2. Some people purchase a watch from a cognitive and rational viewpoint where as some may go for its styling or its association with a certain life style or status level this is an experimental emotional approach

10. How Consumers Learn Conditioning Thinking Conditioning Based on conditioning through association or reinforcement Thinking Intellectual evaluation comparing attributes with values Modeling Based on emulation (copying) of respected examples

12. Cognitive Learning Process Goals leads to purposive behavior which leads to insight and to goal achievement . Goal Goal achievement Insight Purposive behavior

15. Classical Conditioning Process Association develops through contiguity and repetition Unconditioned stimulus ( Food , family events waterfall) Conditioned Stimulus ( bell , Lipton Tea ,Brita water filtration pitcher) Unconditioned response ( salivation , fun& enjoyment , purity ,freshness) Conditioned response ( salivation , fun& enjoyment , purity ,freshness)

20. R1 R2 R3 pushing button R4 Rn US reinforcement CS button

21. Instrumental Conditioning Process Behavior (consumer uses product or service) Increase or decrease in probability of repeat behavior (purchase) Positive or negative consequences occur (reward or punishment)

23. External Influences on Consumers Subculture Culture Social class Reference groups Situations

27. IMC Communications Task Grid Decision Role Communication Task Target Audience Where and When IMC Options Desired result or effect from communication Primary group to reach at each stage Best way to reach at each stage Best IMC tool to accomplish communication task Role in Decision Marking Process Initiator Influencer Decider Purchaser User

28. And the Chapter is finished…! THANK YOU!!