Download Conditioning and Learning Processes Chapter 9

Chapter 9
Conditioning and
Learning Processes
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
9-2
Classical Conditioning cont.
9-3
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
9-4
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
9-5
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
9-6
Classical Conditioning cont.
• Consumer research on classical conditioning
• Marketing implications
9-7
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
9-8
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
9-9
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
9-10
Operant Conditioning cont.
• How extinction can occur
• How punishment occurs
• Reinforcement schedules
– Continuous
– Fixed ratio
– Variable ratio
9-11
Operant Conditioning cont.
• Shaping
– Defined
– Examples
• Discriminative stimuli
– Presence or absence of certain stimuli
– Often said to set the occasion for behaviors
– Examples
9-12
Operant Conditioning cont.
• Marketing implications
9-13
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
9-14
Vicarious Learning cont.
9-15
Vicarious Learning cont.
• Uses of vicarious learning in marketing
strategy
– Developing new responses
– Inhibiting undesired responses
– Response facilitation
9-16
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
9-17
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
9-18
Vicarious Learning cont.
9-19
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
9-20
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
9-21
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
9-22