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108 Cards in this Set
- Front
- Back
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Assumes that environmental stimuli activates thinking
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Theory: Information Processing Models
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a key concept for the cognitive research tradition
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involvement
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type of knowledge that links meaning to action. Highly specific to particular situations. It is procedures that enable us to participate in the flow of culture
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Procedural Knowledge
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refers to people's perceptions of their ability to perform a given behavior; control is determined by the beliefs about the presence of factors that may facilitate or impede performance of the behavior
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Perceived Behavioral Control
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Methods conducted by behaviorists will be based on...
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Direct Observation
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Behaviorsts focus on what consumers ____, not what they ________.
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1. Do
2. Saying they are going to do |
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a key concept for the cognitive research tradition
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involvement
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type of knowledge that links meaning to action. Highly specific to particular situations. It is procedures that enable us to participate in the flow of culture
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Procedural Knowledge
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refers to people's perceptions of their ability to perform a given behavior; control is determined by the beliefs about the presence of factors that may facilitate or impede performance of the behavior
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Perceived Behavioral Control
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Methods conducted by behaviorists will be based on...
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Direct Observation
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Behaviorsts focus on what consumers ____, not what they ________.
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1. Do
2. Saying they are going to do |
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The link between the ___ and behavior will be emphasized by behaviorists.
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Local physical environment
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What are the steps to the logic of behavior modification?
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Baseline
Intervention Re-measure |
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Measure the frequency of behavior before an intervention strategy
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Baseline
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Some type of planned change in the environment
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Intervention
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Measure frequency of behavior after an intervention strategy
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Re-measure
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An intervention is some type of ______ or change in a shopping context.
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Association
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Associations can be....
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Lighting, displays, colors, music, smells, video, things that you can touch, or interesting architecture
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Awarded the Nobel Prize in Medicine in 1904. He was famous for his work on the formation of conditioned reflexes.
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Ivan Pavlov
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Pavlov was nominated as
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"The father of modern advertising" by Coke
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What does respondent conditioning begin with?
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Something that we can see or hear that provokes an emotional response.
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Respondent conitioning begins with....
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something that we can see or hear that provokes an emotional response.
Ex. Puppy |
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Something that provokes a positive emotional response
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Unconditioned Stimulus
Ex. Chocolate-covered strawberry |
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The experience of the positive emotion
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Unconditioned Response
Ex. Desire |
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The unconditioned stimulus is paired with a
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Neutral Stimulus
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What is a neutral stimulus usually?
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A brand or a retailer
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____ + ______= unconditioned response
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Unconditioned stimulus + neutral stimulus
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The key to getting an unconditioned response is
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the pairing
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The pairing is an
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intervention
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The marketing manager is intervening in the enviroment and rearranging it so that a part of the environment that was previously viewed as netural now starts to....
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take on meaning
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When the consumer sees a product with a meaning, they make a(n)....
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Association
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If the pairing is successful, the neutral stimulus becomes a...
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Conditioned Stimulus
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For example, when we see Advantage Dog Food (the conditioned stimulus), they want our conditioned response to be...
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A positive mood
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In order for the Behavior Modification Theory to work, it must have:
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1. STRONG unconditioned stimulus
2. SUCCESSFUL pairing 3. REPETITION |
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How can strong unconditioned stimulus save you (the retailer) money?
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The stronger the strength of the unconditioned stimulus, the less amount of times the consumer needs to see the commercial
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Operant conditioning is...
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the interaction ritual chains
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What are the differences with respondent conditioning and operant conditioning?
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Respondent conditioning modifies behavior by creating associations that elicit emotions; operant conditioning modifies behavior by manipulating consequences that later expectations.
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Modifies behavior by creating associations that elicit emotions
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Respondent Conditioning
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Modifies behavior by manipulating consequences that alter expectations
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Operant Conditioning
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Sought funding for a top secret project to train pigeons to guide bombs by working intently and training pigeons to keep pecking a target that would hold a missile on its trajectory.
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B.F. Skinner
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The heart of Google's search technology is:
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PigeonRank
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In every social context, individuals have....
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a range of potential behaviors
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Some behaviors are more probable because
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rewards are anticipated.
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all possible behaviors are arranged in decscending order of probability of occurence
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Response Hierarchy
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What should one try to influence with an undercover marketing technique?
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Anticipated consequences
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Undercover marketing is aka
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Buzz or Stealth
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Undercover marketing is a subset of
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guerilla marketing
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What is an example of guerilla marketing?
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Paying a team of actors or "cool" people to use a certain brand visibly and convincingly in key locations where target consumers congregate.
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What are the four types of consequences?
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1. Positive Reinforcement
2. Negative Reinforcement 3. Punishment 4. Extinction |
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something positive is added, this is a reward
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Positive Reinforcement
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something negative is removed, this is also a reward
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Negative Reinforcement
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Something negative is added, this decreases the probability of the behavior
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Punishment
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Neutral consequences, nothing is added or taken away, this also decreases the probability of the behavior (given enough time)
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Extinction
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Research indicates that the most effective consequence by far is
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Positive Reinforcement
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Every behavior is reinforced
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Continuous Reinforcement
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Every other, every third, every fourth, and so on, is reinforced
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Fixed Ratio Schedule
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On average, every other, every third, every fourth,...every 100th, and so on is reinforced
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Variable Ratio Schedule
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Which scheduled consequence produces high rates of behavior that are reasonably resistant to extinction?
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Variable Ratio Schedule
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So far, we have been using operant conditioning to adjust probabilities of behaviors in a response hierarchy. Thus, we have been focusing on specific
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Discrete Behaviors
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Consists of: co-presence and defined by space, mutual focus of attention, shared mood, symbolic interaction creates rhythmic entrainment
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Interaction Rituals
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Thinking about the overall retail experience as something that goes beyond selling is a tactic of:
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Starbucks --the "third place"
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States that the place, or situation, encodes proper behavior.
Ex. In school, we're students. In church, we're worshippers. |
Ecological Psychology
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personal space
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proxemics
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If the space we are living in is coded, and if it is determining our behavior w/out us knowing it, then the physical environment is _____. This idea is the intellectual foundation of what will later become
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the cause of our behavior
atmospherics. |
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0-18 inches
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Intimate
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18" to 4 ft.
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Personal
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4 ft to 12 ft
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Social
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12 ft and beyond
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Public
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Violation of personal space causes a range of reactions from
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laughter to anger.
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devloped a thriving consulting business based around the anthropolgy of shopping
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Paco Underhill
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The anthropology of shopping has more recently been called
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experiential marketing
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From a managerial perspective, the key is to orchestrate situational factors called:
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touchpoints
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Positioning in the city environment examples are:
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Selecting convenient locations in high-traffic areas, ample parking, easy travel to store, etc.
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the physical organization of the interior space in such a way as to create specific traffic patterns. The layout also assists retailers in the presentation of merchandise, and it helps create a particular atmosphere.
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"Store Layout"
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Customer density can be good or bad depending on the:
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situation
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Research suggests that higher density tends to...
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intensify the experience
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Depending on the psychographics, what tends to attract and hold attention?
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Vivid colors
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Where do shoppers perceive higher quality goods?
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In scented stores.
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What's the highest return rate industry online?
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Fashion (clothing)
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The Law of the Few:
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Connectors, mavens, salesman
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Stickiness Factor
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Will the message itself stick in the mind of the consumer?
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Every paradigm has 3 things:
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Aim, Theory, Method
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Evoke certain kinds of behaviors/actions
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Environments
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How do we change the behavior of consumers? (methods)
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Through respondent conditioning, operant conditioning, and ecological psychology
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What is the aim of all methods?
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Behavior Modification
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Surveys and focus groups are examples of...
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Self-resport technique
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Wrote "The Tipping Point"
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Malcom Gladwell
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provokes an emotional response for the segment (music sexuality, pictures)
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Unconditional stimulus
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Unlearned stimulus/response (a person's reaction)
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Unconditioned response
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the action of adding two things together to make it stimulating
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Pairing
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doesn't provoke any emotional respone (neutral stimulus)
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Brand
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6 concepts to understanding cognitive
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1. Unconditional Stimulus
2. Unconditional Response 3. Pairing 4. Brand 5. Conditioned Stimulus 6. Conditioned Response |
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Studied operant conditioning which modifies behavior by manipulating consequences that alter expectations
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Skinner
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8 key concepts for operant conditioning
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1. Response hierarchy (types of consequences)
2. Positive Reinforcement 3. Negative reinforcement 4. Punishment 5. Extinction 6-8. Schedules of reinforcement |
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An example of a variable ratio schedule?
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Nickel slot machine
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apart of our day-to-day lives
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Operant conditioning
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in simple terms, how spaces influence behavior (what are the touchpoints, where do consumers interact w/this, and how can we mange this?)
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Ecological Psychology
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Consumer behavior is
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multifaceted!
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The Law of the Few says, according to the book:
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That one critical factor in epidemics is the nature of the messenger.
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The specific quality that a message needs to be successful is
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Stickiness.
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An ad has to be seen how many times before remembered?
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Six.
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The amount of space in our brains for certain kinds of information:
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Channel Capacity
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The simple rule of thumb that distinguishes a group with real social authority from a group w/little power at all.
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Rule of 150
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The Law of the Few says, according to the book:
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That one critical factor in epidemics is the nature of the messenger.
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The specific quality that a message needs to be successful is
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Stickiness.
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An ad has to be seen how many times before remembered?
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Six.
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The amount of space in our brains for certain kinds of information:
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Channel Capacity
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The simple rule of thumb that distinguishes a group with real social authority from a group w/little power at all.
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Rule of 150
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