Consumer Behavior: Chapter 4, Solomon

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CONSUMER BEHAVIOR

MAN - 432

Chapter 4, Solomon
PROJECT
 6 questions, choose any one
 A question cannot be chosen by more than 2 groups (6*2 + 1)
 10 (recorded presentation) + 5 (live Q&A) minutes
 It’s a teamwork. So, everyone in the team will get equal marks.
 Tentative distribution: 35 (mid term) 35 (end term) 30 (project)

 Laptops/Tabs allowed for the exam. Do you want to carry them?


REVISION
 Perception = Exposure  Attention  Interpretation
 JND
 Attention – personal and stimulus selection factors
 Gestalt principles
 Perceptual map
SOME DEFINITIONS

 Learning
 A change in behavior resulting from the interaction between a person and a stimulus
 A relatively permanent change in behavior caused by experience

 Intentional and Unintentional (incidental) learning

 Behavioral and Cognitive learning theories


BEHAVIORAL LEARNING THEORIES
Stimulus Response
Mind

 Practitioners favor these theories. Why?

 Ivan Pavlov

 Classical Conditioning

 Repetition

 Nonsense syllables

 Advertising wear-out

 Extinction

 Titan 1, Titan 2, Titan 3, Titan 4


BEHAVIORAL LEARNING THEORIES

 An important aspect of branding: transfer of meaning from an

unconditioned stimulus to a conditioned stimulus


 Stimulus Generalization/Halo/Me-too Effect

 Family branding – P&G, Meta, Apple

 Line/Brand extension – Parker fountain pen, Parker 5th™, ballpoint pen or

rollerball pen/ Mercedes Apparel

 Licensing – Brand Ambassador

 Look-alike packaging – Doppelganger brands

 Stimulus Discrimination - DEISEL


BEHAVIORAL LEARNING THEORIES

 Instrumental Conditioning or Operant Conditioning

 Perform the behavior that gets positive outcomes, and avoid the one with

negative outcomes – Goal Oriented

 B.F. Skinner

 Generally voluntary, deliberate, and complex compared to involuntary and

simple classical conditioning

 Shaping process = rewarding intermediate actions. Incremental steps.


BEHAVIORAL LEARNING THEORIES

 Reinforcement Types

 Positive reinforcement - Starbucks

 Negative reinforcement - Zazoo

 Punishment - Organ Donation

 Post purchase dissonance

 Extinction Uber
BEHAVIORAL LEARNING THEORIES

 Reinforcement schedules

 Fixed-Interval Reinforcement – Monthly coupons


Number of time Number of
 Variable-Interval Reinforcement – “Deal of the Day” periods responses

 Fixed-Ratio Reinforcement – First 100 users/week Fixed Fixed-Interval Fixed-Ratio

 Variable-Ratio Reinforcement – “Better luck next time”


Variable Variable-Interval Variable-Ratio
COGNITIVE LEARNING THEORY

 People are problem-solvers who actively use information from the world around

them to master their environments

 Observational (Vicarious) learning – Alexa

 Modeling - Blippi
MEMORY
 Memory is a process of acquiring information and storing it over time so that it will

be available when we need it Encoding  Storage  Retrieval


ENCODING

 Sensory Meaning

 Semantic Meaning

 Episodic Memories

 Flashbulb memories

 Narratives
MEMORY SYSTEMS
 Sensory Memory

 Short-Term Memory (STM)

 Like a RAM

 Workbench or working memory

 Chunking: A chunk is a configuration that is familiar to the


person and that he or she can think about as a unit, e.g.,
010114020104, Airtel Ad

 LTM

 Elaborative Rehearsal: Thinking about the meaning of a


stimulus and relating it to other information already in
memory
STORING THE INFORMATION

 Multiple-Store (distinct storage systems) vs Activation

Models (interdependent storage systems)

 Associative Networks or Semantic Networks

 A network of mental pathways linking all knowledge

within memory - Knowledge Structures


 Nodes

 Links

 Depends on our unique experiences with the brands and

products

 Consideration Set or Evoked Set?


STORING THE INFORMATION

Axe/Lynx
 Spreading Activation

 Activating one concept through another

 Type of meaning  How we store

 Type of meaning  Activation of

meaning

 Rumination - Inside Out


STORING THE INFORMATION

 Levels of Knowledge

 Meaning = individual node

 Proposition = group of meanings

A mental structure of preconceived ideas, a framework representing some aspect of the


 Schema = group of propositions
world, or a system of organizing and perceiving new information --- From L03

 Script: a sequence of expected events

 Service Scripts: scripts that guide our behavior in commercial settings Uber Dad
RETRIEVING THE INFORMATION

 Psychological or physiological factors

 Grey matter, training, age

 Situational Factors

 First mover, nature of competition, social movements

 Message

 Spacing effect – high recall when message is spread over time than repeated in short duration

 Creativity, shock, placing amongst other messages


RETRIEVING THE INFORMATION

 State-dependent Retrieval: Similar internal  Salience

state at the time of learning  Contrast with the environment

 Familiarity  The von Restorff Effect: Novelty

 Automaticity: ‘Familiarity breeds contempt’ increases recall


 Mystery, shock value
 Highlighting Effect: More efforts required

by the latecomers  Type of Emotions

 Mixed
 Visual vs verbal
 Unipolar
NOSTALGIA
 The bittersweet emotion that arises when we view the past with both sadness

and longing

 Stranger Things

 A retro brand is an updated version of a brand from a prior historical period

 Michael Keaton

 Old Spice

 Products and brand serve as ‘memory markers’ that bind us to the stable past

 Spontaneous recovery – When a stimulus evokes a weakened response even

years after we first perceived it, e.g., a song, fragrance


RETRIEVING THE INFORMATION

 Forgetting

 Decay – of structural changes produced by learning

 Interference

 Retroactive

 Proactive

 Loss of links and nodes in the associative network

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