4.1 behavioral theories

Question 1

Processing a Means-End Chain requires 

Answer 1

Cognitive elaboration/ mental effort

Question 2

behaviorism is standars model of

Answer 2

of CB (Peter & Olson 2010)

Question 3

Behaviorism
Standard Model
(2)

Answer 3

• Central role for mental processes as drivers for behavior
• Affect/cognition just as important as environment/behavior
• Illustrated by Wheel of Consumer Analysis

Question 4

Behavior Modification Perspective/Behaviorism/Behavioral Psychology
- Focus on

Answer 4

environmental factors and their influence on behavior
o Manipulate environment, and observe impact on behavior

Question 5

Behavior Modification Perspective/Behaviorism/Behavioral Psychology black box

Answer 5

• No speculation about psychological processes Needs, motives, attitudes, information processing etc.
  Internal psychological processes al black box

Question 6

• Cognitive learning
  o Focus on

Answer 6

o Focus on (causal) relationships between mental responses

Question 7

Why BMP so relevant for marketing? Aka what is the financial bottom line? (Peter & Nord 1982) 4

Answer 7

• Pragmatic & don’t want to spend money
  o Can be used when mental processes are not fully understood
• Realistic
  o Consumers do not search for/process info, process info
• Extreme view
• “Cognitive” responses to behaviorism

Question 8

• Extreme view explained

Answer 8

o Marketing concept: consumer need(s satisfaction) Mental processes Do not belong in BMP
o So we can (should?) do marketing without focus on marketing concept
* Just design stimuli that lead to desired behavior

Question 9

• “Cognitive” responses to behaviorism.

Answer 9

o Low involvement processing models, contingency factors etc.
o Integration of behaviorist ideas into mental response models e.g. CC and marcom responses