Consumer Behavior Study Notes

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MKTG 4150 STUDY NOTES
Chapter 1: An Introduction to Consumer Behaviour
What is Consumer Behaviour?
Consumer Behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Consumer behaviour is a process
Buyer behaviour: the interaction between consumers and producers at the time of purchase. * Exchange (two or more organizations or people give and receive something of value) is an integral part of marketing

Consumer behaviour involves many different actors * Purchaser and the user of a product may not necessarily be the same person * Another person can also act as an influencer when providing
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Behavioural Learning Theories
Behavioral Learning Theories: assume learning takes place because of responses to external events.

Classical Conditioning
Classical conditioning: when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this 2nd stimulus (UCS) causes a similar response because it is associated with the first stimulus (CS).
Unconditional stimulus (UCS): a stimulus naturally capable of causing a response
(i.e. flavouring)
Conditioned stimulus (CS): a stimulus that causes a response because of a learned association
(i.e. bell)
Conditioned response (CR): a new or modified response elicited by a stimulus after conditioning
(i.e. drool)

Repetition * Repeated exposures increase the strength of stimulus-response associations and prevent the decay of these associations in memory * Most effective repetition strategy seems to be a combination of spaced exposures that alternate in terms of media that are more or less involving * Lack of association can be due to extinction (when the effects of a prior conditioning are reduced and finally disappear)
Advertising wearout: repeated similar advertisements will lead to consumers tuning out

Stimulus generalization
Stimulus Generalization: tendency of stimuli similar to CS to evoke similar conditioned responses
Masked branding: strategy used to deliberately hide a product’s true origin
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