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Conditioning and Learning

Processes

Conditioning and Learning

Processes

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2. Instrumental or Operant Conditioning

Process of altering the probability of a behavior being emitted by changing the consequences of the behavior

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

3. Vicarious Learning (Modeling)

Processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred

Learning Processes

C9 - 3Emphasis: Association through repetition and contiguity

Classical ConditioningLearns to associate an unrelated stimuluswith a particular behavioral response that

has previously been elicited by a related stimulus

UnconditionedStimulus

Unconditioned

Response

NeutralStimulus

ConditionedStimulus

Conditioned

Response

UnconditionedStimulus

UnconditionedResponse

+

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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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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.

Classical Conditioning Key Points (cont.)

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.

Limits of Generalization – Plausibility of the stimulus

Me Too Packaging (store brands, copycat products) – Similar packaging to elicit stimulus generalization

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Process of learning to respond differently to similar but distinct stimuli

Stimulus Discrimination or Stimulus Differentiation

Relevant to brand image and brand positioning – establishes competitive advantage.

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Operant Conditioning

Learns to associate a stimulus with a response whengiven a reinforcement for responding to the stimulus

Behavior

Reward or Punishment

Increase or Decrease inProbability of Response

Emphasis: Reinforcement; dependence of outcome on learner’s actions

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Present positive consequences

Positive reinforcement

Increases the probability of behavior

Remove aversive consequences

Negative reinforcement

Increases the probability of behavior

Present aversive consequences

Punishment Decreases the probability of behavior

Neutral con-sequences occur

Extinction Decreases the probability of behavior

Operation performed after behavior Name Effect

Operant Conditioning MethodsOperant Conditioning Methods

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Operant Conditioning Key Points

1. Trial and Error learning

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)

2. Under the conscious control of the individual

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Desired Behavior Reward given following behavior

Product Purchase Trading stamps, cash bonus or rebate, prizes, coupons

Continuous Reinforcement SchedulesContinuous Reinforcement Schedules

The rate at which rewards are offered are called reinforcement schedules

Reinforcement Schedules

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Desired Behavior Reward given following behavior

Product Purchase Fixed - Prize for every third, fourth, etc. purchase

Variable - Prize to some fraction of people who purchase

Fixed and Variable Reinforcement Fixed and Variable Reinforcement SchedulesSchedules

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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

Type of Strategy Strategic Focus Sample StrategiesAffective Consumers’ emotions Classically

moods, feelings conditioningevaluations emotions to

products

Cognitive Consumers’ Providing infoknowledge, highlighting

meanings, beliefs competitiveadvantages

Behavioral Consumers’ Positiveovert reinforcement;

behaviors Modeling desiredbehaviors

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Desired Behavior

Reward Signal

See: Examples

Entry into store Store signs 50% off sale

Store logos Kmart’s big red KK

Brand purchase Distinctive Levi’s tag,

brandmarks Ralph Lauren polo player

Discriminative StimuliDiscriminative Stimuli

The mere presence or absence of certain stimuli (Discriminative Stimuli) can change the probabilities of

behavior

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Approximation of Response

Consequences following

approximationFinal response

desired

Opening a charge account

Trip to point of

purchase

Entry into store

Product trial

Prizes, etc for opening account

Loss leaders, entertainment, or event at the shopping center

Door prize

Free prize and/or some bonus for use

Expenditure of funds

Purchase of products

Purchase of products

Purchase of products

Shaping (Prompting Behavior)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

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Drive state created by interests and needs

Motivation

Motivational involvementHigh Involvement – Think before you act•Deliberative Search•Lengthy Consideration

Low Involvement – Act before you thinkPassive, haphazard, unintentional, unfocused

learning•Repetition•Attention-getters•Location – out of sight, out of mind

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The Foote, Cone & Belding Gridfor Analyzing Consumer–Product

Relationships

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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)

Approach/Avoidance Motivational Conflict

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Self ActualizationSelf-Fulfillment, Enriching Experiences

Ego NeedsPrestige, Status

BelongingnessLove, Friendship

SafetySecurity, Protection, Shelter

PhysiologicalWater, Sleep, Food

Maslow’s Hierarchy of Needs