Consumer Behavior Chapter 9 Flashcards

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.