B and SL consumer behaviour

Question 1

What are the 4 ways the BSL explain consumer behaviour?

Answer 1

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

Question 2

Evaluation of BSL consumer behaviour?

Answer 2

• 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