Budweiser is well known for using humor in its ads for Bud Light beer. Which of the various factors affecting the consumer decision process are humorous ads like the Bud Light ads most likely to be attempting to influence?
A. Motives B. Attitudes C. Lifestyle D. Perceptions E. Learning
Behavioral Learning Behavioral learning is the process of developing automatic
responses to a situation built up through repeated exposure to it. Four variables
are central to how consumers learn from repeated experience: drive, cue, response,
and reinforcement. A drive is a need that moves an individual to action. Drives, such
as hunger, might be represented by motives. A cue is a stimulus or symbol perceived
by consumers. A response is the action taken by a consumer to satisfy the drive,
whereas a reinforcement is the reward. Being hungry (drive), a consumer sees a cue
(a billboard), takes action (buys a sandwich), and receives a reward (it tastes great!).
Marketers use two concepts from behavioral learning theory. Stimulus generalization
occurs when a response elicited by one stimulus (cue) is generalized to another
stimulus. Using the same brand name for different products is an application of
this concept, such as Tylenol Cold & Flu and Tylenol P.M. Stimulus discrimination
refers to a person’s ability to perceive differences in stimuli. Consumers’ tendency
to perceive all light beers as being alike led to Budweiser Light commercials that
distinguished between many types of “light beers” and Bud Light.