소비자행동론 리포트

문서 내 토픽

1. Three types of cognitive learning

인지학습의 유형에는 부가(accretion), 조율(tuning), 재구성(restructuring)이 있다. 부가는 제품과 서비스에 대한 정보를 해석함으로 생기는 새로운 지식, 의미, 신념이 기존에 있던 제품 및 서비스에 대한 지식, 의미, 신념에 추가되는 것이다. 조율은 이전에 가지고 있던 지식 구조 일부분에서 이루어지는데, 기존에 있던 지식 구조의 일부분들이 통합되면서 전체적인 새로운 의미가 부여되는 것을 말한다. 재구성은 지식 연상 네트워크의 전체적인 수정을 포함한다. 지식 구조의 의미를 아예 새로 만들어내거나, 기존에 있던 구조를 분해해서 재조직하거나 재분배하기도 한다.
2. Wheel of consumer behavior analysis

Wheel of consumer behavior analysis 의 4 가지 요소들은 소비자 감정과 인지, 소비자 행동, 소비자 환경, 마케팅 전략이다. 소비자 감정과 인지는 소비자들이 환경에서 자극제, 사건들과 부딪힐 때 보여주는 정신적인 반응이다. 소비자 행위에서 행위란 직접적으로 관찰될 수 있고, 측정될 수 있는 소비자의 물리적인 행동을 말한다. 소비자 환경은 소비자의 생각, 감정, 행위에 영향을 미치는 외적인 모든 것이다. 마지막으로, 마케팅 전략이란 감정, 생각, 행동에 영향을 주는 소비자 환경에 위치한 자극제들의 집합이다.
3. A model of consumer decision-making, activation, spreading activation

소비자 구매의사결정 모델에서 소비자 인지 과정이 어떻게 진행되고, 구매 의사결정이 어떻게 이루어 지는지를 알 수 있다. 활성화란 제품 지식이 기억 속으로부터 끄집어 내어져 재생이 되는 것을 말한다. 활성화 확산은 어떤 것에 대한 기억이 연결된 형태로 저장되어 있다가, 어떤 것에 대한 기억이 활성화되면 연결된 기억들이 줄줄이 생각나게 되는 것을 말한다.
4. The Means-End Basis for Involvement

Means-end chain 은 기억 속에 저장이 되는데, 이것이 활성화되었을 때 활성화된 Means-end chain 의 두 가지 측면에서 관여도의 정도가 결정이 된다. 첫 번째로는 Means-end chain 의 4 가지 요소 중 목적(심리사회적 결과, 가치)가 얼마만큼 나와 연관이 되어 있고, 얼마큼 중요한가에 따라서 관여도가 결정이 된다. 두 번째로는 제품 지식과 자신에 대한 지식이 연결되는 강도에 따라서 관여도의 강도가 달라진다.

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1. Three types of cognitive learning

The three main types of cognitive learning are classical conditioning, operant conditioning, and observational learning. Classical conditioning involves learning through association, where a neutral stimulus is paired with a stimulus that naturally elicits a response. Operant conditioning is learning through the consequences of our actions, where behaviors are reinforced or punished. Observational learning is learning by watching others and modeling their behaviors. These three types of cognitive learning are all important in understanding how humans and animals acquire new knowledge and skills. Classical conditioning helps us understand automatic responses, operant conditioning explains how we learn through trial and error, and observational learning shows how we can learn vicariously. Together, these three types of cognitive learning provide a comprehensive framework for understanding the complex process of how we learn and adapt to our environment.
2. Wheel of consumer behavior analysis

The Wheel of Consumer Behavior Analysis is a useful framework for understanding the various factors that influence consumer decision-making. The wheel consists of six key elements: cultural influences, social influences, personal influences, psychological influences, situational influences, and marketing influences. Cultural influences include values, norms, and traditions that shape consumer preferences. Social influences involve the impact of family, friends, and reference groups. Personal influences encompass an individual's demographics, lifestyle, and personality. Psychological influences include motivation, perception, learning, and attitudes. Situational influences are the temporary conditions that affect purchasing decisions, such as time pressure or store environment. Marketing influences are the promotional efforts of companies to sway consumer behavior. By considering all of these interconnected factors, the Wheel of Consumer Behavior Analysis provides a holistic view of the complex process of consumer decision-making. This framework can help marketers and businesses better understand their target consumers and develop more effective strategies to meet their needs and preferences.
3. A model of consumer decision-making, activation, spreading activation

The consumer decision-making model, activation, and spreading activation are important concepts in understanding how consumers make purchasing decisions. The consumer decision-making model outlines the five stages of the decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Activation refers to the process of stimulating a consumer's memory and making certain information more accessible. Spreading activation is the process by which activation of one concept in memory spreads to related concepts, making them more salient and influential in the decision-making process. These concepts work together to explain how consumers navigate the decision-making process. Problem recognition activates the consumer's memory, triggering a search for relevant information. Evaluation of alternatives involves the spreading activation of related product attributes and features. The purchase decision is influenced by the relative salience and accessibility of different options. Finally, post-purchase behavior can lead to further activation and spreading activation, shaping future decision-making. Understanding these interconnected processes is crucial for marketers to effectively influence consumer behavior and decision-making.
4. The Means-End Basis for Involvement

The Means-End Basis for Involvement is a framework that explains how consumers' personal values and goals influence their level of involvement with a product or service. The key premise is that consumers are more involved with products or services that they perceive as being instrumental in helping them achieve their desired end-states or personal values. At the core of this model are three levels: attributes, consequences, and values. Product attributes are the tangible features or characteristics of a product. Consequences refer to the personal benefits or outcomes that the consumer associates with those attributes. Values represent the consumer's underlying personal goals, beliefs, and motivations that drive their behavior. When a consumer perceives a strong connection between a product's attributes, the consequences of using that product, and their own personal values, they will exhibit a higher level of involvement with that product. Conversely, if the consumer does not see that meaningful connection, their level of involvement will be lower. Understanding the Means-End Basis for Involvement can provide valuable insights for marketers. By identifying the key values and goals that drive consumer involvement, they can more effectively position and promote products in a way that resonates with their target audience. This can lead to increased consumer engagement, loyalty, and ultimately, sales.

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