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Consumer Behaviour

Consumer Behaviour


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Published by: api-3801857 on Oct 17, 2008
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Early classical conditioning theorists regarded all organisms as passive


a) Conditioning involved building automatic responses to stimuli. Ivan Pavlov

was the first to describe conditioning and to propose it as a general model of

how learning occurs.

b) For Pavlov, conditioned learning results when a stimulus that is paired with

another stimulus elicits a known response and serves to produce the same

response when used alone.

c) He used dogs to demonstrate his theories.

d) The dogs were hungry and highly motivated to eat.

e) Pavlov sounded a bell and then immediately applied a meat paste to the dogs’

tongues, which caused them to salivate.

f) After a sufficient number of repetitions of the bell sound, followed almost

immediately by the food, the bell alone caused the dogs to salivate.

In a consumer behavior context, an unconditioned stimulus might consist of a

well-known brand symbol (e.g., the Microsoft “windows” icon) that implies

technological superiority and trouble-free operation (the unconditioned


Conditioned stimuli might consist of new products bearing well-known symbols.

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