COMM 362 Chapter Notes - Chapter 3: Classical Conditioning, Observational Learning, Measuring Instrument
Document Summary
Classical conditioning: occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own, eg. When product is overexposed, forms new associations: stimulus generalization: tendency of stimulus similar to a cs to evoke similar cr, eg. Piggybacking strategy may increase brand loyalty or decrease it: stimulus discrimination: when a stimulus similar to a cs is not followed by a ucs. In these situations reactions are weakened and will soon disappear: masked branding: companies deliberately hide a product"s true origin (eg. rickard"s red beer actually from molson. Applications of instrumental conditioning principles: reinforcement of consumption frequency marketing: reinforces the behaviour of regular purchasers by giving them prizes with values that increase along with the amount purchased (frequent flyer programs) Congitive learning theory: stresses the importance of internal mental processes people solving problems.
