What Impact Do Level of Involvement and Perceived Risk Have

question 50

Essay

What impact do level of involvement and perceived risk have on the consumer decision process and how might marketing managers respond? Illustrate using examples from your own shopping behaviour.

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Definitions:

Respondent Behavior

A behavioral response that occurs naturally as a reaction to a specific stimulus, without the necessity of learning or prior experience.

Secondary Reinforcement

A form of reinforcement where a stimulus gains its reinforcing power through its association with a primary reinforcer.

Vicarious Reinforcement

Learning that occurs by observing the rewards or punishments that another individual receives, influencing the observer's behavior.

Cognitive Maps

Mental representations of physical locations that help individuals navigate the spatial environment.