Chapter 08 Consumer Buying Behavior Part Four Customer Behavior.
Behavior, part 1
description
Transcript of Behavior, part 1
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Behavior
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What organisms do
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37.1-8, 10-12
39.1-8, 10-12
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Behavior is shaped by evolution, like physical traits
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Behavior is also flexible enoughto change with the environment
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Behavior is widespread
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Proximate Cause
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Genetic or physiological mechanismfor a behavior
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Ultimate Cause
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Evolutionary, adaptive cause for a behavior
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Human taste and food choice
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Proximate causesWhat regulates hunger cravings?
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Ghrelin
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a hormone that stimulates hungerproduced by cells in the stomach and pancreas
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Ghre
lin leve
lTime of day
increases before meals and decreases after meals
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Pleasure
Dopamine
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Ultimate causes:Why did we evolve to like certain
foods?
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Sodium (mg) 700 2300-6900
Late Paleolithic Contemporary American
Amount of Sodium in Diet
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Proximate cause
Hormones trigger pleasure in our brain
when eating certain foods
Ultimate causeHumans evolved to prefer salty food
in a low sodium environment
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Nature vs Nurture
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Nature:- Instinctive/Innate Behaviors- Behavioral Genetics
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Fixed Action Pattern fixed response to a stimulus
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KonradLorenz
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Stimulus: egg outside of nest
Fixed Action Pattern: roll into nest
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Stimulus: egg objectoutside of nest
Fixed Action Pattern: roll into nest
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Most behavioris not fixed, but can still have a genetic basis
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fosB gene controls maternal care in mice
Mutant fosB allelle Normal fosB allele
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Twin Studies
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Studies of identical twins show strange behavioral coincidences:
“Springer and Lewis found they had each married and divorced a woman named Linda and remarried a Betty. They shared interests in mechanical drawing and carpentry; their favorite school subject had been math, their least favorite, spelling. They both had sons whom one named James Alan and the other named James Allan. And they both owned dogs which they named Toy.”
University of Minnesota twin study, Bouchard et al
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Studies of identical twins show strange behavioral coincidences:
“Oskar was brought up Catholic in Germany and joined the Hitler Youth. Jack was raised a Jew and lived for a time in Israel. Yet they had similar speech and thought patterns, similar gaits, a taste for spicy foods and common peculiarities such as flushing the toilet before they used it.”
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MAOA “warrior” gene
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MonoamineOxidase A
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Enzyme breaks down neurotransmittersin the brain (including adrenaline)
People with an allele for low MAOA activity tend to respond more aggressively when provoked
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Nurture:Learning
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Learning:from simple to complex
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Habituationrepeated stimuli produce weaker responses
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Sensitizationrepeated stimuli produce stronger responses
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Classical Conditioning
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associating behavior with a new stimuli
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Operant Conditioning
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Associating behaviorwith a reward or punishment
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Imprinting
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Filial Imprinting:offspring form innate social attachments
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Cognition
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Can non-human animals think?
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Naturevs Nurture
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Naturevs andNurture
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White-crowned sparrow (WCS)
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• Normal song
• No song
• Wrong song
In lab experiments, newly hatched WCS maleswere played:
Song sparrow song
Peter Marler’s research
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• Normal song: sang correct song
• No song: sang poorly developed version of WCS song
• Wrong song: sang poorly developed version of WCS song
In lab experiments, newly hatched WCS maleswere played:
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MAOA “warrior” genePeople with low MAOA activitywho experienced a traumatic event as a childwere more likely to exhibit antisocial, violent behavior as adults
People with low MAOA activity who did not experience a traumatic eventwere not any more likely to be violent than control groups