consumer behavior s.9

Question 1

Cognitivism:

Answer 1

Skinner (operant conditioning)
Bandura (social learning)
Mischel (cognitivism)

Question 2

Stages of development in the cognitive approach :

Answer 2

1. Behaviourism: behaviours that are rewarded (reinforced) become more likely to occur., it is a powerful tool for influencing what people do (behaviour)-> Skinner
2. Social Learning: people also learn watching rewards & punishment administered to other people, this fact can change our behaviour -> Bandura
3. Cognitivism-> people don’t just respond to what is rewarded, they respond to what they expect will be rewarded. This is the mental cognitive phenomena -> Mischel

Question 3

Behaviourism stages:

Answer 3

Stimuli -> 5 senses > Mind (black box) -> response (behaviour)

Question 4

mouse experiment:

Answer 4

operant conditioning, reinforcement programmes

Question 5

Behaviourism application to research :

Answer 5

loyalty programmes

Question 6

Social learning theory:

Answer 6

bandura , social nature of learning

Question 7

Efficiency expectation in social learning:

Answer 7

phenomenological implications : one's interpretation of reality matters more that the reality itself, 
efficiency expectation (self-efficiency) is a belief about the self, about what the person is capable of doing (self-concept)
the real targets are than not behaviours, but beliefs

Question 8

brand associations:

Answer 8

attitudes and beliefs, behaviours and 5 senses affect the brand associations

Question 9

Observational learning theory:

Answer 9

learning a behaviour vicariously, by seeing someone else do it. Some animals do lean by observation. Humans learn by observation, copy behaviours.

Question 10

observational learning limitations:

Answer 10

Many brands look for celebrities, influencers & bloggers.

Question 11

Learning pyramid:

Answer 11

Teach others/Immediate use (90%), Practice by doing (75%), Discussion Group (50%), demonstration (30%), audio-visual (20%), reading ‘10%), lecture (5%). this is an average retention rate.

Question 12

Cognitivism:

Answer 12

it is the theory of cognitive-affective personality system (mischel, 1999).
developed in late 1960s..
People do not just behave, observe, or even expect …, they also think

Question 13

Cognitivism aspects:

Answer 13

idea of “if..than” contingencies.
If includes thinking, beliefs expectations, self-concept.
“Than” is the consequences.
every persons pattern of contingencies is unique, and comprises his behavioural signature.