Consumer Behaviour

CHAPTER OBJECTIVES

When students finish this chapter they should take in why:

Its important for marketers to understand how consumers learn about products and services.


Conditioning results in scholarship.


Learned associations tidy sum generalize to other things, and why this is important to marketers.


There is a difference between classical and instrrumental instruct.


We learn by law-abiding others behaviors.
Memory systems work.


The other products we associate with an individual product settle how we will remember it.


Products help us to retrieve memories from our past.


Marketers note our memories about products and ads.


CHAPTER SUMMARY

Learning refers to a relatively permanent switch over in behavior that is caused by experience. Learning can die through simple associations between a stimulus and a reception or via a complex series of cognitive activities. Learning is an ongoing process.

It is useful in any study of consumer behavior to explore behavioral learning theories in line of battle to gain insight into how consumers learn. Behavioral learning theories assume that learning occurs as a result of results to external events.



Classical conditioning occurs when a stimulus that naturally give the sacks a response (an innate(p) stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) comes to elicit the response as well. Several experiments that demonstrate this conditioning are discussed in this chapter. Through this discussion it is found that a conditioned response can also extend to other, similar stimuli in a process known as stimulus generalization. This process is the primer coat for such marketing strategies as licensing and family branding, where a consumers compulsory associations with a product are transferred to other contexts. The opposite loading is achieved by masked branding (where the manufacturer...If you want to get a full essay, order it on our website: Ordercustompaper.com



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