MKT 400 Lecture Notes - Lecture 3: Umbrella Brand, Look-Alike, Operant Conditioning
17 May 2018
School
Department
Course
Professor
Chapter 4: Learning and Memory
Learning
➢ The leaning process involves a relatively permamnet change in behaviour
caused by experience and incidental learning
(ex. Unintentional acquisition of knowledge); I is an ongoing process.
- Learning is a change in behaviour that is caused by experience
- Learning can occur through simple associations between a stimulus and
response or via complex series of cognitive activities
➢ Behavioural
Learning
Theories
➢ Assume that learning occurs as a result of responses to external events
➢ Classical
Conditionin
g
➢ Occurs when a stimulus that naturally elicits a response (an unconditioned
stimulus) is pared with another stimulus that does not initially elicit this
response
➢ Over multiple pairings, the second stimulus (the conditioned stimulus) comes
to elicit the response as well
➢ This response can also extend to other similar stimuli in a process known as
stimulus generalization
➢ This process is the basis for such marketing strategies as licensing and family
branding in which consumers positive associations with a product are
transferred to other contexts
Classial Coditioig is eeplified Palo’s Dog ig ell ad get food
1. Repetition
➢ The repeated exposure to a stimulus increases its
strength, which prevents extinction (advertising
jigles like oke is it
➢
➢ A person must be exposed to an ad many times
before it registers;
find more resources at oneclass.com
find more resources at oneclass.com
- Hoee, ads to ea out
2. Stimulus
Generalizatio
n
➢ Similar stimuli evoke similar responses
- Ex. To consumers, lookalike products are really
the same
- https://www.youtube.com/watch?v=p3r3NJw2o
tw
➢ Brand names and packahing that capitalize on
people’s positie assoiatios ith a eistig ae
e. The Uaished Tuth fo a ufiished
furniture store
- Family branding
- Product extensions
- Licensing
- Knock offs
- Look alike packing
3. Stimulus
Discriminatio
n
➢ Similar stimuli do not evoke smiliar responses
- do't e fooled iitatios! Get the Clu
- https://www.youtube.com/watch?v=J8VS0VB-
2Ms
➢ Stimulus dirscrimination can help emphasize a
podut’s distitie attiutes vis-à-vis its
competitors
➢
4. Conditioning
product
Association
➢ Music, humour, imagery and jingles affect the
credibility of the message
➢ Operant /
Instrument
al
Conditionin
g
➢ Also called operant conditioning
- people learn to perform behaviours that produce positive outcomes and
vice-versa
➢ Occurs as the person learns to perform behaviours that produce positive
outcomes and avoid those that result in negative outcomes
➢ Occurs when reinforcement is delivered following a response to a stimulus
Positive
Reinforcement
➢ Occurs when a desired response is
followed by the presentation of a
positive stimulus
Negative
Reinforcement
➢ Occurs when a desired response is
followed by the removal of a negative
stimulus
Punishment
➢ Occurs when a response is followed by
an unpleasant stimulus
➢ Extinction of the behaviour will occur is reinforcement is no longer received
Marketing Applications of Instrumental Conditioning principles
➢ In instrumental conditioning, a person is rewarded or punished for his / her
purchase decision
- E. Cest sloga look a, o aities ad feuet fle ileage poits
Reinforcement
of Consumption
➢ Thank you letters / rebates
find more resources at oneclass.com
find more resources at oneclass.com
Frequency
Marketing
➢ Frequent buyer programs and refined
marketing mixes
.
➢ Cognitive
Learning
➢ Occurs as the result of mental processes.
Is learning
Conscious or
Not?
➢ Do we develop conscious hypothesis and
then act?
➢ Or do we process information in an
automatic, passive way?
Observational
Learning
➢ Takes place when the consumer
performs a behaviour as a result of
seeing someone else performing it and
being rewarded for it
➢ We can observe others and see what happens to them when they use or don't
use or don't use a product
- Ex. Arnold palmer and his old tractor (for Penzoil)
Memory
➢ Memory refers to the storage of learned information
➢ The way information is encoded when it is perceived determines how it will be
stored in memory
➢ The memory systems known as sensory memory, short term memory and long
term memory each place a role in retaining and processing information from
the outside world
A. Encoding of
Information
for Later
Retrieval
➢ Brand names and product attributes
B. Memory
Systems
➢ 3 Systems that are interrelated
1. Sensory Memory: Received from sense (ex. Smell
of baking bread
2. Short-term memory: hukig is a a to
remember phone numbers or cram for a test
efoe pefoig a ai flush, the olde ou
get, the harder this seems to do
3. Types of meaning: Sensory meanings (ex. Colour
or shape) and semantic meanings (ex. Only rich
people drink champagne)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The leaning process involves a relatively permamnet change in behaviour caused by experience and incidental learning (ex. Unintentional acquisition of knowledge); i is an ongoing process. Learning is a change in behaviour that is caused by experience. Learning can occur through simple associations between a stimulus and response or via complex series of cognitive activities. Assume that learning occurs as a result of responses to external events. Occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is pared with another stimulus that does not initially elicit this response. Over multiple pairings, the second stimulus (the conditioned stimulus) comes to elicit the response as well. This response can also extend to other similar stimuli in a process known as stimulus generalization. This process is the basis for such marketing strategies as licensing and family branding in which consumers positive associations with a product are transferred to other contexts.
