consumer behavior 10th edition solomon Prepare a list of the

consumer behavior 10th edition solomon Prepare a list of the three patterns of reinforcement and provide an example of how each is used in a marketing context

Solution

Reinforcement is the force exerted to change behaviour pattern of consumer. From marketing point of view this reiforcement concept is very significant. It enables you to influence behavior pattern of consumers in such a manner that ultimately positive effective demand of the product is created.

Usually consumer learns from his past experience. It affects his future behaviour. If the experiece is positive then it will create a positive reinforcement which will induce him to buy the product in future. In this situation no special force is required to change the learning experience into effective demand.

Suppose a company has developed a chocolate of different taste. A consumer buys it and take it. It creates a positive impact which will induce him to buy the furture.

Many customers are brand lover. They never look for any other factors like price. They will always buy the product of same brand. Here you donot require any effort as a marketier to change his behavior pattern.

2. Now consider a behavior pattern. Many consumers buy a specific brand but they are not totally apathy to other competitive brands. Here the role of marketier is very crucial. He hasto create some positive force which will induce the customer to change his brand. It is possible by talking with the customers in a such a manner that his behavior changes. Then he may agree to buy a different brand. Many companies may offer quantity discount, free samples, some free offers, payment facilities etc which can create a force to change the behavior pattern.

3. Consider another pattern where consumer has negative feeling for a brand. It may develop in two ways. They are-

a. Consumer has the past experience of the product which is not favorable. In our first example, consumer may not like the taste of new chocolate.

b. Punishment: sometimes a consumer is punished by serving a product which will create a negative feeling in him. suppose chocolate has been offered which contains some uneatables in it. Intention is to create negative impact on its demand.

Note that as a marketing person, you cannot punish a prospective buyer. But you can create adequate force to convert negative behavior into a positive reinforcement. It is most challeging task of a marketier. his ability is tested here.