TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 6

The process of learning takes place when a consumer experiences some learning error, but it may not always be necessary to have experience for a consumer to learn. For instance, for learning to occur, a consumer may observe others’ behavior. This is called observational (social) learning.

Learning is a process. It is the process of gaining new knowledge and experience through reading, thinking, speaking, observation, and discussion. The consumers’ knowledge and experiences help them develop behavioral patterns to deal with similar situations.

Learning is permanent changes in behavior. If there is no change in behavior as a result of learning activity, learning cannot be considered complete. Learning creates a positive or negative change in behavior.

Learning is a system that operates with conscious or unconscious efforts. Learning occurs either with an individual’s conscious effort (such as gathering information about products, surfing on the web about a service or experience) or unconsciously when exposed to some information (TV advertisement, news) and events involuntarily.

Stimulus generalization is defined as the response to a stimulus similar to the conditioned stimulus. Competing brands attempt to benefit from stimulus generalization, introducing products to the market with a package similar to that of the product of a leading brand to create a positive reaction to their product.

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 product differentiation and positioning strategies are examples of stimulus discrimination designed for consumers to distinguish a product or brand from its competitors based on an essential and valuable feature.

Operant conditioning has three principles, which should be taken into account to be successful in marketing applications. These are positive reinforcement, negative reinforcement, and punishment.

Active and inactive problems: Consumer problems can be classified as active and inactive problems. Problems that are generally associated with a need recognition and arise from consumers’ self-realization of the need are defined as active problems while the needs that consumers are not yet aware of are defined as inactive problems

the inert set includes the brands of which the consumer is aware, but towards which s/he is basically indifferent. Inept set includes the brands that a consumer is aware of when considering a purchase yet has a negative attitude.

Limited Problem Solving is used generally for frequent purchases.

Extensive Problem Solving is used generally for infrequent purchases.

Routinized Choice Behavior is a is typical form of frequent purchases.

Impulse buying is defined as an unplanned purchasing, often accompanied by intense feeling states such as pleasure and excitement with a sudden urge (Rook, 1987). The reasons behind impulse buying behavior are addressed under two categories.

Individuals show differences in their decision-making processes based on their experiences and knowledge about the qualities of products and services they wish to purchase. As previously mentioned, all shopping experiences are about problem solving. When solving problems, we may refer to cognitive (limited or extensive problem solving, and routinized choice) and impulse (unplanned) purchasing.

Marketers that target several consumer segments, each with different problem-solving processes, may have to develop multiple strategies to influence the different decision outcomes. (Peter and Olson, 2010: 180). There are three types of cognitive purchase: Limited problem solving, Extensive problem solving, and Routinised choice.

The correct answer is A. Only this choice represent the type of consuming as experience.

evaluations of product attributes

product knowledge

ideal self/social context

larger gaps

extended self

Jealousy

consumers who are after need for uniqueness

addictive and uncontrollable consumption behavior

emotional bonds