Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Impulsivity wikipedia , lookup
Psychophysics wikipedia , lookup
Applied behavior analysis wikipedia , lookup
Adherence management coaching wikipedia , lookup
Parent management training wikipedia , lookup
Neuroeconomics wikipedia , lookup
Behavior analysis of child development wikipedia , lookup
Verbal Behavior wikipedia , lookup
Insufficient justification wikipedia , lookup
Psychological behaviorism wikipedia , lookup
Behaviorism wikipedia , lookup
Influencing Behavior: The Human Animal Chapters 9-11 Analyze these ads. How are the advertisers attempting to influence readers to purchase the product? You will have 45 seconds to write down your thoughts for each ad. With Orajel, Relieving your child’s sore throat pain has never been easier! Say goodbye to chasing after your child with spoonfuls of nasty syrups. Kids love Orajel sore throat relief strips because there’s nothing to swallow, and they love the sugar-free cherry taste. Orajel sore throat relief strips soothe irritation and dissolve away your child’s sore throat pain in no time. Moms love them because they’re from Orajel. And everybody loves Scooby. Solve the mystery of sore throat pain with Orajel. AVEENO introduces a whole new way to help manage itchy, extra dry skin. Developed with leading dermatologists and pediatric dermatologists, this breakthrough steroid-free regimen contains ACTIVE NATURALS- including pure oat essence and ceramides to help soothe skin irritation and strengthen skin’s barrier function while calming itch. Gentle and effective, this regimen is the first to be awarded the National Eczema association Seal of Acceptance. Look for AVEENO Eczema care with other itch relief products in the first aid aisle. Discover nature’s secret for healthy skin. The strength to shine is just a wish away. Strength, moisture and shine in four uses. The relaxed and natural conditioner collection Get the strength you’ve been wishing for with Pantene Relaxed and Natural conditioners formulated just for you. Oil enriched formulas help provide moisture, minimize breakage and maintain healthy hair that shines! The Wheel of Consumer Analysis Key Ideas • Classical Conditioning • Conditioned stimulus, unconditioned stimulus, unconditioned response, conditioned response • Instrumental/Operant Conditioning • Positive vs. negative reinforcement • Punishment • Extinction • Shaping • Social Learning (Modeling) • Reward schedules • Applications to Marketing Pavlov Classical Conditioning UCS UCR + CR CS Another View Let’s see this in action: Phil Zimbardo Training Your Roommate Classical Conditioning - Another View The Altoid Experiment Exhibit 9.2 Skinner Operant Conditioning What does this have to do with consumer behavior? Quote… All we need to know in order to describe and explain behavior is this: actions followed by good outcomes are likely to recur , and actions followed by bad outcomes are less likely to recur. -- Skinner (1953) Key Terms • • • • • • Positive reinforcement • Response becomes more likely after a reward Negative reinforcement • Response becomes more likely after the termination of an aversive stimulus • Not punishment! (punishment decreases the likelihood of behavior) Punishment • Response becomes less likely when it results in the administration of an undesirable consequence or termination of a positive consequence Extinction • Response becomes less likely after it repeatedly fails to desired outcome • Related idea: Learned helplessness Shaping • Initially reinforce actions that only approach the desired response • Gradually reinforce responses that come closer and closer to desired response • Skinner Example; Example 2 – Training Jack to Roll Over Vicarious Learning (or Modeling) • We learn “response-consequence” contingencies by observing others • Bandura’s classic study (modeling aggression) Key Schedules of Reinforcement • Continuous • Reward given each time desired response is performed (e.g., lever presses) • Fixed Ratio • A reward is given after a fixed number of responses (every 2 presses) • Leads to a high and steady level of responding • Fixed Interval • A reward is given after first desired response occurs after a fixed time interval (e.g., every 2 minutes) • Scallop pattern; responding speeds up as end of time interval approaches • Variable Ratio • A reward is given after a variable number of responses (sometimes 2 presses, sometimes 5, sometimes 1) • Leads to highly persistent responding; very hard to extinguish Before Skinner… Thorndike and Watson Instrumental and Classical Conditioning John Watson Edward Thorndike Zimbardo on Thorndike’s Law of Effect and Little Albert (classical & instrumental conditioning) Skinner vs. Watson Discriminative Stimuli Or, How to Teach a Pigeon to Read Click here to witness The Most Amazing Video You Have Ever Seen What does this have to do with CB? Marketers use a variety of principles of reinforcement to elicit the desire response from consumers Exhibit 9.4 Let’s return to the ads. How are the advertisers attempting to influence readers to purchase the product? Use concepts from today’s lecture…