Consumer Behavior Exam 2

Learning

a relatively permanent change in behavior due to experience

Incidental learning

learning things without having motivation too
(primary method to learning of consumers in marketplace, how we learn about brands, songs)

Behavioral Learning Theories

theories of learning that focus on how consumer behavior is changed by external events or stimuli

Cognitive Learning Theory

range of connections between actions and consequences to those that focus on understanding complx relationships and problem solving

What is classical conditioning?

A learning process in which a stimulus that elicits a response is paired with another stimulus.

What is the role of the first stimulus in classical conditioning (ex. bell ring)?

It elicits a response.

What is the role of the second stimulus in classical conditioning (ex. dog food)?

It initially does not elicit a response on its own.

What is instrumental conditioning?

A learning process where an individual learns to perform behaviors that produce positive outcomes.

What do individuals learn to avoid in instrumental conditioning?

Behaviors that yield negative outcomes.

Components of Conditioning

unconditioned stimulus, conditioned stimulus, conditioned response

unconditioned stimulus

in classical conditioning, a stimulus that unconditionally—naturally and automatically—triggers a response (ex. giving dog food)

conditioned stimulus

in classical conditioning, an originally irrelevant stimulus that, after association with an unconditioned stimulus, comes to trigger a conditioned response (ex. the sound of the bell)

conditioned response

in classical conditioning, the learned response to a previously neutral (response to giving dog food)

What does repetition refer to in conditioning?

The number of times you need to engage in the conditioning.

What is the effect of increased repetition in conditioning?

Increased brand awareness.

stimulus generalization

tendancy for stimuli similar to a conditioned stimulus to evoke similiar, unconditioned responses

stimulus discrimination

occurs when unconditioned stimilus does not follow a stimular similar to a conditioned stimulus. When this happens, reactions weaken and will soon dissapear.

extinction

when brands exposure decreases and their advertising wears out due to too much exposure

stimulus generalization halo effect

people react to their similar stimulus the same way they respponse to original stimulus

brand equity

a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result (seeing a logo, a consumers brain is conditioned to know what brand it is)

family branding

marketing several different products under the same brand name

product line extension

adding additional products to an existing product line in order to compete more broadly in the industry

licensing

allows companies to rent well-known names

look-alike packaging

putting a generic or private label product in a package that resembles a popular brand to associate the brand with the popular one

Habit Formation

Reminder, Routine, Reward

reminder

cur or trigger that starts the habbit (ex. traffic light turns green)

routine

the action you take or habit itself (ex, drive when light is green)

reward

the benefit you gain from doing the habit (get closer to your destination)

positive reinforcement

positive action or response that is followed by a positive outcome

What is negative reinforcement?

Removal of a negative event strengthens responses that allow avoidance of a negative outcome.

Give an example of negative reinforcement.

Choosing not to drink and drive to avoid the negative outcome of an accident or legal consequences.

punishment

a negative action or repsonse that is followed by negative response

What is extinction reinforcement?

The removal of a positive event that weakens responses preceding its occurrence.

What happens to a consumer during extinction reinforcement?

The consumer learns that responses no longer produce a positive outcome.

What is fixed interval reinforcement?

A form of partial reinforcement where rewards are provided after a specific time interval has passed after a response.

Give an example of fixed interval reinforcement.

Enforcing class policies only on Tuesdays.

What is variable interval reinforcement?

A form of partial reinforcement where rewards are provided after an unpredictable time interval.

What is an example of variable interval reinforcement?

Not knowing when attendance will be taken, leading to the need to show up every day.

What is fixed ratio reinforcement?

A form of partial reinforcement where rewards are provided after a specified number of responses.

Give an example of fixed ratio reinforcement.

When you participate in class, you are rewarded with points.

What is variable ratio reinforcement?

A form of partial reinforcement where rewards are provided after an unpredictable number of responses.

Give an example of variable ratio reinforcement.

Scrolling on TikTok until you find that one video that makes you laugh.

endowed progress effect

people are more motivated to attain a goal when they are provided with the illusion of a "head start" even though the actual effort required to reach the goal does not change

encoding

information enter in a way the system will recognize

storage stage

we integrate this knowledge with what is already in memory and "warehouse" it until it is needed

Retrieval

the process of getting information out of memory storage

episodic memories

memories of personally experienced events and the contexts in which they occurred

narrative

description of a product that is written as a story, often an effective way to convey product information

sensory memory

temporary storage of sensroy information

attention

information that passes through an attentional gate is transferred to short term memory

short-term memory

brief storage of information currently being used- less than 20 seconds

elaborative rehearsal

cognitive process that allows information to move from short term memory to long term memory

long term memory

system that allows us to retain information for a long period of time

associative network

a chain of products that we associate with other individual products that influence how we remember it (ex. perfumes- cologne, floral scents)

levels of knowledge

Concepts, beliefs, schema, script

concepts

single words (ex. baby saying "mama")

beliefs

simple connections between concepts (ex. teddy bear is a concept but learning that it comes in different sizes and shapes)

schema

conginitive framework we develop through experience, the beliefs we have about brands

script

sequence of events an individual expects to occur (process of going out to eat)

memory lapse

willing to tell the truth but you just can't remember

omitting

not being able to remember (forgetting) ex. what you did this day last year

averaging

not remembering the outliers (ex, if you normally drink 2 cups of coffee but yesterday you had 4 and you didnt remember)

telescoping

remembering stuff from the past but it feels like a shorter time than its actually been- underestimating the truth

motivation

the force behind actions- needs or goals

needs

things that are univerisal (hunger)- utilitarian and hedonic

goals

desired outcomes or targets- incidental brand exposure

drive theory

the primary source of motivation is our needs- biological needs that produce unpleasant states of arousal

Homeostasis

the arousal the tension causes motivates us to reduce and return it to a balanced state

retail therapy

shopping restors a sense of personal control over ones environment and emotions

expectancy theory

expectations of achieving desirable outcomes- not our needs but our goals, expains motivation and behavior

promotion motivation

risk takers, try new things

prevention motivation

primary source of motivation is to chose the safest option

productivity orientation

represents the tendency for consumers to focus on being productive, making progress, and accomplishing more in less time (ex. bucket list)

need for affiliation

to be in company of others- fitting in and buying brands that everyone else is buying just to fit in

need for uniqueness

assert ones individual identity, want to stand and not be apart of a group (ex perfume "as individual as you are")

need for power

to control ones environment- products allow us to feel we have power over our surroundings (ex. retail therapy)

need for cognition

how curious we are, not easily influenced by marketing gimics

Self-actualization (Maslow)

self-fulfillment, enriching experiences (hobbies, travel, education)

Ego Needs (Maslow)

prestige, status, accomplishments (cars, furniture, credit cards, country clubs)

Belongingness (Maslow)

love, friendship, accepted by others (clothing, grooming products, clubs, drinks)

Safety (Maslow)

secuirty, shelter, protection (insurance, alarm systems, retirement, investments)

physiological (Maslow)

water, sleep, food (medicines, staple items, generics)

Affective responses

feelings and images consumer generates in response to a message

evaluations

cognitive responses, low pschyological levels

mood

how you feel; no clear target, last longer than emotions (ex. in a bad mood but dont know why)

mood congruency

mood influences; how we process information(ex. in winter we expect it be dark/cloudy but we step out to brightness and hot air)

emotions

clear target; when we are angry we know why

sadvertising

advertising that uses inspirational stories to generate an emotional response

emotional oracle effect

situations we have gut feeling about and we should lsiten to it

lovemark

a passionate commitment to one brand

cult products

command fierce consumer loyalty, devotion, and maybe even worship by consumers

material accumulation

idea that we believe more stuff we own or consume, the happier we will be

negative affect

disgust, envy, guilt, embaressment, fear, sadness

consumer involvement

the degree of personal relevance that the product or purchase holds for the consumer

inertia

when we do things out of habit (ex, always using the same door when entering class)

perceived risk

the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences

monetary risk

occurs when making a poor choice will have a monetary consequence

functional risk

risk that the product may not function as the consumer needs

physical risk

risk associated with the safety of the product and the likelihood that physical harm will result from its consumption

social risk

the fears that consumers suffer when they worry others might not regard their purchases positively