Consumer behaviour

• What are the 3 key concepts that explain consumer behaviour?

  Classical conditioning

  Operant conditioning

  Social learning theory
• How does classical conditioning explain consumer behaviour?

  associations - paring a brand with positive feelings are thoughts

  Repetition - creates the response that the brand wants from the customer - Conditioned response
• How does operant conditioning explain consumer behaviour?

  Reinforcements - Pleasurable reward for consumer behaviour

  BOGOF - Feel like you are getting a bargain - rewarded - so buy again

  Loyalty points - get a physical reward form gaining points from buying brand items - buy more to get more rewards
• How does the social learning theory explain consumer behaviour?

  Modelling and imitation - Observing someone's behaviour - you do it to - observe someone buying something - so do you

  Vicarious reinforcement - Second hand reinforcement - observing someone enjoying a product - you get that too

  OR

  Observing someone getting a free gift while getting a product - you get the product too

  CELEBS in ads - Imitate their behaviour because you admire them - see your self as like them
• What are the strengths ?

  Classical conditioning evidence - toothpaste associated with a positive image - more positive reactions to the product - more people buy it - more advertisement - more people buy it - association with good reviews
• What are the weaknesses?

  Conditioning doesn't explain central role of cognitive factors - brand associated with positive images - everyone is THINKING this - cognitive - incomplete explanation

  Conditioning is usually done in labs - real world and media influences are messier - real life is in less controlled conditions - weaker effects of conditioning