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Transcript
Ch. 9: Learning and Memory Learning – any change in the content or organization of long-term memory and/or behavior. Consumer Learning - A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Learning Approaches Situation Learning approach Specific learning theory Learning approach Situation Classical Conditioning Highinvolvement learning situation Operant Conditioning Lowinvolvement learning situation Iconic rote Cognitive Vicarious/ modeling Reasoning Commonly used Occasionally used Cognitive Classical Conditioning Conditioning – Learning based on association of a stimulus (information) and response (behavior or feeling). Classical conditioning (or respondent conditioning) – A neutral stimulus (the conditioned stimulus) is paired with another stimulus (the unconditioned stimulus) that naturally elicits the desired response. After repeated pairings, the originally neutral stimulus comes to elicit the same (or a similar) response (the conditioned response). Ex: Pavlov’s salivation experiment. Pavlovian Model of Classical Conditioning Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell AFTER REPEATED PAIRINGS Conditioned Stimulus Bell Conditioned Response Salivation Examples of Classical Conditioning in Marketing Unconditioned Stimulus Bald Eagle Unconditioned Response Swiftness, Boldness Conditioned Stimulus US Postal Service AFTER REPEATED PAIRINGS Conditioned Stimulus US Postal Service Conditioned Response Swift, Accurate Delivery, Any other examples? Conditioning Responses to New Stimuli Unconditioned or previously conditioned stimulus Exciting event Patriotic events or music Conditioned stimulus Examples A product or theme song New product advertised during the Super Bowl A product or person Patriotic music as background in political commercial Operant Conditioning 9-4 Also referred as instrumental conditioning. Learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors. Stimulus (Rice Popcorn) Desired response (consumption) Increases probability of response to stimulus Reinforcement (pleasant taste) A Model of Instrumental Conditioning Stimulus Situation (Need goodlooking jeans) Try Brand A Unrewarded Legs too tight Try Brand B Unrewarded Tight in seat Try Brand C Unrewarded Baggy in seat Try Brand D Reward Perfect fit Repeat Behavior Operant Conditioning Methods – Positive reinforcers are stimuli that tend to increase the probability that the behavior/response which preceded it will be repeated (e.g., premiums). – Negative reinforcers are stimuli that increase the probability of a behavior/response by removing a negative, aversive stimulus that usually follows it (e.g., Diet Coke). – Punishers are negative stimuli that follow a response and decrease the probability of that response (e.g., the bad taste of mouthwash). – Extinction occurs when the probability of the response decreases, eventually to a very low level (e.g., discounted price full price). Schedules of Reinforcement How frequently stimuli should occur after the response. – Continuous reinforcement schedule – Fixed ratio reinforcement schedule – Variable ratio reinforcement schedule Examples? Shaping – Involves successively reinforcing behaviors that approximate the desired behavior. In this way, the person gradually comes to perform the desired behavior. Examples? Cognitive Learning Learning based on mental information processing, often in response to problem solving. – Iconic Rote Learning – Vicarious Learning/Modeling – Reasoning/Analogy Vicarious Learning/Modeling Overt Modeling – A target behavior (the behavior of interest) can be influenced by overtly modeling the relevant behavior and having consumers observe the consequences that occur to the model (e.g., demonstration). Covert Modeling – Consumers are asked to imagine the behavior in question and the consequences that could occur (e.g., fantasy). Verbal Modeling – the appropriate behaviors and consequences are described verbally to the consumers (e.g., testimony). Qs: What factors may influence the effectiveness of modeling? Learning Approaches Situation Learning approach Specific learning theory Learning approach Situation Classical Conditioning Highinvolvement learning situation Operant Conditioning Lowinvolvement learning situation Iconic rote Cognitive Vicarious/ modeling Reasoning Commonly used Occasionally used Cognitive
