ADM 3321 Lecture Notes - Lecture 14: Brand Equity, Learning, Reinforcement

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

Conditioning issues: repetition, stimulus generalization, stimulus discrimination, extinction. > consumers learn associations between stimuli in a rather simple fashion without more complex processes. > classical conditioning is a form of associative learning. > associative learning can occur for more complex reactions to stimuli as well. > ivan pavlov (russian physiologist) - introduced the concept of classical conditioning. > pavlov introduced the concepts of: unconditioned stimulus (ucs), conditioned stimulus (cs), > classic conditioning focuses on visual and olfactory cues that induce physiological responses related to consumer needs. > transferred meaning can be conditioned by fairly simple associations. > more exposure results in greater brand awareness. > but . too much exposure leads to advertising wear out. >tendency for stimuli similar to a conditioned stimulus (keys jangling resemble bell) to evoke similar, unconditioned responses. > occurs when a stimulus similar to a cs is not followed by a ucs. > reactions are thus weakened and will soon disappear.