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35 Cards in this Set

  • Front
  • Back

Learning

A Change in behaviour that is caused by experience. Learning can occur through simple associations between a stimulus and a espies or via a complex series of cognitive activities.

Behavioural learning theories

Issues that learning occurs as a result of responses to external events.


Classical and operant/intrumental conditioning

Classical conditioning

Occurs when a stimulus that natural elicits a response (UCS) is paired with another stimulus that does not initially elicit this response. Over time the second stimulus (CS) comes to elicit the response as well.

Stimulus generalization

Stimulues discrimination

Operant conditioning

Occurs as the person learns to perform behaviour that produce positive outcomes and avoid this that result in negative outcomes.

Positve reinforcement

Where a reward is delivered following a response

Negative reinforcement

Where a negative outcome is avoided by not performing a response.

Punshiment

Where a response is followed by unpleasant events.

Operant condition rules

Fixed interval reinforcement


Variable interval reinforcement


Fixed ratio reinforcement


Variable ratio reinforcement

Fixed interval reinforcement

Variable interval reinfircement

Fixed ratio reinforcement

Variable ratio reinforcement

Cognitive learning

Occurs as a result of internal mental processes. Views people as problem solvers who actively use information from the world around them to master their environment.

Obervational learning

Takes place when a consumer performing a behaviour as a result of seeing someone else performing it and being rewarded for it.

Components of obervational learning

Attention -- Retention -- Production processes -- Motivation == Obervational learning

Marketning application for learning principles

*Focus on the associations between marketing stimuli and consumer responses


*Behavioura learning principles apply to many consumer phenomena, eg. in the creation of a distinctive brand image.


*The transfer of meaning from an unconditioned stimulus can explain why certain mage-up brand namescan exert such powerful effects on consumers.


*Marketer adopt stratgies such as repeating adverts, pairing products with positive stimulus.

Applications of stimulus generalisation

Familiy braning, product line extensions, licensing, look alike packaging.



Family branding

A variety of products capitalise on the reputation of a company name

Product line extensions

Where related products are added to an established brand.

Licensing

Where well known names are 'rented' by others.



Look alike packaging

When smaller companies use packaging that reminessence?? of well-known.

Applications of stimulus discrimination

Communicating a product's distinctiveness from the competition, enables consumers to differentiate the brand from others in the market place.


Promoting the unique attributes of a brand.

Taking advantage of instrumental and cognitive conditioning principles

Principles of instrumental conditioning are at work when a consumer is rewarded or punished for a product decision. Rewards can include thanking the consumer, rebates, discouts, calls, loyalty points etc.




Consumers ability to learn by observing how the behaviour ofothers is reinforced (cognitive learning) makes the marketersrole easier. Marketers can show what happens to desirablemodels who use their products.

Memory

Involves the process of acquring information and storing it over time so that it will be available when needed.

The memory process

External inputs -- Encoding -- Storage -- Retrieval.

Sensory memory

Attention

Short-term memory

Elaborative rehersal

Long-term memory

Facrots affecting memory retrieval

Physiological


Situational


Viewing environment


Mood congruence


Familiarity


Salience

Products as memory makes

Nostalgia


Used to retrieve memories about past experiences and are often valued for their ability to do this.

Measuring memory in marketing

Consumers are more likely to recognise an advertisement if it is presented to them than to recall one without being given any cues.