decisions, and evaluate the results.b. Changes in consumer behavior can come about because of behavioral and cognitive learning.2. Behavioral learning occurs when a person behaves in a certain way in response to the experience of an external stimulus.a. Behavioral learning can happen both automatically and consciously.b. Marketers can apply behavioral learning concepts:(1) Stimulus generalization means that people who have learned to respond to one stimulus learn to respond in the same way to another, similar stimulus.(2) Stimulus discrimination occurs when people detect differences between similar stimuli and learn not to respond in the same way to all such stimuli.3. Cognitive learning occurs when people change their behavior as a result of thinking about their situations.a. By putting ideas together in their minds, consumers can learn behavior that will satisfy their needs.b. Marketers build on cognitive learning through use of modeling, encouraging people to learn new behaviors by imitating what others do.4. Brand Loyalty and Relationship Marketinga. Both behavioral and cognitive learning can lead to buying by habit.b. When consumers learn that a particular brand meets their needs, they tend to purchase it more consistently.c. Soon they develop brand loyalty, a favorable attitude toward a brand that prompts consistent purchasing over time.d. To build up purchasing habits that lead to brand loyalty, marketers have created programs that reward consumers for sticking with certain brands.e. Relationship marketing programs discourage brand switching.(1) Studies show that consumers are usually loyal to brands only in certain product categories.(2) When consumers don't perceive a difference in quality among brands, lower prices can break brand loyalty.F. Personality, Self-Concept, and Lifestyle1. Personality is the unique set of behavior patterns an individual exhibits in response to recurring situations.2. Some marketers group consumers ...
