Consumer Behavior Chapter 9 Flashcards

Questions and Answers

What is classical conditioning?

A process by which a neutral stimulus elicits a response due to pairing with a natural stimulus (correct)

A theory about observational learning

A method of altering behavior through consequences

A way to reinforce behaviors with rewards

What are classically conditioned behaviors controlled by?

Stimuli that occur before the behavior.

What are behaviors influenced by classical conditioning under the control of?

The autonomic nervous system.

The classical conditioning process is represented as: unconditioned stimulus = _______.

unconditioned response. Signup and view all the answers

What are the marketing implications of classical conditioning?

Product-related stimuli, closer contact with products, emotional responses. Signup and view all the answers

What is operant conditioning?

A process of changing the probability of behavior by altering consequences Signup and view all the answers

What is a response hierarchy?

All of the possible behaviors arranged in descending order of probability of occurrence. Signup and view all the answers

What are some operant conditioning methods?

All of the above Signup and view all the answers

What are the differences between operant and classical conditioning?

Operant conditioning involves influencing behaviors with both antecedents and consequences. Signup and view all the answers

What are reinforcement schedules?

All of the above Signup and view all the answers

What is a continuous reinforcement schedule?

Provides a reward for every occurrence of the desired behavior. Signup and view all the answers

What is a fixed ratio schedule?

Every second, third, tenth, etc. response is reinforced. Signup and view all the answers

What is a variable ratio schedule?

Occurs when a reinforcer follows a desired response on average at varying times. Signup and view all the answers

What factors influence modeling effectiveness?

Model characteristics, observer characteristics, and characteristics of modeled consequences. Signup and view all the answers

Study Notes

Classical Conditioning

A learning process where a neutral stimulus elicits a response after being paired with a natural stimulus.
Involves unconditioned stimuli (which naturally elicit a response) and neutral stimuli that become conditioned.
Control of classically conditioned behaviors is influenced by stimuli encountered before the behavior occurs.

Autonomic Nervous System

Behaviors influenced by classical conditioning are managed by the autonomic nervous system.

Classical Conditioning Process

Sequence:
- Unconditioned stimulus leads to unconditioned response.
- Pairing unconditioned stimulus with neutral stimulus results in an unconditioned response.
- Eventually, the neutral stimulus becomes a conditioned stimulus leading to a conditioned response.

Marketing Implications

Classical conditioning can influence consumer behavior through product-related stimuli.
Closer contact with products can yield emotional responses, affecting purchasing decisions.
Focus on presenting stimuli that evoke feelings in consumers due to prior conditioning.

Operant Conditioning

A method that modifies the likelihood of a behavior through changes in its consequences.
Operant behaviors are consciously controlled and are emitted based on consequences that follow them.

Response Hierarchy

Represents all potential behaviors organized by their likelihood of occurrence.

Operant Conditioning Methods

Employ strategies such as providing positive consequences, removing unpleasant consequences, presenting neutral consequences, or introducing aversive consequences.

Differences Between Conditioning Types

Unlike classical conditioning, operant conditioning involves influencing behaviors through both antecedents (before the behavior) and consequences (after the behavior).

Reinforcement Schedules

Continuous Reinforcement Schedule: Rewards are given every time the desired behavior occurs.
Fixed Ratio Schedule: Rewards are given after a set number of responses (e.g., every second, third, or tenth response).
Variable Ratio Schedule: Rewards are given on an average basis, ensuring reinforcement follows a desired action a fraction of the time.

Modeling Effectiveness

Factors affecting modeling include:
- Characteristics of the model and the behavior demonstrated.
- Clarity and detail of the modeled behavior enhance its effectiveness.
- Observers who are perceptive and self-assured are more likely to imitate idealized models.
- Positive reinforcement of a model’s behavior plays a crucial role in vicarious learning.

Description

Explore key concepts from Chapter 9 of Consumer Behavior through engaging flashcards. This quiz focuses on classical conditioning and its applications in understanding consumer responses. Get ready to enhance your knowledge of consumer psychology and the mechanisms behind learned behaviors.