MKTG2501 Lecture Notes - Lecture 5: Procedural Knowledge, Reinforcement
10 Aug 2018
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Lecture 5: perception, learning & memory (part 2) When individual learns to perform behaviours that produce positive outcomes & avoid behaviours with negative outcomes. Wet hands dry hands with towel dry hands, in the future he will dry hands with towel when they are wet: punishment when a response is followed by unpleasant events. Frequency marketing giving rewards with values that reinforces regular purchasers, increasing amount purchased. Applies reinforcement after a specific # of responses. When reinforcement is provided after a specific known period of time. Loyalty reward card if you buy 10 times tickets for the cinema the 11th time its free entrance. (reward after specific time) Cyber mondays once a year, so consumer waits a lot of time until this day arrive and start buying more. Reward them for a specific time of consume so they continue buying. Consumer wait a certain amount of time until this reinforcement is provided and in that specific period start buying more.
