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LEARNING
THEORIES
Behaviorist Cognitive
Classical
Conditioning
Instrumental
Conditioning
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Behaviorist/Associative Learning «
Learn to develop automatic Response to a Stimulus (stimulus-response learning)
This type of learning occurs through forming associations between a new
stimulus (CS) and an old stimulus (US)
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I nstrumental (Operant) Conditioning
Whether you perform a behavior again depends on what happened when youperformed that behavior in the past
Skinner ¶s bird experiment:
Suppose there are two buttons -- bird can choose button A or button B (so two different behaviors)
Choice of A followed by food (reinforcer/reward)
Choice of B followed by shock (punishment)
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I nstrumental (Operant) Conditioning
Over time, Button A will be chosen automatically!
Button B will be avoided automatically!
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Learning has taken place «
Learning results in automatic response to a stimulus (avoiding or choosing
button)
Again: stimulus-response learning
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Learning through I nstrumental
Conditioning Reward for behavior increases chances
of behavior
Punishment for behavior decreases chances of behavior
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I nstrumental Conditioning also
involves CS-US association Classical Conditioning:
Cowboy --- Liked
Marlboro --- Liked (US, CS, CR??)
I nstrumental conditioning: Food ------- Like
Button ------ Hitting button
US, CS, CR??
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H ow can Marketers use IC?
I nstrumental conditioning is used to influence behaviors
What behavior do you want consumers to do ??
H ow? Rewards ?
Punishments ?
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M arketing Example of IC Buy Brand ---- Get Discount ---- Buy
Brand again
What is US, C S, C R?
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M arketing Example of IC Discount --------- Like
Brand -------------- Buy Again
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If Success ful «.
I nstr um enta l C onditioning C an produ ce a u to m atic bu ying and
repu rchase o f yo u r brand (ju st l ike bird
wi ll a u to m atica ll y hit bu tton A and not B)
Au to m atic repu rchase (witho u t
consideration o f other a l ternatives) =what type o f decision m aking?
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I ss u es in I nstr um enta l Learning
Reinforcement Schedules: Continuous schedule: reward every time
behavior is performed
partial schedule: reward sometimes
Example: giving discount/coupons etc.after purchase Continuous reinforcement = discount every
time
Partial schedule = discount onlyoccasionally.
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C ontin u o u s vs . Partia l Schedul e Which produces faster learning? (I.e.,
which one will make the consumerslearn the ³brand ± discount´ association
faster?)
Which produces more permanentlearning (I.e., which one will lead to
more long-term positive effects onconsumers¶ desired behavior ± buyingyour brand?) Airlines??
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I ss u es in I nstr um enta l C onditioning «
Reinforcement vs. Punishment
Instrumental Conditioning occurs
when behavior is followed byreinforcement or punishment
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R ein f orce m ent «
Reinforcement = rewarding a behavior toincrease future possibility of that behavior
Two Types of Reinforcement«
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Tw o types o f R ein f orce m ent «
Positive reinforcement (behavior followed bygood consequence; e.g., good after salesservice) Here, ³Reward´ = Getting something positive
because of behavior
Negative reinforcement Negative State First ± then Behavior ± then Removal
ofN
egative Stage e.g., taking medicine for headache
Here, ³Reward´ = removal of negative state becauseof behavior
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P u nish m ent «
Punishment = Punishing a behavior todecrease future possibility of that behavior
behavior followed by negative consequence: e.g, bad
after sales service
Note: Punishment is different from NegativeReinforcement (even though the words soundsimilar!)
Negative Reinforcement increases chances ofbehavior
Punishment decreases chances of behavior
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R ein f orce m ent and P u nish m ent
Punishment can be used bymarketer
example???
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I ss u es in I nstr um enta l C onditioning «
Shaping Shaping = Reinforcing a behavior
at every step
So: break down an overall behaviorinto its component parts, andreward each component, so that
the overall behavior is learnt Bird example?
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S haping « M arketing Exa mpl e
Suppose you own a car dealership(showroom). You want to make aconsumer buy a car from your
showroom Can you think of how you can use
³shaping´ to do this? (hint: start
from the consumer entering yourshowroom)
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Other I ss u es ...
Discriminative Stimu lu s: Stimu lu s that occ u rs in the presence of a reinforcer bu t not in its absence Example: bu y Reebok---satisfaction (reward)
Learn to associate the brand name ³Reebok´ with the reinforcer/reward (satisfaction)
Brand name = discriminative stimu lu s
Helps to discriminate (differentiate) between different stimu li Reebok gives satisfaction, bu t Nike gives
dissatisfaction
I learn to discriminate based on brand name
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S ti mulu s Discri m ination andS ti mulu s Genera l ization
S ti mulu s Discri m ination Using a discri m inative sti mulu s to differentiate
between different sti mul i (Nike vs . Reebok)
Can a l so u se discri m inative sti mulu s to treat different ite m s as si m i l ar (S ti mulu s Genera l ization)
Reebok shoes give m e satisfaction S o: I try Reebok c l othing a l so, ju st based on
brand na m e
Here: brand na m e is being u sed to treat different ite m s as si m i l ar
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Classical vs. Instrumental
� Similarities
± both behavioral learning;
± number of trials increases learning
� Differences
± passive learning vs. active learning
� Instrumental conditioning: you have to perform an actionbefore any learning can occur (behavior ± consequence ± learning)
� Classical conditioning: your action is not needed. Learningwill occur if the US and CS are presented together to youby some external agent
± Example (watching advertising)