When a cat learns to run to the kitchen for food every time it hears the sound of the
electric can opener, instrumental conditioning has occurred.
The consumer with relatively high emotional expressiveness is likely to react in some
way to outcomes that are unexpected.
Shaping is a process through which the desired behavior is altered over time, in small
increments.
Intentional learning can be based solely on sensory memory.
Explain critical incident in the context of consumer behavior.
Financial switching costs consist of the total economic resources that must be spent or
invested as a consumer learns how to obtain value from a new product choice.
Consumer problem behavior refers to behaviors that are seemingly outside of a
consumer’s control.
Nonverbal communication cues have universally accepted standard meanings that are
independent of their cultural contexts.
Salutary products offer high utilitarian value, but low hedonic value.
Consumer groupings are ineffective when microcultures are involved.
Satisfaction as an emotion is extremely strong and creates relatively strong behavioral
reactions.
The structural-functional theory proposes that much of consumer behavior can be
explained by the match between a consumer’s self-concept and the image of typical
users of a focal product.
When marketers promote their products in foreign markets, translation of
advertisements alone is sufficient to guarantee effective communication with the
consumers.
All microcultures have identical and consistent role expectations for its members.
Every consumption act has an absolute meaning.
The rational decision-making perspective centers on the assumption that human beings
are rational creatures who carefully consider their decisions and that they can identify
the expected value associated with a purchase.
Assimilation occurs when a stimulus does not share enough in common with existing
categories to allow categorization.