B and SL consumer behaviour Flashcards
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
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