Behavior Mod Test 3 (Behavior Modification)

What is classical conditioning in advertising?

Uses appeals by association; a product is linked to something positive to create positive feelings

What is an Unconditioned Stimulus in an advertisment?

A positive person (celebrity)

What is a Conditioned Stimulus in an advertisement

A product

What is a Conditioned Response in an advertisement

Positive feelings toward the product

What is Modeling in consumer behavior?

When consumers observe a model engaging in a behavior and imitate it

What is three examples of positive reinforcement in sales

• free product with purchase (BOGO)

• token economy (punch card)

• gamification (McDonald’s Monopoly)

What is negative reinforcement in sales

buying more to avoid shipping charges or to qualify for a discount

What are the 4 methods of influencing consumer behavior

1) Classical Conditioning

2) Modeling

3) Reinforcement

4) Target audience/Subgrouping

What is the central route to persuasion

the argument itself is compelling

What is the Peripheral route to persuasion

Other things besides the message itself are compelling

What is expertise

people trust experts and authority figures

What is social proof

Taps into someone’s desire to belong to a group

What is the Halo effect

when you like and trust attractive people.