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CONSUMER
BEHAVIOR, 8e
Michael Solomon
Learning Objectives
When you finish this chapter you should understand why:
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Learning is a Process
Consumer Behavior
Learning: a relatively
permanent change in behavior
caused by experience
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Figure 3.1
Instrumental conditioning
(also, operant conditioning):
the individual learns to
perform behaviors that
produce positive outcomes
and to avoid those that yield
negative outcomes.
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Classical Conditioning
Ivan Pavlov and his dogs
Click to play
Pavlovs dog game
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Discussion Question
In the 1980s, the Lacoste
crocodile was an exclusive
logo symbolizing casual
elegance. When it was
repeated on baby clothes
and other items, it lost its
cache and began to be
replaced by contenders such
as the Ralph Lauren Polo
Player.
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Family branding
Product line extensions
Licensing
Look-alike packaging
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Masked Branding
Consumer Behavior
Discussion
Some advertisers use well-known songs to promote their
products. They often pay more for the song than for
original compositions.
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Instrumental Conditioning
Behaviors = positive outcomes or negative outcomes
Instrumental conditions occurs in one of these ways:
Positive reinforcement
Negative reinforcement
Punishment
Extinction
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Instrumental Conditioning
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Figure 3.2
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Vicarious learning
Socially desirable models/celebrities who use or
do not use their products
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Figure 3.3
Information-processing approach
Mind = computer and data = input/output
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Figure 3.4
a package
Semantic meaning: symbolic associations, such as
the idea that rich people drink champagne
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Memory Systems
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Figure 3.5
Associative Networks
Activation models of memory
Associative network of related information
Knowledge structures of interconnected nodes
Hierarchical processing model
[See next slide for an example of an associative
network]
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Figure 3.6
Spreading Activation
As one node is activated, other nodes associated with it
also begin to be triggered
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Levels of Knowledge
Individual nodes = meaning concepts
Two (or more) connected nodes = proposition (complex
meaning)
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Physiological factors
Situational factors
Consumer attention; pioneering brand; descriptive
brand names
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Autobiographical
memories
The marketing power of
nostalgia
Retro brand: updated
version of a brand from
a prior period
Nostalgia index
Hoang Duc Binh, MBA, 2008
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Discussion
Marketers often evoke memories of the good ol days
by marketing products with nostalgic images. Though it
seems this strategy targets only middle-aged or older
consumers, it can be used toward college students.
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