Learning New

8/2/2019 Learning New

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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 1

Learning Defined

a relatively permanent

change in the behavior

occurring as a result of

experience

One form of

learning...


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Physical behavior- we learn many physical

behavior patterns useful in responding to varietyof behavior. e.g. purchase situations


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Symbolic learning & problem solving- symbols

also allow to communicate with the consumers

e.g. brand name, slogans, signs.

One can engage in problem solving by thinking

Thinking involves the mental manipulation of

symbols representing the real world to form

various combinations of meanings.

It enables the consumers to evaluate mentally

a wide variety of products without having to

purchase them.


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Affective learning consumers learn

many of their wants, goals and motives

as well as what products satisfy theirneeds. helps in developing the

favorable and unfavorable attitude

towards a product. E.g. involved morein products like tobacco, liquor etc


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Principal elements of learning

Motives- arouse individuals, thereby increasing their

readiness to respond.

It activates the energy needed to engage in

learning activity.

Cues Weak stimulus not strong to arouse the

consumers but capable of providing directionto motivated activity

E.g. when hungry, restaurants signs andaroma of food cooking


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Response May be viewed as a mental and physical activitythe consumer makes in reaction to a stimulussituation.

Learning modify the responses e.g.

environmental influences Reinforcement-

Anything that follows a response and increases atendency for the response to re occur in a similarsituation

As it will repeat the consumers will learn todevelop means of responding to the changingconditions


7/22MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 7

Theories of Learning

Classical Conditioning Operant Conditioning

Cognitive learning



Classical Conditioning Theory

Behavior is learned by repetitive

association between a stimulus

and response

Four elements present are

Unconditioned stimulus- food

Unconditioned response- salivation

Conditioned stimulus- bell

Conditioned response- salivation



Ivan Pavlovs findings ( Russian

physiologist)

Meat ( US)Salivation

Before conditioning

Bell (Neutral stimulus) No response

Meat (US) + Bell (CS)

During conditioning

Salivation(UR)

Bell (CS) Salivation ( CR)After conditioning



Operant conditioning

People emit responses that are rewarded

and will not emit responses that are either

not rewarded or punished Three elements present are

Stimulus situation

Behavioral response

Consequence of response



INSTRUMENTAL (OPERANT)

CONDITIONING

BEHAVIOR

REINFORCEMENT

NEGATIVEREINFORCEMENT

PUNISHMENT

LIKELIHOOD

OF BEHAVIOR

positive

LIKELIHOOD

OF BEHAVIOR

negative

Not the same



CLASSICAL AND INSTRUMENTAL

(OPERANT) CONDITIONING

Consumers (often

unconsciously) link

objects to past

experience

Consequences of

behavior tend toinfluence subsequent

behavior



Consumer Examples

Advertising:pairing product with

images of desiredaffect

Product:Evokeimage of object

associated withpositive affect (e.g.,Coke Bottle)



Making Classical Conditioning

Work Appropriate symbols

(for the population

in question) to elicitemotion

NOTE: Test stimulifor desired effect!

Repetition



Reinforcement: An Example

You eat a cake (behavior)

----> good taste (reward)

----> more likely to eat cakeon another occasion

Reinforcement can be defined as

anything that increases the

strength of response and tendsto induce repetitions of

behavior that preceded the

behavior



Negative Reinforcement

(not the same as punishment!)Aversive stimulus exists

Behavior ----> termination of aversive

stimulus

----> repetition of behavior

during aversive stimulus



Negative Reinforcement: An

ExampleHeadache (aversive stimulus)

Aspirin (behavior) ---> Headachecessation

----> Likely to consume

aspirin during futureheadaches



PUNISHMENT

Behavior less likely to be repeated

when punishment is anticipated

(mostly)



Punishment: Examples

Charge of late fees

Fees for non-ATM

banking transactions



More Punishment Examples

Voidance of

warranty if product

is serviced bycompetitor

Social ostracism for

failure to wear

deodorant



Reinforcement Effectiveness

Temporal proximity--conditioning is

more effective if consequences

immediately follow behavior (delayedreinforcement is much less effective)

Recognition of relationship between

behavior and consequences


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Extinction

Behavior which is

not reinforced tends

to become extinctgradually

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