文档介绍：Chapter 3
Learning and
Memory
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
The Learning Process
Learning refers to a relatively permanent change in behavior that is caused by experience.
Learning is an ongoing process and we can learn:
Vicariously by observing events that affect others,
By incidental learning which is unintentional.
There are several theories to explain the learning process such as the Behavioral Theory and the Cognitive Theory.
Behavioral Learning Theories
Stimulus
Consumer
Response
Consumer’s Black Box
Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External Events.
Behavioral Learning Theory: Classical Conditioning
Classical Conditioning Occurs When a Stimulus That Elicits a Response is Paired With Another Stimulus That Initially Does Not Elicit a Response on It’s Own.
Unconditioned
Stimulus
(UCS)
Conditioned
Stimulus
(CS)
Conditioned
Response
(CR)
Factors That Affect the Classical Conditioning Process
Stimulus
Generalization
Stimulus
Discrimination
Repetition
Repetition
Marketing Applications of Behavioral Learning Principles
Creating Brand Equity
Conditioned Product Association
Stimulus Generalization
Family Branding
Product Line Extensions
Licensing
Look-Alike Packaging
Stimulus Discrimination
Behavioral Learning Theory: Instrumental Conditioning
Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learns to Perform Behaviors That Produce Positive es and to Avoid Those That Yield Negative es.
It Occurs in One of the Following Ways:
Punishment
Positive Reinforcement
Negative Reinforcement
Instrumental Learning
Reinforcement Schedules
Fixed - Interval
Variable - Interval
Fixed - Ratio
Variable - Ratio
Applications of Instrumental Conditioning
Reinforcement of Consumption
Frequency Marketing - reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased.
Cognitive Learning Theory: Obs