Transcript What do all of these things have in common? Write an

Influencing Behavior:
The Human Animal
Chapters 9-11
Analyze these ads.
How are the advertisers
attempting to influence
readers to purchase the product?
You will have 45 seconds to write
down your thoughts for each ad.
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The Wheel of Consumer Analysis
Key Ideas
•
Classical Conditioning
• Conditioned stimulus, unconditioned stimulus, unconditioned response,
conditioned response
•
Instrumental/Operant Conditioning
• Positive vs. negative reinforcement
• Punishment
• Extinction
• Shaping
• Social Learning (Modeling)
• Reward schedules
•
Applications to Marketing
Pavlov
Classical Conditioning
UCS
UCR
+
CR
CS
Another View
Let’s see this in action:
Phil Zimbardo
Training Your Roommate
Classical Conditioning - Another View
The Altoid Experiment
Exhibit 9.2
Skinner
Operant Conditioning
What does this
have to do with
consumer
behavior?
Quote…
All we need to know in order to describe and explain behavior
is this: actions followed by good outcomes are likely to recur ,
and actions followed by bad outcomes are less likely to recur.
-- Skinner (1953)
Key Terms
•
•
•
•
•
•
Positive reinforcement
• Response becomes more likely after a reward
Negative reinforcement
• Response becomes more likely after the termination of an aversive stimulus
• Not punishment! (punishment decreases the likelihood of behavior)
Punishment
• Response becomes less likely when it results in the administration of an
undesirable consequence or termination of a positive consequence
Extinction
• Response becomes less likely after it repeatedly fails to  desired outcome
• Related idea: Learned helplessness
Shaping
• Initially reinforce actions that only approach the desired response
• Gradually reinforce responses that come closer and closer to desired response
• Skinner Example; Example 2 – Training Jack to Roll Over
Vicarious Learning (or Modeling)
• We learn “response-consequence” contingencies by observing others
• Bandura’s classic study (modeling aggression)
Key Schedules of Reinforcement
•
Continuous
• Reward given each time desired response is performed (e.g., lever presses)
•
Fixed Ratio
• A reward is given after a fixed number of responses (every 2 presses)
• Leads to a high and steady level of responding
•
Fixed Interval
• A reward is given after first desired response occurs after a fixed time interval
(e.g., every 2 minutes)
• Scallop pattern; responding speeds up as end of time interval approaches
•
Variable Ratio
• A reward is given after a variable number of responses (sometimes 2 presses,
sometimes 5, sometimes 1)
• Leads to highly persistent responding; very hard to extinguish
Before Skinner…
Thorndike and Watson
Instrumental and Classical Conditioning
John
Watson
Edward
Thorndike
Zimbardo on Thorndike’s Law of Effect
and
Little Albert (classical & instrumental conditioning)
Skinner vs. Watson
Discriminative Stimuli
Or, How to Teach a Pigeon to Read
Click here to witness
The Most Amazing Video You Have Ever Seen
What does this have to do with CB?
Marketers use a variety of principles of reinforcement
to elicit the desire response from consumers
Exhibit 9.4
Let’s return to the ads.
How are the advertisers
attempting to influence
readers to purchase the product?
Use concepts from today’s lecture…