C Conditioning and Learning Processes

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

C9 - 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

C 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.

C9 - 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. Limits of Generalization – Plausibility of the stimulus Me Too Packaging (store brands, copycat products) – Similar packaging to elicit stimulus generalization

C9 - 7 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.

C9 - 8 Operant Conditioning Learns to associate a stimulus with a response when given a reinforcement for responding to the stimulus Behavior Reward or Punishment Increase or Decrease in Probability of Response Emphasis: Reinforcement ; dependence of outcome on learner’s actions

C9 - 9 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 NameEffect Operant Conditioning Methods

C 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

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

C 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 Schedules

C 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

C Strategies Designed to Influence Overt Consumer Behavior Type of StrategyStrategic FocusSample Strategies AffectiveConsumers’ emotionsClassically moods, feelingsconditioning evaluations emotions to products CognitiveConsumers’Providing info knowledge,highlighting meanings, beliefscompetitive advantages BehavioralConsumers’Positive overtreinforcement; behaviorsModeling desired behaviors

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

C Approximation of Response Consequences following approximation Final 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 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

C Drive state created by interests and needs Motivation 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

C The Foote, Cone & Belding Grid for Analyzing Consumer–Product Relationships

C 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

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