TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 3

Consumers may learn about a product of which they have no prior knowledge. This may occur effortlessly or accidentally due to advertisements and marketing communication. This is called incidental learning.

Behavioral learning theory focuses on the learning that occurs as a result of consumer reactions to stimuli.

Classical conditioning is a frequently used method in political marketing studies. For example, it is common for political leaders to display images of themselves holding babies to the press, which creates positive emotions in a large part of society. The given case (having a dinner with this family) can also be considered as a classic conditioning.

Stimulus discrimination is the opposite of stimulus generalization. It happens when brands try to ensure that the difference between their products and competing products is perceived by their target consumers.

Most large companies continue to advertise, even though their brands are firmly established in consumers’ memories. For example, a large portion of the advertising budgets of the largest beverage brands such as Coca-cola and Pepsi are reserved for reminder advertisements, aiming to move their products from long- term memory to short-term memory, or information recall.

Information search is the second stage of the decision making.

Several reasons lay behind existence of the opportunity recognition, such as the release of a new product in the market, a change in consumer purchasing power and living conditions, or marketing communication.

Except purchase for self all the factors listed increase consumers’ possibilities of maintaining an external search before purchasing. Purchase for self on the other hand decreases.

Decision rules are the procedures consumers use to facilitate consumption-related choices when the attribute-based choice is concerned.

Involvement refers to consumers’ perceptions of importance or personal relevance of an object, event, or activity.

Motivation and emotions are the driving force of consumers’ purchase decisions/buying decisions.

Motivation is the persistent need that stirs up and stimulates long-term goals within a consumer.

Emotions are temporary states that reflect current changes in motivation. Emotions also often trigger changes in behavior.

In brief, motivations attract attention on goal-relevant objects, and emotions attract attention to emotional objects.

Motivation consists of drives, urges, wishes, or desires that initiate an uncomfortable tension that remains within the consumer until the need recognized is satisfied.

Needs are desires that arise when a consumer’s current state does not match the consumer’s preferred state.

A motive is a construct that represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

A motive is why an individual does something.

Demand is the willingness to buy a particular product or service.

Consumers do not buy products; instead, they buy motive satisfaction, problem solutions, or tension reducers. Thus, consumers do not buy perfume or cologne. Instead, they buy romance, sex appeal, sensual pleasure, sophistication, or a host of other emotional and psychological benefits.