B and SL consumer behaviour Flashcards

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1
Q

What are the 4 ways the BSL explain consumer behaviour?

A
  • operant/classical conditioning
  • vicarious reinforcement
  • observation and initiation
  • powerful models/ celebrities that are identified with
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2
Q

Evaluation of BSL consumer behaviour?

A
  • S—Research support shows conditioning and SL influences positive consumer behaviour (Stuart et al toothpaste)
  • W— Conditioning research is lab based so it lacks ecological validity
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