Consumer Behavior7/14/20151 LEARNING AND SITUATIONAL INFLUENCES.

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Presentation transcript:

Consumer Behavior7/14/20151 LEARNING AND SITUATIONAL INFLUENCES

Consumer Behavior7/14/20152 Four Ways People learn l Operant conditioning l Classical conditioning l Cognitive learning l Modeling

Consumer Behavior7/14/20153 BEHAVIORAL VS. COGNITIVE APPROACHES

Consumer Behavior7/14/20154 General Influences on Learning l Repetition l Importance / relevance

Consumer Behavior7/14/20155 Classical Conditioning USUR CS US UR CS CR TonefoodSalivate Pillsbury Dough boy Delicious bun Want to eat it

Consumer Behavior7/14/20156 What is needed to produce classical conditioning l Motivation l Contiguity of CS and US l Repetition of CS-US sequence l Cs occurs BEFORE US l BUT THESE CONDITIONS ARE NOT ENOUGH!

Consumer Behavior7/14/20157 What else is needed? l CS provides information about US. l CS is easily associated with US. l The learning CONTEXT is important.

Consumer Behavior7/14/20158 Other classical conditioning concepts l Higher order classical conditioning l Stimulus generalization and its relation to brand extensions

Consumer Behavior7/14/20159 Instrumental/operant Conditioning l Depends on reinforcement: positive, negative and punisher l Depends on active behavior l Reinforcement comes AFTER response l Operant learning depends on reinforcement schedule l Extinction l Shaping

Consumer Behavior7/14/ SEQUENCE OF BEHAVIORS l ATTENTION-INTEREST-DESIRE-ACTION l Prepurchase Information search Funds access l Purchase Store contact Product contact Transaction l Post-Purchase Consumption Communication Repurchase

Consumer Behavior7/14/ TYPES OF SITUATIONAL INFLUENCES l Antecedent states l How task defined l Physical influences l Social influences l Time-related influences