Learning is a moderately perpetual change in conduct brought about by experience. The experience can be immediate or it very well may be noticed. Learning is a nonstop cycle. Learning is a continuous cycle. A buyer can gain from direct insight or vicariously by noticing occasions that influence others. This young man is pouring himself out in the learning process. There are a few taking in hypotheses that reach from those that attention on associations among activities and outcomes to those that emphasis on understanding complex connections and critical thinking. Hence, Behavioral learning hypotheses center around upgrade reaction associations. Intellectual hypotheses center around customers as issue solvers who realize when they notice connections. Behavior learning hypotheses center around improvement reaction associations. Behavior learning speculations center around upgrade reaction associations. Further, conduct learning hypotheses accept that learning happens as the aftereffect of reactions to outside occasions. Analysts who buy into this perspective don't zero in on inside points of view. All things being equal, they approach the brain as a black box and underscore the noticeable parts of conduct.
The noticeable angles comprise of things that go into the case (the improvements or occasions apparent from the rest of the world) and things that emerge from the case (the reactions, or responses to these boosts). If you will remember my thoughts are that we should be purposefully intentional to use our cognitive thought processes. There are two hypotheses that are kinds of social learning speculations: traditional molding and instrumental molding. Old-style molding is the point at which an improvement that gets a reaction is combined with another boost that at first doesn't get a reaction all alone. Instrumental molding is further likewise called operant molding. The individual figures out how to perform practices that produce positive results and to keep away from those that yield adverse results. It implies subsequently to condition conduct utilizing results.
Instrumental conditioning alludes to deliberate practices, while traditional conditioning attempts to condition reactions to compulsory practices. We'll cover more about old-style conditioning in the following slide. Traditional conditioning happens when an upgrade that gets a reaction is matched with another improvement that at first doesn't get a reaction all alone. Over the long run, the subsequent boost causes a comparative reaction since we partner it with the principal upgrade. 'Ivan Pavlov', a Russian physiologist who led research on assimilation in creatures, first showed this marvel in quite a while. He combined an unbiased upgrade (a chime) with a boost known to cause a salivation reaction in canines. The meat powder was an unconditioned stimulus (UCS) because it was naturally capable of causing the response. Over time, the bell became a conditioned stimulus (CS). The chime didn't at first reason salivation however the canines figured out how to connect the ringer with the meat powder and started to salivate at the sound of the ringer as it were. The drooling of these canine consumers because of a sound was a conditioned response (CR). Conditioning effects are more likely to occur after the conditioned (CS) and unconditioned(UCS) stimuli have been paired a number of times. This effect is known as repetition. Stimuli similar to a CS (Conditioned Stimulus) may evoke similar responses. This is known as stimulus generalization. Conditions may also weaken over time especially when a UCS(Unconditioned Stimuli) does not follow a stimulus similar to a CS (Conditioned Stimuli). This is called stimulus discrimination.
We can utilize these associations' marketing applications through repetition, conditioned product associations, and stimulus generalization. Thus, behavioral learning principles apply to many consumer phenomena, such as creating a distinctive brand image or linking a product to an underlying need. Therefore, the transfer of meaning from an unconditioned stimulus to a conditioned stimulus explains why made-up brand names, such as Marlboro, Coca-Cola, or Reebok, exert such powerful effects on consumers. The association between the Marlboro man and the cigarette is so strong that in some cases the company no longer even bothers to include the brand name in its ads that feature the cowboy riding off into the sunset. Conditioning effects are more likely to occur after the conditioned stimulus (CS) and the unconditioned stimulus (UCS) have been paired several times. Repeated exposures to the association increase the strength of the associations and prevent the decay of these associations in memory. Many classic advertising campaigns consist of product slogans repeated often to enhance recall. The Rolaids campaign asked, How do you spell relief? ROLAIDS is a personal favorite. But for this to work, the UCS (unconditioned stimulus) must repeatedly be paired with the CS (conditioned stimulus). Otherwise, extinction occurs. Extinction means that the association is forgotten. Even when associations are established, too much exposure can turn negative.
In that case, the association may change in terms of whether it is perceived as positive or negative. That what happened to Izod when its logo became too exposed on a variety of clothing and products. The process of stimulus generalization is critical to branding and packaging decisions that try to capitalize on consumer's positive associations with an existing brand or company name. Marketers can base some strategies on stimulus generalization. Family branding enables products to capitalize on the reputation of a company name. Marketers can use product line extensions by adding related products to an established brand. Licensing allows companies to rent well-known names. Distinctive packaging designs create strong associations with a particular brand. Companies that make generic or private-label brands and want to communicate a quality image often exploit this linkage when they put their products in similar packages to those of popular brands. Let us take time to engage in Reflection thereby increasing learning. Some advertisers use well-known songs to promote their products. They often pay more for the song than for original compositions. How do you react when one of your favorite songs turns up in a commercial? Why do advertisers do this? How does this relate to learning theory? Instrumental conditioning (or operant conditioning)occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. Whereas responses in classical conditioning are involuntary and fairly simple, we make those in instrumental conditioning deliberately to obtain a goal. We may learn the desired behavior over a period of time as a shaping process rewards our intermediate actions. Instrumental conditioning occurs in one of three ways:
1) positive reinforcement,
2) negative reinforcement,
3) punishment.
Positive reinforcement comes in the form of a reward. Negative reinforcement shows how a negative outcome can be avoided. Punishment occurs when unpleasant events follow a response. Extinction occurs when there is no reinforcement. In other words, the conditioning is not activated because it is not reinforced This figure will help you to reinforce the relationships among these four conditions. In addition to deciding whether to use positive reinforcement, negative reinforcement, or punishment, marketers also have to decide on a schedule. Marketers need to determine the most effective reinforcement schedule to use because this decision relates to the amount of effort and resources they must devote when they reward consumers who respond as they hope to their requests. Several schedules are possible. In a fixed interval reinforcement, the first response made brings the reward, and then on a specific set interval, future rewards are given. With variable interval reinforcement, one doesn't know when the reward will be offered. Because you don't know exactly when to expect the reinforcement, you have to respond at a consistent rate. In fixed ratio reinforcement, reinforcement only occurs after a fixed number of responses. The last type of reinforcement schedule is the variable-ratio schedule. This is the type of schedule used by slot machines.
In these situations, learning occurs as a result of vicarious rather than direct experience. People store these observations in memory as they accumulate knowledge and then they use this information at a later point to guide their own behavior. Modeling is the process of imitating the behavior of others. In the figure illustrated, you can see that for a marketer to instigate observational learning, four conditions must be met. First, the consumer's attention must be directed to the appropriate model and that person must be someone the consumer wishes to emulate. Second, the consumer must remember what the model says or does. Third, the consumer must convert this information into actions. Fourth, the consumer must be motivated to perform these actions. I find this graph absolutely intriguing as it identifies that a Consumer is Born, and children start accompanying their parents in the marketplace as early as one month old. The process of consumer socialization begins with infants. Within the first two years, children request products they want. By about age 5, most kids make purchases with the help of parents and grandparents. The figure shows the sequence of stages as kids turn into consumers. Parents exhibit different styles when they socialize with their children. They may be authoritarian, neglecting, or indulgent. Authoritarian parents are hostile, restrictive, and emotionally uninvolved. Neglecting parents are detached from their children and don't exercise much control over what the children do. Indulgent parents communicate more with their children about consumption-related matters and are less restrictive.
Memory is a process of acquiring information and storing it over time so that it will be available when we need it. Many people assume the mind works with an information processing approach. Data are input, processed, and output for later use in revised form. In the encoding stage, information enters in a way the system will recognize. In the storage stage, we integrate this knowledge with what is already in memory and warehouse it until it is needed. During retrieval, we access the desired information. Figure 3.3 summarizes the memory process. According to the information-processing perspective, there are three distinct memory systems: sensory memory, short-term memory, and long-term memory. Each plays a role in processing brand-related information, as summarized in the figure. Sensory memory stores the information we receive from our senses. This storage is temporary. If the information is retained for further processing, it passes through an attentional gate and transfers to short-term memory. Short-term memory also stores information for a limited period of time, and it has limited capacity. This system is working memory. It holds the information we are currently processing. Our memories can store verbal input acoustically or semantically. We store this information by combining small pieces into larger ones in a process we call chunking. A chunk is a configuration that is familiar and the person can think about it as a unit.
Long-term memory is the system that allows us to retain information for a long period of time. A cognitive process we call elaborative rehearsal allows information to move from short-term memory to long-term memory. Recent research suggests that long-term memory and short-term memory are interdependent systems. Depending on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others. These approaches are called activation models of memory. The more effort it takes to process information, the more likely it is that information will transfer into long-term memory. According to these activation models of memory, an incoming piece of information gets stored in an associative network that contains many bits of information. These storage units are knowledge structures like a complex spider web filled with pieces of data. Incoming information gets put into nodes that connect to one another. A marketing message may activate our memory of a brand directly or indirectly. If it activates a node, it will also activate other linked nodes much as tapping a spider's web in one spot sends movement reverberating across the web.
The process of spreading activation allows us to shift back and forth among levels of meaning. The way we store a piece of information in memory depends on the type of meaning we initially assigned to it. This meaning type then determines how and when something activates the meaning. The meaning types are listed in the slide. Brand-specific meaning refers to the memory stored in terms of the claims the brand makes. Ad-specific meaning refers to memories stored in terms of the medium or content of the ad itself. Brand identification is memory stored in terms of the brand name. Product category means memory stored in terms of how the product works or where it should be used. Evaluativereactions is memory stored as positive or negative emotions. Further, within a knowledge structure, we code elements at different levels of abstraction and complexity. Meaning concepts (like macho) get stored as individual nodes. We may combine these concepts into a larger unit we call a proposition or a belief. A proposition links two nodes together to form a more complex meaning. For example, Axe is a cologne for machomen is a proposition. One type of schema that is especially relevant to consumer behavior is a script. A script is a sequence of events an individual expects to occur. Identify the script you expect when you use a specific product.
We can measure recognition and recall. Ina typical recognition test, researchers show ads to subjects one at a time and ask if they have seen them before. In contrast, free recall tests ask consumers to independently think of what they have seen without being prompted first. Of course, measures of memory can be faulty. For one, they may be contaminated by response biases. For example, people tend to give yes responses to questions regardless of the question. People also suffer from memory lapses. Typical problems include omitting facts, averaging (or normalizing the memories by not reporting extreme cases), and telescoping (inaccurate recall of time). The illusion of truth effect may occur as well. This effect refers to the phenomenon of people remembering a claim is true when they have been told the claim is false. Nostalgia describes the emotions where we view the past with longing. We reference the good old days. When marketers play on nostalgia, they want us to attach our fond memories to new products. One way to do this is to introduce retro brands. A retro brand is an updated version of a brand from a prior historical period. The Mini Cooper, PT Cruiser, and Volkswagon's New Beetle are all retro brands. Retrieval is the process whereby we recover information from long-term memory. Many things affect our ability to retrieve information. One of those is how the marketer presents the information. Early memory theorists thought that memories just faded with time.
This is known as decay. Forgetting can also occur as a result of interference. Consumers may forget stimulus-response associations if they subsequently learn new responses to the same or similar stimuli. This is called retroactive interference. When prior learning interferes with new learning, this is called proactive interference. It is important for marketers to understand what can help us to remember so that messages can be planned appropriately. The process called state-dependent retrieval means that we are better able to access information if our internal state is the same at the time of recall as to when we learned the information. Familiarity and recall state that we are more likely to recall messages about items we are already familiar with. The salience of a brand refers to its prominence or level of activation in memory. Almost any technique that increases the novelty of a stimulus also improves recall. This result is called the von Restorff Effect. This explains why unusual advertising or distinctive packaging tends to facilitate brand recall. The intensity and type of emotions we experience at the time also affect the way we recall the event. We recall mixed emotions differently than unipolar emotions. Unipolar emotions become even more polarized over time. That means that good things seem even better and bad things even worse. The viewing context our ability to remember. That's why some marketers have begun to utilize hybrid ads. Hybrid ads have some kind of program-in to relate the commercial to the program shows. As we enter the end of the lecture, let us keep these pertinent facts in our memories. Marketers need to know how consumers learn in order to develop effective messages. Conditioning results in learning and learned associations can generalize to other things. Learning can be accomplished through classical and instrumental conditioning and through observing the behavior of others. We use memory systems to store and retrieve information.
Social Plugin