COMMERCE 3MB3 Chapter Notes - Chapter 3: Brand Equity, Classical Conditioning, Operant Conditioning
25 Dec 2019
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Two major conditioning theories of learning: classical conditioning. Instrumental or operant conditioning: both focus on external events and behavioral response, instead of active mental processes. Establish a new (conditioned) relationship between that existing stimulus and the new stimulus that you want to condition: when conditioning is successful, the new stimulus will evoke the same response as the original one. Classical conditioning pavlov"s dogs classical conditioning - marketing. Classical conditioning: after repeated pairings of the us and cs, the beer is supposed to elicit the same response as the woman. Limited opportunity for close, unique pairings and repetition: us-cs order is important, more likely that we make cognitive associations between the two stimuli (paired associates and learned trigger features) Operant or instrumental conditioning: positive reinforcement (one form of reward, adding something desirable to the situation increases the probability of performing a behavior. Roll up the rim: repeated positive reinforcement leads to brand equity and loyalty.
