消费者行为学（英文版第12版）课件全套 迈克尔 第1-14章 Buying,Having,and Being An Introduction to Consumer Behavior -Culture

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter1Buying,Having,andBeing:AnIntroductiontoConsumerBehaviorLearningObjectives(1of2)1.1Consumerbehaviorisaprocess.1.2Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.

1.3Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.1.4Ourmotivationstoconsumearecomplexandvaried.

1.5Technologyandculturecreateanew“alwayson”consumer.LearningObjectives(2of2)1.6Manydifferenttypesofspecialistsstudyconsumerbehavior.1.7Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.LearningObjective1.1Consumerbehaviorisaprocess.PeopleintheMarketplaceConsumptionCommunitiesMarketSegmentationStrategiesWhatIsConsumerBehavior?Thestudyoftheprocessesinvolvedwhenindividualsorgroupsselect,purchase,use,ordisposeofproducts,services,ideas,orexperiencestosatisfyneedsanddesires.Figure1.1StagesintheConsumptionProcessForReflection(1of6)Howdoyoudecidethatyouneedaproduct?Whataboutapurchasemakesitpleasantorstressfulforyou?Whenusingtheproduct,whatdeterminesiftheexperienceispleasant?LearningObjective1.2Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.ConsumersAreDifferentHeavyUsers80/20RuleSegmentingConsumers:DemographicsDemographics:AgeGenderFamilystructureSocialclass/incomeRace/ethnicityGeographyLifestylesRedneckBankTargetsbySocialClassBigDataDatabaseMarketingRelationshipMarketingLearningObjective1.3Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.PopularCultureMusicMoviesSportsBooksCelebritiesEntertainmentMarketersinfluencepreferencesformovieandmusicheroes,fashions,food,anddecoratingchoices.Consumer-BrandRelationshipsRoleTheorySelf-conceptattachmentNostalgicattachmentInterdependenceLoveForReflection(2of6)Whatkindofrelationshipdoyouhavewithyourcar?Dothesefeelingscorrespondtothetypesofrelationshipsconsumersmaydevelopwithproducts?Howdotheserelationshipsaffectyourbehavior?LearningObjective1.4Ourmotivationstoconsumearecomplexandvaried.MotivationNeedVs.WantForReflection(3of6)Describeaneedandawantyouhaveandexplainthemotivationforthewant.LearningObjective1.5Technologyandculturecreateanew“alwayson”consumer.TheDigitalNative:LivingaSocial[Media]LifeB2Ce-commerceC2Ce-commerceDigitalNativeSynchronousinteractionsAsynchronousinteractionsForReflection(4of6)Howhasyourdailylifechangedbecauseofsocialmedia?Whatdoesyourvirtuallifelooklike?LearningObjective1.6(1of2)Manyspecialistsstudyconsumerbehavior.Table1.1InterdisciplinaryResearchIssuesinConsumerBehaviorDisciplinaryFocusMagazineUsageSampleResearchIssuesExperimentalPsychology:productroleinperception,learning,andmemoryprocessesHowspecificaspectsofmagazines,suchastheirdesignorlayout,arerecognizedandinterpreted;whichpartsofamagazinepeoplearemostlikelytoread.ClinicalPsychology:productroleinpsychologicaladjustmentHowmagazinesaffectreaders’bodyimages(e.g.,dothinmodelsmaketheaveragewomanfeeloverweight?)Microeconomics/HumanEcology:productroleinallocationofindividualorfamilyresourcesFactorsinfluencingtheamountofmoneyahouseholdspendsonmagazines.SocialPsychology:productroleinthebehaviorofindividualsasmembersofsocialgroupsWaysthatadsinamagazineaffectreaders’attitudestowardtheproductsdepicted;howpeerpressureinfluencesaperson’sreadershipdecisionsSociology:productroleinsocialinstitutionsandgrouprelationshipsPatternbywhichmagazinepreferencesspreadthroughasocialgroup(e.g.,asorority)LearningObjective1.6(2of2)[Table1.1continued]DisciplinaryFocusMagazineUsageSampleResearchIssuesMacroeconomics:productroleinconsumers’relationswiththemarketplaceEffectsofthepriceoffashionmagazinesandexpenseofitemsadvertisedduringperiodsofhighunemploymentSemiotics/LiteraryCriticism:productroleintheverbalandvisualcommunicationofmeaningWaysinwhichunderlyingmessagescommunicatedbymodelsandadsinamagazineareInterpretedDemography:productroleinthemeasurablecharacteristicsofapopulationEffectsofage,income,andmaritalstatusofamagazine’sreadersHistory:productroleinsocietalchangesovertimeWaysinwhichourculture’sdepictionsof“femininity”inmagazineshavechangedovertimeCulturalAnthropology:productroleinasociety’sbeliefsandpracticesWaysinwhichfashionsandmodelsinamagazineaffectreaders’definitionsofmasculineversusfemininebehavior(e.g.,theroleofworkingwomen,sexualtaboos)Figure1.2ThePyramidofConsumerBehaviorForReflection(5of6)PicktwoofthedisciplinesshowninFigure1.2.Howwouldtheirapproachestothesamemarketingissuediffer?LearningObjective1.7Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.Positivistvs.InterpretivistTable1.2PositivistversusInterpretivistApproachestoConsumerBehaviorAssumptionsPositivistApproachInterpretivistApproachNatureofrealityGoalObjective,tangibleSinglePredictionSociallyconstructedMultipleunderstandingKnowledgeGeneratedTime-free,contextIndependentTime-bound,contextdependentViewofCausalityExistenceofrealCausesMultiple,simultaneousshapingeventsResearchRelationshipSeparationbetweenresearcherandsubjectInteractive,cooperativewithresearcherbeingpartofphenomenonunderstudyForReflection(6of6)Howdoyouthinkthetwoparadigmsofconsumerresearchaffectthechoicesmarketersmakeintargetingconsumersegments?ChapterSummaryConsumerbehaviorisaprocess.Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.

Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.Ourmotivationstoconsumearecomplexandvaried.Technologyandculturecreateanew“alwayson”consumer.Manydifferenttypesofspecialistsstudyconsumerbehavior.Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.CopyrightConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter2ConsumerandSocialWell-BeingLearningObjectives2.1Ethicalbusinessisgoodbusiness.2.2Marketershaveanobligationtoprovidesafeandfunctionalproductsaspartoftheirbusinessactivities.

2.3Consumerbehaviorimpactsdirectlyonmajorpublicpolicyissuesthatconfrontoursociety.2.4Consumerbehaviorcanbeharmfultoindividualsandtosociety.LearningObjective2.1Ethicalbusinessisgoodbusiness.MarketingEthicsandPublicPolicyBusinessethicsarerulesofconductthatguideactionsinthemarketplaceThereareculturaldifferencesinwhatisconsideredethical.NeedsandWantsConsumerspaceMaterialismProvenanceCurationDoMarketersManipulateConsumers?AdvertiserssimplydonotknowenoughaboutpeopletomanipulatethemDoMarketersCreateArtificialNeeds?Objectiveofmarketing:createawarenessthatneedsexist,nottocreateneedsNeed:abasicbiologicalmotiveversusWant:onewaythatsocietyhastaughtusthattheneedcanbesatisfiedSampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(1of2)Table2.1SampleofFederalLegislationIntendedtoEnhanceConsumers’WelfareYearActPurpose1953FlammableFabricsActProhibitsthetransportationofflammablefabricsacrossstatelines.1958NationalTrafficandSafetyActCreatessafetystandardsforcarsandtires.1958AutomobileInformationDisclosureActRequiresautomobilemanufacturerstopostsuggestedretailpricesonnewcars.1966FairPackagingandLabelingActRegulatespackagingandlabelingofconsumerproducts.(Manufacturersmustprovideinformationaboutpackagecontentsandorigin.)

1966ChildProtectionActProhibitssaleofdangeroustoysandotheritems.

1967FederalCigaretteLabelingand

AdvertisingActRequirescigarettepackagestocarryawarninglabelfromtheSurgeonGeneral.

1968Truth-in-LendingAct

Requireslenderstodivulgethetruecostsofacredittransaction.1969NationalEnvironmentalPolicyActEstablishedanationalenvironmentalpolicyandcreatedtheCouncilonEnvironmentalQualitytomonitortheeffectsofproductsontheenvironment.

1972ConsumerProductsSafetyActEstablishedtheConsumerProductSafetyCommissiontoidentifyunsafeproducts,establishsafetystandards,recalldefectiveproducts,andbandangerousproducts.

SampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(2of2)[Table2.1continued]Year

Act

Purpose

1975ConsumerGoodsPricingActBanstheuseofpricemaintenanceagreementsamongmanufacturersandresellers.1975Magnuson-MossWarrantyImprovementAct

CreatesdisclosurestandardsforconsumerproductwarrantiesandallowstheFederalTradeCommissiontosetpolicyregardingunfairordeceptivepractices.

1990TheNutritionLabelingand

EducationActReaffirmsthelegalbasisfortheFoodandDrugAdministration’snewrulesonfoodlabellingandestablishesatimetablefortheimplementationofthoserules.

1998InternetTaxFreedomAct

EstablishedamoratoriumonspecialtaxationoftheInternet,includingtaxationofaccessfeespaidtoAmericaOnlineandotherInternetServiceProviders.2010Dodd-FrankWallStreetReformandConsumerProtectionActPromptedbytherecessionthatbeganin2008,intendstopromotethefinancialstabilityoftheUnitedStatesbyimprovingaccountabilityandtransparencyinthefinancialsystem,toend“toobigtofail,”toprotecttheAmericantaxpayerbyendingbailouts,andtoprotectconsumersfrom

abusivefinancialservicespractices.AreAdvertisingandMarketingNecessary?Doesadvertisingfostermaterialism?ProductsaredesignedtomeetexistingneedsAdvertisingonlyhelpstocommunicatetheiravailabilityForReflection(1of4)Advertisersareoftenblamedforpromotingamaterialisticsocietybymakingtheirproductsasdesirableaspossible.Doyouagreewiththis?Doyouagreewiththis?Ifyes,ismaterialismabadthing?Ifno,whatareyourreasons?LearningObjective2.2Marketershaveanobligationtoprovidesafeandfunctionalproductsaspartoftheirbusinessactivities.CoursesofActionVoicePrivateThird-PartyResponseConsumers’RightsandProductSatisfactionMarketRegulationCorrectiveadvertisingConsumerismCulturejammingU.S.RegulatoryAgenciesandResponsibilitiesTable2.2U.S.RegulatoryAgenciesandResponsibilitiesRegulatoryagency

Responsibilities

ConsumerProductSafetyCommission(CPSC)

Protectsthepublicfrompotentiallyhazardousproducts.Throughregulationandtestingprograms,theCPSChelpsfirmsmakesuretheirproductswon’tharmcustomers.

EnvironmentalProtectionAgency(EPA)

Developsandenforcesregulationsaimedatprotectingtheenvironment.Suchregulationshaveamajorimpactonthematerialsandprocessesthatmanufacturersuseintheirproductsandthusontheabilityofcompaniestodevelopproducts.

FederalCommunicationsCommission(FCC)

Regulatestelephone,radio,andtelevision.FCCregulationsdirectlyaffectthemarketingactivitiesofcompaniesinthecommunicationsindustries,andtheyhaveanindirecteffectonallfirmsthatusebroadcastmediaformarketingcommunications.

FederalTradeCommission(FTC)

Enforceslawsagainstdeceptiveadvertisingandproductlabelingregulations.MarketersmustconstantlykeepabreastofchangesinFTCregulationstoavoidcostlyfines.

FoodandDrugAdministration(FDA)Enforceslawsandregulationsonfoods,drugs,cosmetics,andveterinaryproducts.Marketersofpharmaceuticals,over-the-countermedicines,andavarietyofotherproductsmustgetFDAapprovalbeforetheycanintroduceproductstothemarket.

InterstateCommerceCommission(ICC)

Regulatesinterstatebus,truck,rail,andwateroperations.TheabilityofafirmtoefficientlymoveproductstoitscustomersdependsonICCpoliciesandregulation.

TransformativeConsumerResearchTCRpromotesresearchprojectsthatincludethegoalofhelpingpeopleorbringingaboutsocialchangeSocialmarketingstrategiesusemarketingtechniquestoencouragepositivebehaviorssuchasincreasedliteracyandtodiscouragenegativeactivitiessuchasdrunkdrivingSocialMarketingandCorporateSocialResponsibility(CSR)SocialMarketingencouragespositivebehavioranddiscouragesnegativeactivities.CSRistheprocessofencouragingorganizationstomakeapositiveimpactonstakeholdersCausemarketingisastrategythatalignsbusinesseswithacause.TopCauseMarketersYoplaitSusanGKomenGeneralMillsP&GRED BoxtopsforEducationKellogg’sCampbell’sGirlScoutsDawnForReflection(2of4)Doyoupurchaseacertainproductbecauseoftheircause?Why?Doyouthinkorganizationssupportacauseforprofitsorbecausetheywanttobeactiveintheircommunity?LearningObjective2.3Consumerbehaviorimpactsdirectlyonmajorpublicpolicyissuesthatconfrontoursociety.DataPrivacyandIdentityTheft(1of2)Identitytheftoccurswhensomeonestealsyourpersonalinformationandusesitwithoutyourpermission.ThePersonalDataNotification&ProtectionActof2015TheStudentDigitalPrivacyandParentalRightsActof2015RealtimebiddingPhishingBotnetsLocationalPrivacyDataPrivacyandIdentityTheft(2of2)MarketAccessDisabilitiesFooddesertsMedialiteracyFunctionallyilliterateAtriplebottom-lineorientationreferstobusinessstrategiesthatstrivetomaximizereturninthreeways:FinancialSocialEnvironmentalSustainabilityandEnvironmentalStewardship(1of2)SustainabilityandEnvironmentalStewardship(2of2)SustainabilityConscientiousconsumerismGreenMarketingandGreenwashingTable2.4LOHASMarketSectors(1of3)Table2.4LOHASMarketSectorsPersonalHealthGreenBuilding$117billion$100billionNatural,organicproducts

Homecertification

Nutritionalproducts

EnergyStarappliances

Integrativehealthcare

Sustainableflooring

Dietarysupplements

Renewableenergysystems

MindbodyspiritproductsWoodalternativesTable2.4LOHASMarketSectors(2of3)[Table2.4continued]EcoTourismNaturalLifestyles

$42billion$10billionEco-tourismtravelIndoor&outdoorfurnishings

Eco-adventuretravelOrganiccleaningsuppliesBlankCompactfluorescentlightsBlankSocialchangephilanthropyBlankApparelTable2.4LOHASMarketSectors(3of3)[Table2.4continued]AlternativeTransportationAlternativeEnergy$20billion$1billion

HybridvehiclesRenewableenergycreditsBiodieselfuelGreenpricingCarsharingprogramsBlankSource:

accessedMarch2,2013.ForReflection(3of4)Wouldyouprefertopurchasefromarestaurantthatcomposts?Whataresomesustainablemethodsusedinyourworkplace?LearningObjective2.4Consumerbehaviorcanbeharmfultoindividualsandtosociety.ConsumerTerrorismCyberterrorismGuerrillamarketingAddictiveConsumptionConsumeraddictionSocialmediaaddictionCyberbullyingPhantomVibrationSyndromeCompulsiveconsumptionDarkSideofCBConsumedconsumersIllegalacquisitionandproductuseConsumertheftandfraudShrinkageSerialwardrobersCounterfeitingAnticonsumptionForReflection(4of4)Doyouknowsomeonewhoisaddictedtosocialmedia?Inwhatway?Ifyouworkinretail,haveyouexperiencedconsumershabituallyreturningitems?ForReviewEthicalbusinessisgoodbusiness.Marketershaveanobligationtoprovidesafeandfunctionalproductsaspartoftheirbusinessactivities.Consumerbehaviorimpactsdirectlyonmajorpublicpolicyissuesthatconfrontoursociety.Consumerbehaviorcanbeharmfultoindividualsandtosociety.CopyrightConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter3PerceptionLearningObjectives(1of2)3.1Thedesignofaproducttodayisakeydriverofitssuccessorfailure.3.2Productsandcommercialmessagesoftenappealtooursenses,butbecauseoftheprofusionofthesemessageswedon’tnoticemostofthem.3.3Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.LearningObjectives(2of2)3.4Subliminaladvertisingisacontroversial—butlargelyineffective—waytotalktoconsumers.3.5Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.3.6Thefieldofsemioticshelpsustounderstandhowmarketersusesymbolstocreatemeaning.LearningObjective3.1Thedesignofaproductisoftenakeydriverofitssuccessorfailure.SensationVisionScentSoundTouchTasteHedonicconsumptionContexteffectsSensoryMarketingCompaniesthinkcarefullyabouttheimpactofsensationsonourproductexperiences.Vision(1of2)TradedressColorforecastsVision(2of2)Table3.1MarketingApplicationsofColorsColorAssociationsMarketingApplicationsYellowOptimisticandyouthful

Usedtograbwindowshoppers’attention

Red

Energy

Oftenseeninclearancesales

Blue

TrustandsecurityBanksGreen

Wealth

Usedtocreaterelaxationinstores

Orange

Aggressive

Calltoaction:subscribe,buyorsell

Black

Powerfulandsleek

Luxuryproducts

PurpleSoothingBeautyoranti-agingproductsSource:

AdaptedfromLeoWidrich,“WhyIsFacebookBlue?TheScienceBehindColorsinMarketing,”FastCompany

(May6,2013),

accessedFebruary23,2015.DollarsandScentsLikecolor,odorcanalsostiremotionsandmemory.ScentMarketingisaformofsensorymarketingthatwemayseeinlingerie,detergents,andmore.ForReflection(1of8)Imagineyouarethemarketingconsultantforthepackagedesignofanewbrandofpremiumchocolate.Whatrecommendationswouldyoumakeregardingsightandscent?LearningObjective3.2Productsandcommercialmessagesoftenappealtooursenses,butbecauseoftheprofusionofthesemessages,wedon’tnoticemostofthem.KeyConceptsinUseofSoundAudiowatermarkingSoundsymbolismPhenomesKeyConceptsintheUseofTouchEndowmenteffectHapticKanseiengineeringSomestudiessuggestthatasweage,oursensorydetectionabilitiesdecline.Whataretheimplicationsofthisphenomenonformarketerswhotargetelderlyconsumers?ForReflection(2of8)Howhasyoursenseoftouchinfluencedyourreactiontoaproduct?Whichofyoursensesdoyoufeelismostinfluentialinyourperceptionsofproducts?ForReflection(3of8)LearningObjective3.3Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.StagesofPerceptionExposureAttentionInterpretationFigure3.1PerceptualProcessStage1:KeyConceptsinExposureSensorythresholdPsychophysicsAbsolutethresholdDifferentialthresholdJNDWeber’sLawThePepsiLogoOverTimeHowmuchofachangewouldbeneededinafavoritebrand’sprice,packagesize,orlogowouldbeneededforyoutonoticethedifference?Howwoulddifferencesinthesevariablesaffectyourpurchasedecisions?ForReflection(4of8)LearningObjective3.4SubliminalAdvertisingisacontroversial-butlargely-perceivedineffective-waytotalktoconsumers.SubliminalPerceptionEmbedsStage2:AttentionAttentionistheextenttowhichprocessingactivityisdevotedtoaparticularstimulusConsumersexperiencesensoryoverloadMarketersneedtobreakthroughtheclutterHowDoMarketersGetAttention?PersonalSelectionFactorsExperiencePerceptualfiltersPerceptualvigilancePerceptualdefenseFactorsLeadingtoAdaptationIntensityDurationDiscriminationExposureRelevanceStimulusSelectionFactorsContrastSizeColorPositionNoveltyFigure3.3TheGoldenTriangleFigure3.3TheGoldenTriangleEye-trackingstudiesrevealthatpeopletypicallyspendmostoftheirtimeonawebsitelookingatthe“goldentriangle”outlinedbyyellow,orangeandred.Source:

EnquiroSearchSolutions,Inc.(NowMediativePerformanceLP).Doyouthinkthatsubliminalperceptionworks?Underwhatconditionscoulditwork?ForReflection(5of8)LearningObjective3.5Weinterpretthestimulitowhichwedopayattentionaccordingtolearnedpatternsandexpectations.InterpretationInterpretationreferstothemeaningweassigntosensorystimuli,whichisbasedonaschemaSource:Client:XXXLutz;HeadofMarketing:Mag.ThomasSaliger;Agency:Demner,Merlicek&Bergmann;AccountSupervisor:AndreaKliment;AccountManager:AlbinLenzer;CreativeDirectors:RosaHaider,TolgaBuyukdoganay;ArtDirectors:TolgaBuyukdoganay,RenePichler;Copywriter:AlistairThompson.StimulusOrganizationGestalt:ThewholeisgreaterthanthesumofitspartsClosure:peopleperceiveanincompletepictureascompleteSimilarity:consumersgrouptogetherobjectsthatsharesimilarphysicalcharacteristicsFigure-ground:onepartofthestimuluswilldominate(thefigure)whiletheotherpartsrecedeintothebackground(ground)Giveanexamplewhenyouwereaffectedmyclosure,similarity,orthefiguregroundprinciple.ForReflection(6of8)LearningObjective3.6Thefieldofsemioticshelpsustounderstandhowmarketersusesymbolstocreatemeaning.Figure3.4SemioticRelationshipsObjectSignInterpretantIconIndexSymbolExamplesofBrandPositioningLifestyleGreyPouponis“highclass”PriceleadershipL’OrealsellsNoisomebrandfacecreamAttributesBountyis“quickerpickerupper”ProductclassTheSpyderEclipseisasportyconvertibleCompetitorsNorthwesternInsuranceisthequietcompanyOccasionsUseWrigley’sgumwhenyoucan’tsmokeUsersLevi’sDockerstargetedtoyoungmenQualityAtFord,“QualityisJob1”Thinkofacommercialyouhaverecentlyseenandexplaintheobject,signandinterpretant.ForReflection(7of8)Howdoyourfavoritebrandspositionthemselvesinthemarketplace?Whichpossiblepositioningstrategiesseemtobemosteffective?ForReflection(8of8)ChapterSummaryThedesignofaproductaffectsourperceptionofit.Productsandmessagesmayappealtooursenses.Perceptionisathree-stageprocessthattranslatesrawstimuliintomeaning.Subliminaladvertisingiscontroversial.Weinterpretstimuliusinglearnedpatterns.Marketersusesymbolstocreatemeaning.CopyrightConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter4LearningandMemoryLearningObjectives(1of2)4.1

Itisimportanttounderstandhowconsumerslearnaboutproductsandservices.4.2

Conditioningresultsinlearning.4.3

Learnedassociationswithbrandsgeneralizetootherproducts.4.4

Thereisadifferencebetweenclassicalandinstrumentalconditioning,andbothprocesseshelpconsumerslearnaboutproducts.LearningObjectives(2of2)4.5

Welearnaboutproductsbyobservingothers’behavior.4.6

Ourbrainsprocessinformationaboutbrandstoretaintheminmemory.4.7

Theotherproductsweassociatewithanindividualproductinfluencehowwewillrememberit.4.8

Productshelpustoretrievememoriesfromourpast.4.9

Marketermeasureourmemoriesaboutproductsandads.LearningObjective4.1ItisimportanttounderstandhowconsumerslearnaboutproductsandservicesHowDoWeLearn?LearningIncidentallearningLearningObjective4.2Conditioningresultsinlearning.TheoriesofLearningBehaviorallearningtheoriesfocusonstimulus-responseconnectionsCognitivetheoriesfocusonconsumersasproblemsolverswholearnwhentheyobserverelationshipsTypesofBehavioralLearningTheoriesClassicalconditioning:astimulusthatelicitsaresponseispairedwithanotherstimulusthatinitiallydoesnotelicitaresponseonitsown.Instrumentalconditioning(also,operantconditioning):theindividuallearnstoperformbehaviorsthatproducepositiveoutcomesandtoavoidthosethatyieldnegativeoutcomes.ClassicalConditioningComponentsofConditioningUnconditionedstimulusConditionedstimulusConditionedresponseConditioningIssuesRepetitionStimulusgeneralizationStimulusdiscriminationExtinctionStimulusStimulusgeneralizationHaloeffectStimulusdiscriminationClassicalConditioningPrincipleBrandequityForReflection(1of8)HowmightclassicalconditioningoperateforaconsumerwhovisitsanewtutoringWebsiteandisgreetedbytheWebsite’savatarwhoresemblesAlbertEinstein?LearningObjective4.3Learnedassociationswithbrandsgeneralizetootherproducts.MarketingApplicationsofRepetitionRepetitionincreaseslearningMoreexposures=increasedbrandawarenessWhenexposuredecreases,extinctionoccursHowever,tooMUCHexposureleadstoadvertisingwearoutExample:IzodcrocodileonclothesMarketingApplicationsofStimulusGeneralizationStimulusgeneralization:tendencyforstimulisimilartoaconditionedstimulustoevokesimilar,unconditionedresponses.FamilybrandingProductlineextensionsLicensingLook-alikepackagingForReflection(2of8)Someadvertisersusewell-knownsongstopromotetheirproducts.Theyoftenpaymoreforthesongthanfororiginalcompositions.Howdoyoureactwhenoneofyourfavoritesongsturnsupinacommercial?Whydoadvertisersdothis?Howdoesthisrelatetolearningtheory?LearningObjective4.4Thereisadifferencebetweenclassicalandinstrumentalconditioningandbothprocesseshelpconsumerstolearnaboutproducts.HowDoesInstrumentalConditioningOccur?PositivereinforcementNegativereinforcementPunishmentFigure4.1TypesofReinforcementMarketingApplicationsofInstrumentalConditioningPrinciplesFrequencymarketingGamificationEndowedprogresseffectStoreandbrandloyaltySocialmarketingEmployeeperformanceCognitiveLearningTheoryInternallearningprocessesForReflection(3of8)Whatkindofreinforcementisbeingusedwhenstoresofferloyaltyprograms?Provideseveralexamplesandidentifythereinforcementapproachbeingused.LearningObjective4.5Welearnaboutproductsbyobservingothers’behavior.ObservationalLearningSocialdefaultandmodelingTheconsumer’sattentionmustbedirectedtotheappropriatemodel.Theconsumermustrememberwhatthemodelsaysordoes.Theconsumermustconvertthisinformationintoactions.Theconsumermustbemotivatedtoperformthese