Marketing communication: principles and practice

C O N S U M E R B E H A V I O U R A N D C O M M U N I C A T I O N
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MARKETING
CONSUMER CONSUMER CONSUMER 
INTERVENTION
EXPERIENCE
JUDGEMENT
ACTION
Figure 3.9
The effects of marketing interventions on consumers
Source
: East, 1997: 23
Distribution, sales
promotions, sales
training
Advertisement,
word-of-mouth
Product
availability, price,
sales staff skill
Memory
structures, image,
price reference
Evaluation
Purchase

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For example, as a customer, we take into account what we think other
customers and sales staff expect from us, and we expect them to behave in
certain ways. Years ago, as a student, I witnessed a friend approach a
salesperson in a well-known discount electrical retailer, with the greeting
‘go on then, sell me something’. The situation was unusual! From a learning
theory perspective, these roles must be learned when the actions of others
are reinforcers or punishers. The habitual perspective sees roles as established
patterns of behaviours elicited by familiar situations and the behaviour of
others.
Exchange theory
Exchanges are interactions between people that are maintained through
reinforcement, according to this view. Continuing exchanges are those that
are expected to bring more benefit than expected from alternative activities.
People learn to expect certain behaviours from others in response to their
own actions (Homans, 1961). In exchange, affection and respect are
extended to those who act in the ways that are valued. This reinforces that
behaviour. Thus, the exchange of goods and services for money is only a
part of a much wider (and deeper) process of social exchange. 
Regular habits of interaction become established – notions of fair exchange
develop. Exchange theory can help to explain the service encounter (see
chapter ten).