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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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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 2
Physical behavior- we learn many physical
behavior patterns useful in responding to varietyof behavior. e.g. purchase situations
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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 3
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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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 4
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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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 5
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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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 6
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
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Theories of Learning
Classical Conditioning Operant Conditioning
Cognitive learning
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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
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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
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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
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INSTRUMENTAL (OPERANT)
CONDITIONING
BEHAVIOR
REINFORCEMENT
NEGATIVEREINFORCEMENT
PUNISHMENT
LIKELIHOOD
OF BEHAVIOR
positive
LIKELIHOOD
OF BEHAVIOR
negative
Not the same
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CLASSICAL AND INSTRUMENTAL
(OPERANT) CONDITIONING
Consumers (often
unconsciously) link
objects to past
experience
Consequences of
behavior tend toinfluence subsequent
behavior
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Consumer Examples
Advertising:pairing product with
images of desiredaffect
Product:Evokeimage of object
associated withpositive affect (e.g.,Coke Bottle)
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Making Classical Conditioning
Work Appropriate symbols
(for the population
in question) to elicitemotion
NOTE: Test stimulifor desired effect!
Repetition
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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
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Negative Reinforcement
(not the same as punishment!)Aversive stimulus exists
Behavior ----> termination of aversive
stimulus
----> repetition of behavior
during aversive stimulus
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Negative Reinforcement: An
ExampleHeadache (aversive stimulus)
Aspirin (behavior) ---> Headachecessation
----> Likely to consume
aspirin during futureheadaches
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PUNISHMENT
Behavior less likely to be repeated
when punishment is anticipated
(mostly)
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Punishment: Examples
Charge of late fees
Fees for non-ATM
banking transactions
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More Punishment Examples
Voidance of
warranty if product
is serviced bycompetitor
Social ostracism for
failure to wear
deodorant
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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