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Consumer Behavior: Chapter 4 - Learning and Memory

1.       The Learning Process a.        Learning is a relatively permanent change in behavior that is caused by experience. 1)       Instead of direct experience, the learner can learn vicariously by observing events that affect others. 2)       We can learn without even really trying—just observing brand names on shelves. This casual, unintentional acquisition of knowledge is called incidental learning . a)       Learning is an ongoing process. Our world of knowledge is constantly being revised as we are exposed to new stimuli and receive ongoing feedback. i.         The concept of learning covers a lot of ground, ranging from a consumer’s simple association between a stimulus such as a product logo and a response to a complex series of cognitive activities. 2.       Behavioral Learn...
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Consumer Behavior - Chapter 7: Personality, Lifestyles, and Values.

1. Personality    a. Personality refers to a person’s unique psychological makeup and how it      consistently influences the way a person responds to his or her environment.      1)  There has been debate about whether personality changes with situations and         circumstances.         a)  Do people appear to act consistently? Research results are mixed.      2)  Even though inconsistencies have been found in personality research, it still         continues to be included in marketing strategies.      3)  Personality dimensions are usually employed in concert with a person’s         choices of leisure activities, political outlook, aesthetic tastes, and other         individual fac...
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Consumer Behavior: Chapter 5: Motivation and Affect

1. The Motivation Process    a. Motivation refers to the processes that cause people to behave as they do. Once      a need has been activated, a state of tension exists that drives the consumer to      attempt to reduce or eliminate the need.    b. Needs can be:      1)  Utilitarian —a desire to achieve some functional or practical benefit.      2)  Hedonic —an experiential need, involving emotional responses or fantasies.    c. The desired end state is the consumer’s goal . Marketers try to create products and      services that will provide the desired benefits and permit the consumer to reduce      this tension.    d. With the consideration of unmet needs, a discrepancy exists between the      consumer’s present state and some ideal state. Tension is created. The consumer ...
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