behavioral learning theories

7 - 1Copyright 2007 by Prentice Hall

Behavioral Learning Theories• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning


Classical Conditioning

A behavioral learning theory according to which a stimulus is paired with another

stimulus that elicits a known response that serves to produce the same response when

used alone.

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Classical conditioning• All organisms can be taught certain

behaviors through repetition.• Ivan pavlov described this through

pavlovian theory with the help of dogs.

Copyright 2007 by Prentice Hall

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Two examples• Bell & meat• Six o’clock news and salivation



Models of Classical Conditioningpavlov’s experiment


6 o’clock news

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Strategic Appliations of classical conditioning

• Three basic concepts:• Repetition• Stimulus generaliztion• Stimulus discrimination


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Repetition

Repetition increases the strength of association between a conditioned stimulus and slows the process of forgetting.Repeated ads during matches..

but Advertising wearout also exists.(after a limit both attention and retention will decrease.)cosmetic variations will reduce this drawback.Eg..ads of santhoor.

Substantive variationschanges in advertiseent’s cotent to convey more than one product feature..which gives more information about the product’s attributesEg.ads of automotives


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• three hit theorythree exposures to an advertisement is needed.:• Make consumers aware of the product• Show them the relevance of the product• Remind them its benefits

• Effectiveness of repetition will be affected by competitive advertisements.


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Stimulus generalization• It defines why imitative products also

succeeds in the market.• Consumers will be confused with original

& copied product.


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Application of stimulus generalization

• Product line,form,category extensions• Line extension: related products to an already

established brand.. Eg..colgate brushes• Product form extensions: in form Eg:colgate mouth wash• Product category:: in categories Eg: growing trend among cocolate makers to produce higher end products(cadbury silk,bournville)


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• Family branding. Practice of marketing a whole line of company products under one brand name. Eg:samsung,LG


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STIMULUS DISCRIMINATION• It is the opposite of stimulus generalization..it is when a

marketer targets consumers along with strong communications which enables the customers to differentiate between competitor’s products.


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Classical conditioning .examples..

• Lux: classical & stylish female beauty• Hamam: traditional,ethnic beauty,

ayurvedictouch• Pears: gentle mild & family assosiation (Unilever India)Pepsi: fun& happy timesiPhones: technological trends and fashionNike: youthRolex: prestige of owning them



Instrumental (Operant)

Conditioning

A behavioral theory of learning based on a

trial-and-error process, with habits forced as the result of positive

experiences (reinforcement)

resulting from certain responses or behaviors.


Types of ReinforcementReinforcement means Reward that influence the likelihood..• Positive• NegativePositiveEvents tat strenghtens the likelihood..Eg: shampoo,branded shirtsNegativeUnpleasant or negative outcome,but also serves to encourage a specific behaviour.Eg: life insurance


A Model of Instrumental ConditioningFigure 7-10


Application of instrumental conditioning

• Customer Satisfaction (Reinforcement)• Relationship marketing

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• Customer satisfaction(free service,good environment,amenities provided)

Relationship marketingDevelop a close personalised relationsip with customers.Eg.new generation banks,


behavioral learning theories

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