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Conditioning
and Learning
Processes
1
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Learning Processes
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
2. Instrumental or Operant Conditioning
Process of altering the probability of a behavior being
emitted by changing the consequences of the behavior
3. Vicarious Learning (Modeling)
Processes by which people change their behaviors
because they observed the actions of other people and
the consequences that occurred
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Classical Conditioning
Learns to associate an unrelated stimulus
with a particular behavioral response that
has previously been elicited by a related stimulus
Unconditioned
Stimulus
Unconditioned
Stimulus
Unconditioned
Response
Unconditioned
Response
+
Neutral
Stimulus
Conditioned
Stimulus
Conditioned
Response
Emphasis: Association through repetition and contiguity
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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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Classical Conditioning Key Points (cont.)
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.
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.
Me Too Packaging (store brands, copycat
products) – Similar packaging to elicit stimulus
generalization
Limits of Generalization – Plausibility of the
stimulus
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Stimulus Discrimination or
Stimulus Differentiation
Process of learning to respond differently to
similar but distinct stimuli
Relevant to brand image and brand positioning –
establishes competitive advantage.
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Operant Conditioning
Learns to associate a stimulus with a response when
given a reinforcement for responding to the stimulus
Behavior
Increase or Decrease in
Probability of Response
Reward or
Punishment
Emphasis: Reinforcement; dependence of outcome
on learner’s actions
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Operant Conditioning Methods
Operation
performed after
behavior
Name
Effect
Present positive
consequences
Positive
reinforcement
Increases the
probability of behavior
Remove aversive
consequences
Negative
reinforcement
Increases the
probability of behavior
Neutral consequences occur
Extinction
Decreases the
probability of behavior
Present aversive
consequences
Punishment
Decreases the
probability of behavior
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Operant Conditioning Key Points
1. Trial and Error learning
2. Under the conscious control of the individual
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)
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Reinforcement Schedules
The rate at which rewards are offered are called
reinforcement schedules
Continuous Reinforcement Schedules
Desired Behavior
Reward given following behavior
Product Purchase Trading stamps, cash bonus or
rebate, prizes, coupons
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Fixed and Variable Reinforcement
Schedules
Desired Behavior
Product Purchase
Reward given following behavior
Fixed - Prize for every third, fourth,
etc. purchase
Variable - Prize to some fraction of
people who purchase
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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
Affective
Consumers’ emotions
Classically
Type of Strategy moods,
Strategicfeelings
Focus Sample
Strategies
conditioning
evaluations
emotions to
products
Cognitive
Consumers’
knowledge,
meanings, beliefs
Providing info
highlighting
competitive
advantages
Behavioral
Consumers’
overt
behaviors
Positive
reinforcement;
Modeling desired
behaviors
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Discriminative Stimuli
The mere presence or absence of certain stimuli
(Discriminative Stimuli) can change the probabilities of
behavior
Desired
Behavior
Entry into store
Brand purchase
Reward Signal
See:
Examples
Store signs
50% off sale
Store logos
Kmart’s big red K
Distinctive
brandmarks
Levi’s tag,
Ralph Lauren polo player
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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
Consequences
Approximation
Final response
following
of Response
desired
approximation
Opening a
charge account
Prizes, etc for
opening account
Expenditure of funds
Trip to point of
Purchase of products
purchase
Loss leaders,
entertainment, or
event at the
shopping center
Entry into store
Door prize
Purchase of products
Product trial
Free prize and/or
some bonus for use
Purchase of products
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Motivation
Drive state created by interests and needs
Motivational involvement
High Involvement – Think before you act
• Deliberative Search
• Lengthy Consideration
Low Involvement – Act before you think
Passive, haphazard, unintentional, unfocused
learning
• Repetition
• Attention-getters
• Location – out of sight, out of mind
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The Foote, Cone & Belding Grid
for Analyzing Consumer–Product
Relationships
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Approach/Avoidance Motivational
Conflict
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)
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Maslow’s Hierarchy of Needs
Self Actualization
Self-Fulfillment, Enriching Experiences
Ego Needs
Prestige, Status
Belongingness
Love, Friendship
Safety
Security, Protection, Shelter
Physiological
Water, Sleep, Food
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