BUSML 4201 Exam 3 Study Guide Chapter 8 Behavior Information Contact occurs when consumers come into contact with information either intentionally or accidentally about products stores or brands Funds Access occurs when the consumer accesses the primary medium of consumer exchange ex money Store Contact includes locating the store traveling to the store and entering the store Marketers can increase store contact by location selecting a high traffic convenient location with ample parking areas also done by registering with mapping services yellow pages mall directories etc as well as sales coupons window signs music sounds and smells Marketers can increase score contact online by ample navigation and making the website sticky attracting customers and keeping website traffic Markets achieve store contact by encouraging loyalty based on satisfaction with one s experience in the store and strongly influenced by social and physical environments Product Contact includes locating the product physically obtaining the product and taking the product to the point of exchange ex the checkout counter Creating brand loyalty is extremely important it can lead to repeat purchasing depending on the level of commitment Variety seeking a cognitive commitment to purchase different brands because of things such as trying new things curiosity novelty overcoming boredom with the same old thing Highly committed consumers who purchase multiple brands Derived varied behavior purchasing multiple brands but having low consumer commitment Transaction occurs when the consumer s funds are exchanged for the product or service The Adoption Curve a visual representation of the cumulative percentage of individuals who adopt a new product across time Comparative Advertising features direct comparisons with competitive brands Uses competition to make your own brand look better The Creative Pyramid translates advertising objectives into copywriting objectives attention interest credibility desire action Chapter 9 Conditioning and Learning Classical Conditioning a process by which a neutral stimulus such as a new product becomes capable of eliciting a response such as a positive affect because it was repeatedly paired with a stimulus that naturally causes the response such as sexy models Stimulus Response Conditioning product associations stimulus generalization stimulus discrimination Stimulus generalization occurs when a new stimulus is so similar to an existing one that it evokes the same response ex you transfer emotions from old Nikon camera to your new Nikon digital camera Stimulus discrimination occurs when an individual is able to discriminate a new stimulus from an existing one ex discriminating between McDonald s unhealthiness and their new healthier options Operant Conditioning the process of altering the probability of a behavior being emitted by changing the consequences of the behavior Behavior Reinforcement Reinforcement increasing the likelihood of a behavior Punishment decreasing the likelihood of a behavior Positive adding something Negative taking something away Extinction the process of arranging the environment so that a particular response results in neutral consequences thus diminishing the frequency of the response over time a reduction or loss in the strength of a conditioned response when the unconditioned stimulus or reinforcement is withheld Reinforcement Schedules Interval reinforcement is based on the passage of time Ratio reinforcement is based on the number of behaviors required Fixed the requirements for reinforcement are always the same Variable the requirements for reinforcement change randomly Vicarious Learning processes by which people change their behavior Fixed interval seasonal sale Variable interval chipotle giving away free burritos Fixed ratio store cards incentive programs Variable ratio slot machines because they observed the actions of other people and the consequences that occurred Modeling model performs behavior and then experiences consequences observer sees modeled behavior and consequences observer s modeled behavior may increase or decrease depending on related consequences Chapter 10 Influencing Behavior Affective Strategy influences consumers emotions moods feelings evaluations Cognitive Strategy influences consumers knowledge meaning beliefs Behavioral Strategy influences consumers overt behavior Combo Strategy use more than one of the above to influence consumers The Creative Pyramid translates advertising objectives into copywriting objectives attention interest credibility desire action The Adoption Curve a visual representation of the cumulative percentage of individuals who adopt a new product across time Subliminal Influence when ads are perceived below the threshold of recognition can often be more effective than regular ads 90 of our processing is unconscious Chapter 11 The Social Macro Environment Environment the complex set of physical and social stimuli in consumers external world Includes physical objects products and stores spatial relationships location of store and social behavior of other people who is around Macro Environment includes climate economic conditions political systems general landscape as well as culture subculture and social class Micro Environment includes products store layouts atmospherics as well as family reference groups organizations media Milgram and Zimbardo Studies measured the willingness of study participants to obey to an authority figure who instructed them to perform acts that conflicted with their personal conscious shocking people at high deadly voltage for answering questions incorrectly Indicators of Social Class Occupation best single indicator of social class Personal performance a person s success relative to that of others Interactions the people with whom one associates and socializes Possessions symbols of class membership The Physical Environment all the nonhuman physical aspects of the field in which consumer behavior occurs Micro elements tangible spatial factors ex products product attributes or packaging store layout location Macro elements non spatial factors ex time weather economic conditions Store Layout can have effects on consumers Grid layout more likely to be used in department and grocery stores directs customer traffic down the main aisles ex grocery and department stores Free form layout particularly useful for encouraging relaxed shopping and impulse purchases ex clothing stores