Documente Academic
Documente Profesional
Documente Cultură
• Need/Motivation
• Attitudes
• Adaptation level
• Span of attention
Stimulus determinants of attention
• Size • Directionality
• Colour • Movement
• Intensity • Isolation
• Contrast • Novelty
• Position • Learned ‘stimuli’
• Attractive
spokesperson
Comprehension
• Linguistics • Motivation
• Order effects • Hunger
• Context • Expectation or
• Miscomprehension perceptual set
• Stimulus determinants
Acceptance
Unconditioned Unconditioned
stimulus response
Conditioned Conditioned
stimulus Response
Determinants of Classical Conditioning
• Positive reinforcement
• Negative reinforcement
Applications in Marketing
• Sampling
• Trials
• Demonstrations
• Test drives
Research has proved that there is 60% more
penetration when free sampling is done.
Shaping
The process which encourages marketers to
think about what behaviours must precede
the ultimate act of purchase and how these
prerequisite behaviour can be encouraged
through appropriate reinforcements
Vicarious learning