Conditioning and Learning Processes

1. Conditioning and Learning Processes 1

2. Learning Processes • 1. Classical Conditioning • Process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly pairedwith a stimulus that naturally causes the response 2. Instrumental or Operant Conditioning Process of altering the probabilityof a behavior being emitted by changing the consequences of the behavior • 3. Vicarious Learning (Modeling) • Processes by which people change their behaviors because they observedthe actions of other people and the consequences that occurred

3. Classical Conditioning Unconditioned Response Unconditioned Stimulus UnconditionedStimulus Unconditioned Response + Neutral Stimulus Conditioned Stimulus Conditioned Response Learns to associate an unrelated stimulus with a particular behavioral response that has previously been elicited by a related stimulus Emphasis: Association through repetition and contiguity

4. 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

5. Classical Conditioning Key Points (cont.) 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. 7. More likely to occur in low involvement decision situations.

6. 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. Me Too Packaging (store brands, copycat products) – Similar packaging to elicit stimulus generalization Limits of Generalization – Plausibility of the stimulus

7. Stimulus Discrimination or Stimulus Differentiation Process of learning to respond differently to similar but distinct stimuli Relevant to brand image and brand positioning – establishes competitive advantage.

8. Increase or Decrease in Probability of Response Reward or Punishment Operant Conditioning Learns to associate a stimulus with a response when given a reinforcement for responding to the stimulus Behavior Emphasis: Reinforcement; dependence of outcome on learner’s actions

9. Operant Conditioning Methods Present positive consequences Positive reinforcement Increases the probability of behavior Increases the probability of behavior Remove aversive consequences Negative reinforcement Decreases the probability of behavior Neutral con-sequences occur Extinction Decreases the probability of behavior Present aversive consequences Punishment Operation performed after behavior Name Effect

10. Operant Conditioning Key Points • Trial and Error learning 2. Under the conscious control of the individual 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)

11. Reinforcement Schedules The rate at which rewards are offered are called reinforcement schedules Continuous Reinforcement Schedules Desired Behavior Reward given following behavior Product Purchase Trading stamps, cash bonus or rebate, prizes, coupons

12. Fixed and Variable Reinforcement Schedules 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

13. Vicarious Learning Observer sees modeled behavior and consequences Observer performance of modeled behavior may increase or decrease, depending on the modeled consequences Model performs behavior and experiences consequences

14. Strategies Designed to Influence Overt Consumer Behavior Affective Consumers’ emotions Classically moods, feelings conditioning evaluations emotions to products Type of StrategyStrategic FocusSample Strategies Cognitive Consumers’ Providing info knowledge, highlighting meanings, beliefs competitive advantages Behavioral Consumers’ Positive overt reinforcement; behaviors Modeling desired behaviors

15. Discriminative Stimuli Reward Signal See: Desired Behavior Examples The mere presence or absence of certain stimuli (Discriminative Stimuli) can change the probabilities of behavior Entry into store Store signs 50% off sale Store logos Kmart’s big red K Brand purchase Distinctive Levi’s tag, brandmarks Ralph Lauren polo player

16. Shaping (Prompting Behavior) Consequences following approximation Approximation of Response Final response desired 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 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

17. Motivation Drive state created by interests and needs • Motivational involvement • High Involvement – Think before you act • Deliberative Search • Lengthy Consideration • Low Involvement – Act before you think • Passive, haphazard, unintentional, unfocused learning • Repetition • Attention-getters • Location – out of sight, out of mind

18. The Foote, Cone & Belding Gridfor Analyzing Consumer–Product Relationships

19. Approach/Avoidance Motivational Conflict 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)

20. Maslow’s Hierarchy of Needs Self Actualization Self-Fulfillment, Enriching Experiences Ego Needs Prestige, Status Belongingness Love, Friendship Safety Security, Protection, Shelter Physiological Water, Sleep, Food