Conditioning and Learning Processes

Chapter 9

9-2

• 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– Unconditional stimuli– Unconditioned response– Conditioned response

Classical Conditioning

9-3

Classical Conditioning cont.

9-4

• Process of classical conditioning– 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

Classical Conditioning cont.

9-5

– 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

Classical Conditioning cont.

9-6

• Marketing and consumer behavior implications– Product-related stimuli– Closer contact– General emotional responses as a result of

stimuli– Stimuli at or near point of purchase

Classical Conditioning cont.

9-7

Classical Conditioning cont.• Consumer research on classical conditioning• Marketing implications

9-8

Operant Conditioning

• Process of altering the probability of a behavior being emitted by changing the consequences of the behavior

• Differs from classical conditioning in two important ways– Operant conditioning deals with behaviors that

are usually assumed to be under the conscious control of the individual

9-9

Operant Conditioning cont.

– Operant behaviors are emitted because of consequences that occur after the behavior

• At any given time there is a certain probability that an individual will emit a particular behavior

9-10

Operant Conditioning cont.

• Response hierarchy– Positive reinforcement occurs when the reward

increases the probability of the behavior being repeated

– Negative reinforcement can occur if the frequency of consumer behavior can also be increased by removing aversive stimuli

9-11

Operant Conditioning cont.

• How extinction can occur

• How punishment occurs

• Reinforcement schedules– Continuous– Fixed ratio– Variable ratio

9-12

Operant Conditioning cont.

• Shaping– Defined– Examples

• Discriminative stimuli– Presence or absence of certain stimuli– Often said to set the occasion for behaviors– Examples

9-13

Operant Conditioning cont.• Marketing implications

9-14

Vicarious Learning

• Processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred– Also called modeling

9-15

Vicarious Learning cont.

9-16

Vicarious Learning cont.

• Uses of vicarious learning in marketing strategy– Developing new responses– Inhibiting undesired responses– Response facilitation

9-17

Vicarious Learning cont.

• Factors influencing modeling effectiveness– Model and modeled behavior characteristics– Characteristics of observers– Characteristics of modeled consequences

• Marketing implications– Modeling can be helpful in developing

information contact behaviors

9-18

Vicarious Learning cont.

– Modeling can be used to increase store contact and product contact behaviors by demonstrating how consumers can get to a store or mall or find products

– Modeling can be used to influence funds access and transactions

– Modeling can be used to influence consumption by demonstrating how a product can be used safely and effectively

9-19

Vicarious Learning cont.

9-20

Summary

• Discussed classical conditioning

• Examined how marketers use classical conditioning to create favorable affect and increase chances that consumers will perform desired behaviors

• Operant conditioning was described

9-21

Summary cont.

• Learned that the antecedents to behavior that influence operant conditioning are called discriminative stimuli

• Examined how the consequence of behaviors are arranged to either increase or decrease the behaviors in the future

9-22

Summary cont.

• Vicarious learning and modeling was discussed

• Described how conditioning and modeling processes are commonly used in developing marketing strategies to influence consumer behavior