Transcript Learning
Learning Learning The process by which experience leads to changes in knowledge, attitudes, and/or behavior. Learning is relatively permanent. Learning can be incidental or intentional. How We Learn Three Different Schools of Thought – Cognitive learning – Behavioral learning – Vicarious learning Cognitive Learning Theory Emphasizes role of memory and thinking--result of information processing. Emphasizes problem solving, understanding relationships. Cognitive Learning Theory Goal Purposive Behavior Insight Goal Achievement Behavioral Learning Theories Stimulus-response theories – Making connections between a stimulus and some response to it. Focus on external world of learning Two basic types of behavioral theories: – Classical Conditioning – Instrumental conditions Classical Conditioning Pavlov Pair a stimulus with another that already elicits a given response. Learner is reactive. Repetition of exposure to stimuli pairing results in conditioned response. Conditioning also depends on ability to generalize stimuli. Conditioned Stimulus (Brand) Step 1 Associated with (in ad) Unconditioned Stimulus (Scenes of love, happiness, etc.) Step 3 Comes to be associated with (in consumers’ minds) Step 2 Unconditioned Response (Feelings of Pleasure) Unconditioned Stimulus Dinner Aroma Conditioned Stimulus 6 o’clock news Unconditioned Response Salivation After Repeated Pairings Conditioned Stimulus 6 o’clock news Conditioned Response Salivation Optimal Conditioning Occurs When: The CS precedes the US--forward conditioning, contiguity There are repeated pairings of CS and US The CS and US logically belong together The CS is novel and unfamiliar The US is biologically or symbolically salient Stimulus Generalization Consumer makes same response to a slightly different stimulus. Applications: – Product line, form, and category extensions – Family branding – Licensing – Generalizing usage situations Stimulus Discrimination The ability to select a specific stimulus from among similar stimuli. Marketers use this principle to help consumers distinguish between their product and a competitor’s. Applications: – Positioning – Differentiation Instrumental Conditioning Operant conditioning. Skinner. Consumers learn new behavior as the result of reinforcements of earlier trials; the appropriate behavior is an instrument by which consumers can attain goals. Learner is active. Stimulus Situation (need goodLooking jeans) Try Brand A Unrewarded Try Brand B Unrewarded Tight in seatt Try Brand C Unrewarded Baggy in seatt Try Brand D Reward Perfect fit Repeat Behavior--Reinforcement Reinforcement The strengthening of learned associations between stimulus and response. Positive reinforcers increase the probability of repeating behaviors. Negative reinforcers decrease the probability of repeating behaviors. Reinforcement, continued Schedule of reinforcement Shaping Extinction Observational Learning Vicarious learning, modeling. Consumers develop patterns of behavior by observing the actions of others. Marketing Applications Use spokespersons to model behaviors we want consumers to learn. Modeling works best when: – Model is physically attractive. – Model is credible. – Model is successful. – Model is similar to the observer. – Model is shown overcoming difficulties.