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Intellectual
Intellectual Based
Based onon Based
Based on
on
evaluation
evaluation conditioning
conditioning emulation
emulation
comparing
comparing through
through (copying)
(copying) of
of
attributes
attributes with
with association
association or
or respected
respected
values
values reinforcement
reinforcement examples
examples
Behavioral Learning (Conditioning)
Learning via association (classical conditioning)
Learning via reinforcement (instrumental cond.)
Retrieval
Interference.
The Response
Wheel
Colored
segment shows
Psychological
Dimensions
Dec.process Route Products
Increase
Increaseor
ordecrease
decreaseinin
probability
probabilityof
ofrepeat
repeat
behavior
behavior(purchase)
(purchase)
Goal
Purposive
behavior
Insight
Goal
achievement
1. Involve an already 1. No previous
established stimuli –response
response to relation
another stimuli 2. The outcome is
2. The outcome is dependent on
not dependant on learner’s action
consumers actions 3. Influences
3. Influences and changes in goal –
change the oriented
opinions behavior.
Depends upon the type of product
Low priced/ Routine/ Habitual
Reminder adv.
Periodic promotion
Prominent shelf position
New products
High adv.
Free sampling
Special price offer
High value coupons
Subculture
Social class
Reference
groups
Situations
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