- high repetition
- simplicity
- low intensity

Physical Influences on Attention

Short term memory, Miller’s rule, Arousal

Short Term Memory

Where small bits of information are stored for short periods of time

• working memory

• active memory

• conscious awareness

Miller’s Rule

People are able to consider 7 ± 2 (5-9) units of information at one time
- we only have 7 buckets available, 5-9 cereal brands off the top of our head

Arousal

low arousal = low attention intensity
moderate arousal = high attention
high arousal = overstimulation, low attention

How do marketer generate attention?

Salient Stimuli & Vivid Stimuli

Salient Stimuli

Draw consumers’ attention because they are interesting and different. Salience is context dependent

Vivid Stimuli

Draw consumers’ attention because they are inherently engaging. Vivid is context independent.

Chapter 6

Information Processing

2 styles of thinking

Style 1 & Style 2

Style 1

• automatic

• quick

• going with your gut

(think of a bunny)

Style 2

• deliberate

• mentally exhausting

• focusing on thought

think of a turtle

Automatic information processing

the mental processes that occur without awareness of intention, but influence judgment, feelings, goals, and behaviors

• minimal thought & repetitive purchases

Benefits of unconscious thought

mental processes become automatic through practice and eventually subject to unconscious control

Why beneficial?

1. using the subconscious mind frees-up mental resources for the conscious ming

2. the conscious mind cannot navigate complex environments without assistance from the subconscious

Thin Slice Theory

brief observation of another person’s behavior that provide surprisingly accurate information about this peron’’s personality, feelings, and goals

Thin Slices are more accurate when…

• Observations are brief (focus on intuition)

• focused on nonverbal information (harder to control

• consumers have lots of practice (calibrated)

Explicit Memory

consumers are aware that they are searching for information stored in memory. (im hungry - EV)

Implicit Memory

searching for information without awareness or intention (i am hungry - i am craving - )

The priming effect

consumers are subtly led to think about a concept, such as a brand name, attribute, or benefit
- simply thinking about a concept activates other related concepts from memory

Implicit Associations

• consumers don’t always speak their minds

• consumers don’t always know their own minds

Distraction Effects

Consumers initially believe everything in order to understand

unbelieving: is a separate process, requiring time and effort
distraction: can inhibit unbelievingly
distraction mimics automaticity

Habits

repeated behaviors that occur in stable contexts (cued by the environment)

Breaking habits

• establish implementation intentions

• establish a routine

• monitor progress