BUS 3302 - AY2022-T2 11 November - 17 November Learning Journal Unit 1

At least three times a day during this week, perform an S-O-R black box analysis on
yourself. Observe what you are doing (especially in terms of the products and services you
are using or purchasing). Identify the role of the stimuli and organismic background
factors in influencing these behaviors and decisions.

According to the Behaviorist perspective, we can never know what happens inside the mind of
the consumer; we can only see the input, which are stimuli, and the output, which are responses.
The goal of most consumer research is to make the black box more visible. S is for stimulus,
which is a change in energy or atmosphere that encompasses the six P's of marketing. The letter
O stands for organism, while the letter R stands for response, often known as consumer behavior
or consumption.
Being human, we are constantly exposed to a wide range of stimuli, and as a result, form
opinions and make judgements about them.
I made a special trip to a restaurant that looked amazing but had never been to before just for the
purpose of conducting an S-O-R black box experiment on myself. I watched along with the rest
of us. To begin with, I was blown away by the impressive amenities they possessed, as well as
the eye-catching design and the delicious perfume that filled the inside.

When I sat down, the waiter, dressed in a suit and bow tie, came over and handed me a menu that
looked and felt like a tiny book; this is what I'm referring to when I say "quality."

As I perused the menu, the waiter remained behind me; in most other places, the server has
disappeared after I've made my selection and I've had to call him back. Because they didn't want
the customer to have to look for the waiter and then cry out, I'd say the service is fantastic. This
isn't a major issue, but it shows that they care about the little things.

It wasn't long until a waiter came over with my supper, which had been nicely arranged, and he
put it all out for me on the table, making sure I had everything I needed, including plates, spoons,
and forks. Then he sat there for a little longer, checking in to see whether I needed anything more
or if I was satisfied with the offerings that had been made.

So, let's get to the point right away: out of six p's of marketing—the product was fantastic;
service was excellent; packing for take-home food was excellent; pricing was affordable; and the
quality of packaging was exceptional—I found it all to be outstanding. What I'm trying to say is
that these qualities aid consumers in making judgments, just like they did for me.
The above pertains to the positive; as for the negative, I recall going to a grocery store and
discovering a papaya basket covered with fruit flies and flies, which flew about everywhere as I
entered the store. After seeing this, I chose not to go any farther and never returned to that store.
Regardless of whether or not it was only that fruit or whether the business was in decent
condition, the initial impression that made on me, gave me a mentality about that shop, was a
negative one.

So in summary, the purpose of consumer behavior is to open up the black box so that we may see
into the minds of customers and discover how certain stimuli lead to particular actions.