c9 - 1 1 conditioning and learning processes. c9 - 2 2.instrumental or operant conditioning process...
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Conditioning and Learning
Processes
Conditioning and Learning
Processes
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2. Instrumental or Operant Conditioning
Process of altering the probability of a behavior being emitted by changing the consequences of the behavior
1. Classical Conditioning
Process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus that naturally causes the response
3. Vicarious Learning (Modeling)
Processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred
Learning Processes
C9 - 3Emphasis: Association through repetition and contiguity
Classical ConditioningLearns to associate an unrelated stimuluswith a particular behavioral response that
has previously been elicited by a related stimulus
UnconditionedStimulus
Unconditioned
Response
NeutralStimulus
ConditionedStimulus
Conditioned
Response
UnconditionedStimulus
UnconditionedResponse
+
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Classical Conditioning Key Points
1. Can be accomplished not only with unconditioned stimuli, but also with previously conditioned stimuli
2. Classically conditioned behaviors are controlled by stimuli that occur before the behavior
3. Behaviors influenced by classical conditioning are assumed to be under the control of the autonomic nervous system (involuntary)
4. Affective responses often follow the principles of classical conditioning
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5. Marketers must carefully choose events, persons, and objects to pair with their brands so that the right meanings and feelings rub off on customers.
6. Pairings should be repetitive and frequent.
Classical Conditioning Key Points (cont.)
7. More likely to occur in low involvement decision situations.
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Stimulus Generalization
Response to stimulus is elicited by a similar but distinct stimulus
Family Branding - People generalize the feelings and thoughts about all the products with the same family name.
Limits of Generalization – Plausibility of the stimulus
Me Too Packaging (store brands, copycat products) – Similar packaging to elicit stimulus generalization
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Process of learning to respond differently to similar but distinct stimuli
Stimulus Discrimination or Stimulus Differentiation
Relevant to brand image and brand positioning – establishes competitive advantage.
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Operant Conditioning
Learns to associate a stimulus with a response whengiven a reinforcement for responding to the stimulus
Behavior
Reward or Punishment
Increase or Decrease inProbability of Response
Emphasis: Reinforcement; dependence of outcome on learner’s actions
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Present positive consequences
Positive reinforcement
Increases the probability of behavior
Remove aversive consequences
Negative reinforcement
Increases the probability of behavior
Present aversive consequences
Punishment Decreases the probability of behavior
Neutral con-sequences occur
Extinction Decreases the probability of behavior
Operation performed after behavior Name Effect
Operant Conditioning MethodsOperant Conditioning Methods
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Operant Conditioning Key Points
1. Trial and Error learning
3. Although classically conditioned behaviors are elicited by stimuli that occur before the response, operant behaviors are emitted because of the consequences that occur after the behavior
4. Operant conditioning has occurred when the response hierarchy (ordered probability of occurrences) is changed
5. If neutral consequences occur repeatedly, the response will diminish in frequency (Extinction)
2. Under the conscious control of the individual
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Desired Behavior Reward given following behavior
Product Purchase Trading stamps, cash bonus or rebate, prizes, coupons
Continuous Reinforcement SchedulesContinuous Reinforcement Schedules
The rate at which rewards are offered are called reinforcement schedules
Reinforcement Schedules
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Desired Behavior Reward given following behavior
Product Purchase Fixed - Prize for every third, fourth, etc. purchase
Variable - Prize to some fraction of people who purchase
Fixed and Variable Reinforcement Fixed and Variable Reinforcement SchedulesSchedules
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Vicarious Learning
Model performs behavior and experiences consequences
Observer sees modeled behavior and consequences
Observer performance of modeled behavior may increase or decrease, depending on the
modeled consequences
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Strategies Designed to Influence Overt Consumer Behavior
Type of Strategy Strategic Focus Sample StrategiesAffective Consumers’ emotions Classically
moods, feelings conditioningevaluations emotions to
products
Cognitive Consumers’ Providing infoknowledge, highlighting
meanings, beliefs competitiveadvantages
Behavioral Consumers’ Positiveovert reinforcement;
behaviors Modeling desiredbehaviors
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Desired Behavior
Reward Signal
See: Examples
Entry into store Store signs 50% off sale
Store logos Kmart’s big red KK
Brand purchase Distinctive Levi’s tag,
brandmarks Ralph Lauren polo player
Discriminative StimuliDiscriminative Stimuli
The mere presence or absence of certain stimuli (Discriminative Stimuli) can change the probabilities of
behavior
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Approximation of Response
Consequences following
approximationFinal response
desired
Opening a charge account
Trip to point of
purchase
Entry into store
Product trial
Prizes, etc for opening account
Loss leaders, entertainment, or event at the shopping center
Door prize
Free prize and/or some bonus for use
Expenditure of funds
Purchase of products
Purchase of products
Purchase of products
Shaping (Prompting Behavior)Shaping (Prompting Behavior)
A process of arranging conditions that change the probabilities of certain behaviors not as ends in themselves, but to increase
the probabilities of other behaviors
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Drive state created by interests and needs
Motivation
Motivational involvementHigh Involvement – Think before you act•Deliberative Search•Lengthy Consideration
Low Involvement – Act before you thinkPassive, haphazard, unintentional, unfocused
learning•Repetition•Attention-getters•Location – out of sight, out of mind
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The Foote, Cone & Belding Gridfor Analyzing Consumer–Product
Relationships
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Approach – Avoidance – Negative and positive consequence
Approach – Approach – More than one, approximately equal need (have your cake and eat it too)
Avoidance – Avoidance – Two negative consequences (double trouble)
Approach/Avoidance Motivational Conflict
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Self ActualizationSelf-Fulfillment, Enriching Experiences
Ego NeedsPrestige, Status
BelongingnessLove, Friendship
SafetySecurity, Protection, Shelter
PhysiologicalWater, Sleep, Food
Maslow’s Hierarchy of Needs