Chapter 9 Conditioning and Learning Processes

McGraw-Hill/Irwin

Copyright 2010 by the McGraw-Hill Companies, Inc. All rights reserved.

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. Can be accomplished not only with unconditioned stimuli, but also with previously conditioned stimuli. Classically conditioned behaviors are controlled by stimuli that occur before the behavior.
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Classical Conditioning (cont.)

The behaviors influenced by classical conditioning are assumed to be under the control of the autonomic nervous system. Affective responses often follow the principles of classical conditioning.

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Exhibit 9.1 - The Process of Classical Conditioning

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Classical Conditioning (cont.)

Implications for marketing and consumer behavior
Product-related stimuli Closer contact with products General emotional responses as a result of stimuli Stimuli at or near point of purchase

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Classical Conditioning (cont.)

Consumer research on classical conditioning
Classical conditioning is likely to be most useful for low-involvement purchases. It is also useful for high-involvement purchases.

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Classical Conditioning - Marketing Implications

Directs attention to the presentation of stimuli that, elicit affect in consumers, because of previous conditioning. Marketers may find it useful to condition responses to stimuli.

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Exhibit 9.2 - Some Marketing Tactics Consistent with Classical Conditioning Principles

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Operant Conditioning
Process of altering the probability of a behavior being emitted by changing the consequences of the behavior. Deals with behaviors that are usually under the conscious control of the individual. Operant behaviors are emitted because of consequences that occur after the behavior.

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Operant Conditioning (cont.)

At any given time there is a certain probability that an individual will emit a particular behavior. Response hierarchy is all of the possible behaviors arranged in descending order of probability of occurrence.

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Exhibit 9.3 - Operant Conditioning Methods

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Reinforcement Schedules
Continuous reinforcement schedule provides a reward after every occurrence of the desired behavior. A fixed ratio schedule is where every second, third, tenth, and so on response is reinforced. A variable ratio schedule occurs when a reinforcer follows a desired consequence on an average at one-half, one-third, or one-fourth (and so on) of the time the behavior occurs.
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Shaping
Process of arranging conditions that change the probabilities of certain behaviors not as ends in themselves but to increase the probabilities of other behaviors. Is not confined to a one-step process; it can be used to influence several stages in a purchase sequence.

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Discriminative Stimuli
Presence or absence of certain stimuli that can serve to change the probabilities of behavior. Can be presented before a behavior, and can influence whether the behavior occurs. Allows operant conditioners to account for the effects or antecedents to behavior on changing behavior.

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Exhibit 9.4 - Some Marketing Tactics Consistent with Operant Conditioning Principles

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Vicarious Learning
Processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred. Is also called modeling.

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Exhibit 9.5 - The Vicarious Learning Process

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Uses of Vicarious Learning in Marketing Strategy

Develop new responses Inhibit undesired responses Response facilitation

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Factors Influencing Modeling Effectiveness

Model and modeled behavior characteristics
If the sequence of the modeled behavior is detailed very carefully and vividly, modeling effects tend to increase.

Observer characteristics
Perceptive and confident people readily emulate idealized models who demonstrate highly useful behaviors.

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Factors Influencing Modeling Effectiveness (cont.)

Characteristics of modeled consequences
Positively reinforcing a models behavior is a key factor in facilitating vicarious learning.

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Vicarious Learning - Marketing Implications

Helpful in developing information contact behaviors. Used to increase store contact and product contact behaviors. Influences funds access and transactions; also influences consumption by demonstrating how a product can be used safely and effectively. Can affect communication by showing ads in which consumers tell others about how good a product is and encouraging them to buy it.
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Exhibit 9.6 - Some Applications of Modeling to Influence Consumer Behavior

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Summary
In classical conditioning, a neutral stimulus becomes capable of eliciting a response when repeatedly paired with a stimulus that naturally causes the response. Marketers use classical conditioning to create favorable affect and increase chances that consumers will perform desired behaviors. Operant conditioning deals with influencing behavior with both antecedents and consequences.
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Summary (cont.)
A discriminative stimuli by its mere presence or absence changes the probability of a behavior. In vicarious learning, an individual changes a behavior by watching others perform it and observing the consequences of it. Conditioning and modeling processes are commonly used in developing marketing strategies to influence consumer behavior.
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