Post on 20-May-2015
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CONSUMER LEARNING
Katherine S. Chin
Consumer Learning
► process that continually evolves and changes as a result of newly acquired knowledge or through actual experience.
► knowledge or experience may be acquired through reading, thinking, observation, discussion, action or interaction.
Learning occurs when an individual would show a relative and permanent change of behavior in a situation as a result of practice and experience and as a product of knowledge.
Classical Conditioning also called Pavlovian conditioning, created by Ivan Pavlov
a theory he tested with a help of a dog and a bell
Classical Conditioning is a form of learning in which one stimulus, the conditioned stimulus or CS, comes to signal the occurrence of a second stimulus, the unconditioned stimulus or US.
The US is usually a biologically significant stimulus such as food or pain that elicits a response from the start; this is called the unconditioned response or UR.
The CS usually produces no particular response at first, but after conditioning it elicits the conditioned response or CR.
Components of CC
1. Unconditioned Stimulus (UCS)
A stimulus that without conditioning will elicit a predictable response.
2. Unconditioned Response (UCR)A response that without conditioning will result predictably from UCS.
3. Neutral Stimulus (NS)
A stimulus that does not elicit the UR. Also called Orienting Stimulus (OS).
4. Conditioned Stimulus (CS)
A stimulus that will elicit a predictable response because of its previous pairing with a previously occurring reflex.
5. Conditioned Response (CR)
A predictable response to a stimulus that has influence because of its previous pairing with a previously occurring reflex.
Diagram of Conditioning ProcessBefore Conditioning
UCS UCR
meat dog
Diagram of Conditioning ProcessDuring Conditioning
NS UCR
meat dog
UCS
bell
Diagram of Conditioning Process
After Conditioning
CS CR
bell dog
Use of Classical Conditioning in
Marketing Techniques
Creates awareness to the presentation of stimulus due to the presentation of
previous conditioning stimulus (product) that would elicit emotional
response in consumers.
Marketing Techniques using Classical Conditioning
PrinciplesConditioning Responses to New Stimuli
UC CS EXAMPLESExciting Event A product or
Theme Song New product advertised in a big event (concert, rallies)
Patriotic Events or Music
A product or person
Patriotic music as background in commercials
Use of Familiar Stimuli to Elicit Responses
CS CR EXAMPLESPopular Music
Relaxation, excitement, good will
Christmas Songs in retail stores
Familiar Voices
Excitement, attention
Movie star narrating a commercial
Sexy Voices, Bodies
Excitement, attention, arousal
Calvin Klein, Victoria’s Secret
Familiar Cues
Excitement, attention, anxiety
Siren sounding, telephones or doorbells in commercials
Familiar Social Cues
Feelings of friendship and love
Televisions advertisement depicting calls from family
OPERANT CONDITIONING
Operant Conditioning
Created by B.F. Skinner
Also called Reinforcement Theory
The process of strengthening the S-R pattern by immediately following the response with the reinforcement stimulus.
Reinforcement is any stimulus that will maintain or increase the strength of a response.
Skinner’s Two Kinds of Learning
1) Respondent Conditioning (Classical Conditioning)
It refers to a particular paired stimulus (bar press and food pellets) that consistently elicits the response.
2) Operant Conditioning
This is voluntary behavior or a class of responses which is emitted or reinforced, thereby increasing the probability of responses.
Skinner’s Types of Reinforcement
1) Positive (Reward)This is a stimulus that when presented, acts to strengthen the behavior that it follows.
2) NegativeThis is a stimulus which when presented, acts to diminish or extinguish the behavior that follows. Extinction is a good example of negative reinforcement.
3) Punishmenta. it is the withdrawal of a positive reinforcer.
b. it is the presentation of a negative reinforcer or aversive stimulus.
Schedules of Reinforcement
1) Ratio – it is based on the number of responses emitted. The response is reinforced only to a certain proportion of the occasion where it occurs.
Types of Ratioa) Fixed Ratio (FR)
The reinforcement is contingent upon the occurrence of a fixed number of responses.
b) Variable Ratio (VR)The number of responses required for reinforcement varies about some mean
or average.
Schedules of Reinforcement
2) Interval- refers to reinforcement given at interval or passage of time .
Types of Intervala) Fixed Interval (FI) The reinforcement occurs on a fixed time
schedule.
b) Variable Interval (VI)The length of time varies about some
given mean time. Reinforcements becomes available at variable intervals.
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