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Chapter 9 Conditioning and Learning Processes McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 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 – Unconditional stimuli – Unconditioned response – Conditioned response 9-3 Classical Conditioning cont. 9-4 Classical Conditioning cont. • Process of classical conditioning – Can be accomplished not only with unconditioned stimuli, but also with previously conditioned stimuli – Classically conditioned behaviors are controlled by stimuli that occur before the behavior 9-5 Classical Conditioning cont. – The behaviors influenced by classical conditioning are assumed to be under the control of the autonomic nervous system – Affective responses often follow the principles of classical conditioning 9-6 Classical Conditioning cont. • Marketing and consumer behavior implications – Product-related stimuli – Closer contact – General emotional responses as a result of stimuli – Stimuli at or near point of purchase 9-7 Classical Conditioning cont. • Consumer research on classical conditioning • Marketing implications 9-8 Operant Conditioning • Process of altering the probability of a behavior being emitted by changing the consequences of the behavior • Differs from classical conditioning in two important ways – Operant conditioning deals with behaviors that are usually assumed to be under the conscious control of the individual 9-9 Operant Conditioning cont. – Operant behaviors are emitted because of consequences that occur after the behavior • At any given time there is a certain probability that an individual will emit a particular behavior 9-10 Operant Conditioning cont. • Response hierarchy – Positive reinforcement occurs when the reward increases the probability of the behavior being repeated – Negative reinforcement can occur if the frequency of consumer behavior can also be increased by removing aversive stimuli 9-11 Operant Conditioning cont. • How extinction can occur • How punishment occurs • Reinforcement schedules – Continuous – Fixed ratio – Variable ratio 9-12 Operant Conditioning cont. • Shaping – Defined – Examples • Discriminative stimuli – Presence or absence of certain stimuli – Often said to set the occasion for behaviors – Examples 9-13 Operant Conditioning cont. • Marketing implications 9-14 Vicarious Learning • Processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred – Also called modeling 9-15 Vicarious Learning cont. 9-16 Vicarious Learning cont. • Uses of vicarious learning in marketing strategy – Developing new responses – Inhibiting undesired responses – Response facilitation 9-17 Vicarious Learning cont. • Factors influencing modeling effectiveness – Model and modeled behavior characteristics – Characteristics of observers – Characteristics of modeled consequences • Marketing implications – Modeling can be helpful in developing information contact behaviors 9-18 Vicarious Learning cont. – Modeling can be used to increase store contact and product contact behaviors by demonstrating how consumers can get to a store or mall or find products – Modeling can be used to influence funds access and transactions – Modeling can be used to influence consumption by demonstrating how a product can be used safely and effectively 9-19 Vicarious Learning cont. 9-20 Summary • Discussed classical conditioning • Examined how marketers use classical conditioning to create favorable affect and increase chances that consumers will perform desired behaviors • Operant conditioning was described 9-21 Summary cont. • Learned that the antecedents to behavior that influence operant conditioning are called discriminative stimuli • Examined how the consequence of behaviors are arranged to either increase or decrease the behaviors in the future 9-22 Summary cont. • Vicarious learning and modeling was discussed • Described how conditioning and modeling processes are commonly used in developing marketing strategies to influence consumer behavior 9-23