Topics 1-2 Flashcards
Cognitivism explains why ________
people do things and the individual reasons for each purchase
Behaviourism explains ________
buying patterns across different people and different time periods
Behaviourism emphasises on: ________ (3)
(1) Marketing effort as a reinforcer
(2) Importance of a situation
(3) Repetitive nature of of buying situations
Initial Purchases are explained by ________ (2)
(1) cognitive model
(2) reinforcement model
Subsequent purchases are explained by ________ (1)
Habit Model
The two forms of behaviourism that are relevant to marketing are ________ (2)
(1) classical conditioning
(2) operant conditioning
Operant conditioning is ________ and focuses on ________
operant conditioning is [trial & error learning] and focuses on [goal-directing behaviour]
Classical conditioning is a form of ______ ______ where your mind is trained to ______ different ______ with products or brands.
A form of [associative learning] where your mind is trained to [associate] different [behaviours] with products or brands
What does the reinforcement model focus on?
Reinforcing positive behaviours or responses from consumers through various stimuli
what are the conditions for a theory? (3)
(1) Explanatory power - answers the ‘why’ questions
(2) Show that the phenomena was expected to occur (predictive power)
(3) Have empirical content
Importance of Empirical Generalisations (4)
(1) Basic form of marketing knowledge
(2) Building blocks for more complex knowledge
(3) Can be used
(4) Guard against falsehoods and unsubstantiated claims to knowledge
Good empirical generalisations have/are: S__, P__, P__, U__, L__
(1) Scope - holds under a wide range of conditions
(2) Precision - a marketing phenomenon that has been observed a number of times
(3) Parsimony - simply put; keeping things as simple as they can be
(4) Usefulness - useful to those practising marketing
(5) Linked with theory - try to explain the ‘why’
Types of loyalty (3)
(1) attitudinal
(2) share
(3) tenure
Loyalty in cognitivism is loyalty = __ + __
Loyalty in cognitivism is loyalty = attitude + behaviour
4 types of behavioural loyalty
(1) sole
(2) polygamous
(3) unstable
(4) no loyalty
Repertoire market metrics (2)
(1) avg. purchase frequency
(2) share of category requirements
Subscription market metrics (4)
(1) acquisition rates
(2) defection rates
(3) churn rates
(4) cross selling
Are sole loyals important for marketers? why?
No, because sole loyals are usually light buyers
are tenure loyals more likely to recommend a product/brand? why?
no, studies show that more recommendations come from new users/buyers
Attitudinal loyalty determines a consumer’s ______ from the consumer’s______ and ______ towards the brand
Attitudinal loyalty determines a consumer’s [loyalty] from the consumer’s [attitude] and [behaviour] towards the brand
Share loyalty is polarised into 2 markets - what are they? (2)
(1) subscription markets
(2) repertoire markets
