Read the summary and the most important questions on Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda A4MCM

• 1 Classical Conditioning

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• By whom was Classical Conditioning (CC) invented and researched?

  Pavlov.

• What does Classical Conditioning (CC) entail?

  A stimulus - that provokes a response - is paired with another stimulus - that initially does not provoke a response when it is alone - after repeating experiment several times, the second stimulus causes a similar response because it is associated with the first stimulus.

• One of the 6 characteristics of CC that has been observed in advertising and consumer behaviour is Acquisition. What does Acquisition mean?

  This means that CC responses do not fully appear after only one pairing/trial, the strength of the response increases with repetitions.

• One of the 6 characteristics of CC that has been observed in advertising and consumer behaviour is Extinction. What does Extinction mean?

  The prediction that the conditioned behaviour will vanish when the predictive relationship between the Conditioned Stimulus and the Unconditioned Stimulus is broken by leaving out the US completely or presenting the CS and US randomly.

• One of the 6 characteristics of CC that has been observed in advertising and consumer behaviour is Latent Inhibition. What does Latent Inhibition mean?

  This happens when the Conditioned Stimulus (bell) is presented several times without the US (food) and when the bell is later paired with the food, this will lead to little conditioning.

• What is the reason of Latent Inhibition?

  Pre-exposure hinders later conditioning.

• When is CC most successful? With new products and brands or with familiar products and brands?

  With new products and brands.

• To what extent does CC lead to generalisation? And explain the 2 ways in which this occurs.

  A response conditioned to 1 stimulus transfers to similar stimuli. This can either be an attitude to a certain brand that is generalised to a product with a similar name in a similar category or product with similar name in different category.

• 2 Operant Conditioning

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• By whom was Operant Conditioning (OC) discovered and researched?

  Skinner.

• What does operant/instrumental conditioning mean?

  That behaviour is shaped and maintained by its consequences. This means that the level at which a behaviour will be preformed is related to the consequence someone experiences when performing the behaviour previously.