Learning

1. Learning

2. Learning • The process by which experience leads to changes in knowledge, attitudes, and/or behavior. • Learning is relatively permanent. • Learning can be incidental or intentional.

3. How We Learn • Three Different Schools of Thought • Cognitive learning • Behavioral learning • Vicarious learning

4. Cognitive Learning Theory • Emphasizes role of memory and thinking--result of information processing. • Emphasizes problem solving, understanding relationships.

5. Cognitive Learning Theory Goal Purposive Behavior Insight Goal Achievement

6. Behavioral Learning Theories • Stimulus-response theories • Making connections between a stimulus and some response to it. • Focus on external world of learning • Two basic types of behavioral theories: • Classical Conditioning • Instrumental conditions

7. Classical Conditioning • Pavlov • Pair a stimulus with another that already elicits a given response. • Learner is reactive. • Repetition of exposure to stimuli pairing results in conditioned response. • Conditioning also depends on ability to generalize stimuli.

8. Conditioned Stimulus (Brand) Step 3 Comes to be associated with (in consumers’ minds) Step 1 Associated with (in ad) Unconditioned Stimulus (Scenes of love, happiness, etc.) Unconditioned Response (Feelings of Pleasure) Step 2

9. Unconditioned Stimulus Dinner Aroma Unconditioned Response Salivation Conditioned Stimulus 6 o’clock news After Repeated Pairings Conditioned Stimulus 6 o’clock news Conditioned Response Salivation

10. Optimal Conditioning Occurs When: • The CS precedes the US--forward conditioning, contiguity • There are repeated pairings of CS and US • The CS and US logically belong together • The CS is novel and unfamiliar • The US is biologically or symbolically salient

11. Stimulus Generalization • Consumer makes same response to a slightly different stimulus. • Applications: • Product line, form, and category extensions • Family branding • Licensing • Generalizing usage situations

12. Stimulus Discrimination • The ability to select a specific stimulus from among similar stimuli. • Marketers use this principle to help consumers distinguish between their product and a competitor’s. • Applications: • Positioning • Differentiation

13. Instrumental Conditioning • Operant conditioning. • Skinner. • Consumers learn new behavior as the result of reinforcements of earlier trials; the appropriate behavior is an instrument by which consumers can attain goals. • Learner is active.

14. Try Brand A Unrewarded Try Brand B Unrewarded Tight in seatt Stimulus Situation (need good- Looking jeans) Try Brand C Unrewarded Baggy in seatt Try Brand D Reward Perfect fit Repeat Behavior--Reinforcement

15. Reinforcement • The strengthening of learned associations between stimulus and response. • Positive reinforcers increase the probability of repeating behaviors. • Negative reinforcers decrease the probability of repeating behaviors.

16. Reinforcement, continued • Schedule of reinforcement • Shaping • Extinction

17. Observational Learning • Vicarious learning, modeling. • Consumers develop patterns of behavior by observing the actions of others.

18. Marketing Applications • Use spokespersons to model behaviors we want consumers to learn. • Modeling works best when: • Model is physically attractive. • Model is credible. • Model is successful. • Model is similar to the observer. • Model is shown overcoming difficulties.