4.5 Wells, V.K. (2014), Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Question 1

Behavior Modification Perspective (BMP) in marketing, why? 5

Answer 1

• Cognitive processes dont make money, behavior does
• Pragmatic and parsimonious: can be used when mental processes are not fully understood
• Realistic: consumers do not search for/process info
• Extreme view: We should only focus on designing stimuli that lead to desired behavior
• ‘’Cognitive’’ responses to behaviorism
  o Low involvment processing models

Question 2

Classical conditioning

Answer 2

: An experimental procedure in which a conditioned stimulus (CS) is paired with an unconditioned stimulus (US) that reliably elicits the unconditioned response (UR). After a number of such pairings the CS will elicit, by itself, a conditioned response (CR) very much like an UR.

Question 3

• US =

Answer 3

unconditioned stimulus (stimulus that elicits automatically a specific response (food, loud noise)); automatic reaction

Question 4

• CS =

Answer 4

conditioned stimulus (neutral stimulus, does not elicit specific response (brand name)), stimulusis linked to the unconditioned

Question 5

• UR

Answer 5

unconditioned response

Question 6

CR

Answer 6

conditioned response

Question 7

mixed support for classical conditioning effects in advertising, but the general suggestion is that

Answer 7

that positive attitudes towards an advertised product (CS) might develop through their association in a commercial with other stimuli that are reacted to positively (US), such as pleasant colours, music and humour

Question 8

9 characteristics of Classical conditioning

Answer 8

1. acquisition 2, extincction 3 latent inhibiton 4 pre exposure 5 familiaruty 6 novelty and salience 7 temporal priority 8 differemt uss 9 awareness

Question 9

1. Acquisition:

Answer 9

indicates that classically conditioned responses do not fully appear after only one pairing/trial, and the strength of the response increases with the number of pairings

Question 10

2. Extinction

Answer 10

Extinction is the prediction that the conditioned behaviour will disappear if the predictive relationship between the CS and the US is broken by either omitting the US entirely or by presenting the CS and US randomly

Question 11

3. Latent inhibition

Answer 11

occurs where the CS is presented several times without the US, and when the CS is later paired with the US, little conditioning occurs. found latent inhibition effects due to participant pre-exposure to the CS and noted that such preexposure considerably hindered later conditioning

Question 12

4. Pre-exposure

Answer 12

it would be easier and more successful to classically condition behaviours to new products/brands (CS) than to familiar or mature products/brands, which have already been exposed to the public. s preexposure to the brand may have caused consumers to have opinions towards the brand, which hindered the attempt to classically condition a response.

Question 13

5 familiarity

Answer 13

5. suggest that classical conditioning will not occur if participants are previously exposed to the US alone. Several studies have used familiar USs and highlighted their use as a limitation.

Question 14

6. Novelty and salience

Answer 14

more novel and more salient CSs promote a greater amount of or faster conditioning effects. Novelty is nieuwigheid. Salience is opvallendheid

Question 15

7. Temporal priorit:

Answer 15

Research has also examined temporal priority (a CS must temporally precede a US for classical conditioning to occur) and simultaneous/backward/forward conditioning (CS and US presented simultaneously/CS precedes the US/US precedes the CS).

Question 16

8. Different USs

Answer 16

Regarding the use of celebrities, classical conditioning provides the underlying explanation for ‘meaningtransfer’ models in advertising, which have been used to explain the effects of celebrity endorsemen

Question 17

9. Awareness:

Answer 17

: g participant awareness of the CS–US contingency in experiments (

Question 18

Operant conditioning

According to Skinner, each behavioural act can be broken down into three key parts:

Answer 18

(1) the response/behaviour (R);
(2) the reinforcement/punishment (S +/-), which is a
consequence of the behaviour and (3) a discriminative stimulus (Sd), which is a cue that signals the likelihood of positive or negative consequences arising from performing the behaviour.