Buying behaviour Flashcards
Why do we study behaviour?
Companies need to understand how/why customers choose and buy
Why do firms need to understand why customers choose and buy?
So that they can affect the process in a way that benefits the company
What are paradigms of choice?
Types of processes/patterns used by customers when choosing to buy a product
What process is in the cognitive paradigm of choice?
- Very rational
- Extensive decision making process
- Several steps involved
- Lengthy and consuming
What types of products involve the cognitive paradigm?
First time high priced purchases
What is the reinforcement paradigm?
Assumes that purchase is a learning process with modified response to opportunities, rewards and costs
What’s the choice process in the reinforcement paradigm?
- Induced by the environment
- Previous experience can also influence the decision
What type of products require the reinforcement paradigm?
Repeat purchases
What choice process is involved in the Habit paradigm?
- Not much thinking involved
- May be unconscious
What are the two “opposite” schools of thought in research?
- Cognitivism
- Behaviouralism
In the cognitive paradigm, the role of marketing is to:
Influence customers rational decision making process
How does marketing reinforce choices?
By manipulating stimuli
What are the two types of reinforcement?
- Classical conditioning
- Operant conditioning
What is classical conditioning?
Stimulus response
What is operant conditioning?
Reinforcement and punishment
