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Consumer Behavior

This review explores the concepts of perception, exposure, attention, interpretation, and acceptance in consumer behavior. It also covers learning theories such as classical conditioning and instrumental conditioning, as well as cognitive learning and memory processes. The article discusses how these factors affect consumer loyalty and provides insights from both behavioral and cognitive approaches.

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Consumer Behavior

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Presentation Transcript

  1. Consumer Behavior BA 492 Winter 2007 Learning and Memory

  2. Review: Perception • Exposure • Attention • Interpretation • Acceptance

  3. Loyalty • What is it?

  4. Learning • Behavioral Learning Theories • Cognitive Learning Theory

  5. “Unconditioned” Response “Unconditioned” Stimulus Behaviorist School: Classical Conditioning (Pavlov)

  6. “Unconditioned” Stimulus “Unconditioned” Response “Conditioned” Stimulus “Conditioned” Response Behaviorist School: Classical Conditioning

  7. Behaviorist School: Instrumental Conditioning (Skinner) • Positive Reinforcement • Negative Reinforcement • Punishment • Extinction: positive outcome no longer perceived • e.g. no longer satisfied with the product

  8. Cognitive Learning • Encoding • Elaboration • Rehearsal • Memory • Sensory • Short-term • Long-term

  9. Cognitive Learning • Activation Model of Memory: Knowledge Structures (think like Dr. Jon King) • Associative Network • Meaning concepts (nodes): bits of data • Propositions (beliefs): linked nodes • Schema and script

  10. Cognitive Learning: Enhancing Retention • Interrelations among stimuli • Concrete vs. Abstract words • Self referencing • Mnemonic Devices • Repetition repetition repetition

  11. Cognitive Learning: Retrieval • Personal determinants: age • State-Dependent Retrieval • Familiarity • Salience-prominence • Pictures versus verbal cues

  12. Forgetting • Decay • Interference • retroactive: new information mucks up the old • Proactive: old learning mucks up the new

  13. What About Loyalty • Behavioral Approach • Cognitive Approach

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