PSY100H1 Chapter Notes -Impulse Purchase, Operant Conditioning, Sensation Seeking
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PSY100H1 Full Course Notes
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If the new brand is similar to the prototype, you will assume that it is also of high quality: can lead to biased judgments: hallmark as the prototype of greeting cards, may assume it only offers paper-based product. But it actually offers stuffed toys as well: availability heuristics, basing judgments on events that are easier to recall, more likely to recall more accessible or vivid events. Habit (i buy the one i bought last time) Brand loyalty (i buy the brand for which i have a strong preference( Variety seeking (i want to try something different) Learning choice tactics: operant conditioning: views behavior as a function of reinforcements and punishments received in the past, reinforcement: comes from a feeling of satisfaction that occurs when consumers perceive that their needs have been met. Reinforce the probability that we will purchase the same brand again.
