consumer behavior ch4

instrumental conditioning

(also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. (behavior using consequences)

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-level 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.

Parents exhibit different styles when they socialize their children. What are the 3 styles?

-Authoritarian parents -Neglecting parents -Indulgent parents

cognitive learning

-Learning based on mental information processing -Often in response to problem solving

Classical conditioning issues

-Repetition -Stimulus generalization -Stimulus discrimination

Marketing application of repetition

-Repetition increases learning -More exposures = increased brand awareness -When exposure decreases, extinction occurs -However, too MUCH exposure leads to advertising wear out

Components of Classical Conditioning

-Unconditioned stimulus -Conditioned stimulus -Conditioned response

2 types of behavioral learning theories

-classical conditioning -instrumental conditioning

positive reinforcement: negative reinforcement:

-comes in the form of a reward -shows how a negative outcome can be avoided

instrumental conditioning occurs in one of three ways:

-positive reinforcement -negative reinforcement -punishment (positive/negative)

Basic concepts of strategic applications of classical conditioning

-repetition -stimulus generalization -stimulus discrimination -conditioned product associations

4 steps to get to observational learning, and what they consist of

1. (attention) the consumer's attention must be directed to the appropriate model and that person must be someone the consumer wishes to emulate. 2. (retention) the consumer must remember what the model says or does. 3. (production processes) the consumer must convert this information into actions. 4. (motivation) the consumer must be motivated to perform these actions.

For a marketer to instigate observational learning, what four conditions must be met

1. attention -> 2.retention -> 3.production processes -> 4.motivation -> 5. observational learning

5 stages of consumer development

1. observing 2.making requests 3.making selections 4.making assisted purchases 5.making independent purchases

what two interrelated components does memory consist of

1. short-term memory (STM) aka working memory 2. long-term memory (LTM)

Five Spreading activation meaning types

1.Brand-specific 2.Ad-specific 3.Brand identification 4.Product category 5.Evaluative reactions

instrumental (operant) conditioning

A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors. Also requires a link between stimulus and a response

behavioral learning

Based on observable behaviors (responses) that occur as the result of exposure to stimuli

encoding

If held long enough, the information can be encoded, or given a word or visual image to represent the object.

long-term memory

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.

the marketing power of nostalgia:

Nostalgia and Retro-band

sensory memory

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

Short-term memory also stores information for a limited period of time, and it has limited capacity. This system is working memory. It holds 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.

Marketing application of stimulus generalization

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.

Model of Instrumental Conditioning

You can see this consumer tried on four brands. The first three brands ended with no rewards - they simply did not fit. The final brand, Brand D gave the consumer the reward of a perfect fit. The consumer has learned that these jeans are a good fit and will likely repeat this behavior the next time they are in the stimulus situation of needing good-looking jeans.

Classical conditioning

a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. (works to condition responses to involuntary behaviors)

semantic memory

a type of long term memory that is the basic knowledge and feelings an individual has about a concept

episodic memory

a type of long term memory that is the memory of a sequence of events in which a person participated

memory is a process of

acquiring information and storing it over time so that it will be available when we need it.

Neglecting Parents

are detached from their children and don't exercise much control over what the children do.

Authoritarian parents

are hostile, restrictive, and emotionally uninvolved.

2 major learning theories

behavioral and cognitive learning

Retro Band

brand is an updated version of a brand from a prior historical period.

how do we learn about products

by observing others' behavior

rehearsal

can be done either by repeating the information or relating it to other data.

There is a difference between ________ & _______ instrumental conditioning and both processes help consumers to learn about products

classical and instrumental

learning can be accomplished through

classical and instrumental conditioning, and through observing the behavior of others

Cognitive theories focus on

consumers as problem solvers who learn when they observe relationships

Nostaligia

describes the emotions where we view the past with longing.

marketers need to know how consumers learn in order to

develop effective messages

Marketers may resurrect popular characters to

evoke found memories to the past

The memory process

external inputs -> encoding -> storage -> retrieval

conditioning results in learning and learned associations can

generalize to other things

who does the process of consumer socialization begin with

infants

long term store

information here can last for relatively extended periods of time

evaluation reactions

is memory stored as positive or negative emotions.

product category

is memory stored in terms of how the product works or where it should be used.

brand identification

is memory stored in terms of the brand name.

long term memory

is that portion of total memory devoted to permanent information storage

short term memory

is that portion of total memory that is currently activated or in use

learning

is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

Short-term store

is the stage where information is processed. just held for a brief time

sensory store

is very short term; it is where an image or sound will last for just a few minutes and then be forgotten

stimulus generalization

is when a consumer applies a conditioned response to a stimulus that is not the same but is similar to a conditioned stimuli.

conditioning results in

learning

Behavioral learning theories assume that

learning takes place as the result of responses to external events.

There are several ___________ which range from those that focus on connections between actions actions and consequences to those that focus on understanding complex relationships and problem solving.

learning theories

ad-specific

meaning refers to memories stored in terms of the medium or content of the ad itself.

brand-specific

meaning refers to memory stored in terms of the claims the brand makes.

Pavlov's experiment

models of classical conditioning

a marketing message may activate

our memory of a brand directly or indirectly

Indulgent parents

parents communicate more with their children about consumption-related matters and are less restrictive.

what are 3 things that move information from one place to the next

rehearsal, encoding, and retrieval

Our brains process information about brands to

retain them in our memory

retrieval

retrieval, the last stage of our process, describes how we recover information. Situational cues are the most common reason to retrieve information.

2 types of long term memory

semantic memory episodic memory

there are 3 places where a consumer will store information before processing, and they are

sensory store, working memory(short-term store), and long-term store

behavioral learning theories focus on

stimulus-response connections

we use memory systems to

store and retrieve information

stimulus generalization

tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses. -family branding -product line extensions -licensing -look-alike packaging

Memory consists of

two interrelated components

Instrumental conditioning (or operant conditioning ) occurs when

we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.

observational leanring occurs when

we watch the actions of others and note the reinforcements they receive for their behaviors.