Influencing Behavior: The Human Animal Chapters 9-11

Analyze these ads. How are the advertisers attempting to influence readers to purchase the product? You will have 45 seconds to write down your thoughts for each ad.

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The Wheel of Consumer Analysis

Key Ideas Classical Conditioning Conditioned stimulus, unconditioned stimulus, unconditioned response, conditioned response Instrumental/Operant Conditioning Positive vs. negative reinforcement Punishment Extinction Shaping Social Learning (Modeling) Reward schedules Applications to Marketing

Pavlov Classical Conditioning UCS UCR CS CR +

Another View Let’s see this in action: Phil Zimbardo

Training Your Roommate

Classical Conditioning - Another View

The Altoid Experiment

Exhibit 9.2

Skinner Operant Conditioning What does this have to do with consumer behavior?

Quote… All we need to know in order to describe and explain behavior is this: actions followed by good outcomes are likely to recur, and actions followed by bad outcomes are less likely to recur. -- Skinner (1953)

Key Terms Positive reinforcement Response becomes more likely after a reward Negative reinforcement Response becomes more likely after the termination of an aversive stimulus Not punishment! (punishment decreases the likelihood of behavior) Punishment Response becomes less likely when it results in the administration of an undesirable consequence or termination of a positive consequence Extinction Response becomes less likely after it repeatedly fails to  desired outcome Related idea: Learned helplessness Shaping Initially reinforce actions that only approach the desired response Gradually reinforce responses that come closer and closer to desired response Skinner Example; Example 2 – Training Jack to Roll Over Skinner ExampleExample 2 – Training Jack to Roll Over Vicarious Learning (or Modeling) We learn “response-consequence” contingencies by observing others Bandura’s classic study (modeling aggression)

Key Schedules of Reinforcement Continuous Reward given each time desired response is performed (e.g., lever presses) Fixed Ratio A reward is given after a fixed number of responses (every 2 presses) Leads to a high and steady level of responding Fixed Interval A reward is given after first desired response occurs after a fixed time interval (e.g., every 2 minutes) Scallop pattern; responding speeds up as end of time interval approaches Variable Ratio A reward is given after a variable number of responses (sometimes 2 presses, sometimes 5, sometimes 1) Leads to highly persistent responding; very hard to extinguish

Before Skinner… Thorndike and Watson Instrumental and Classical Conditioning Zimbardo on Thorndike’s Law of Effect and Little Albert (classical & instrumental conditioning) Edward Thorndike John Watson Skinner vs. Watson

Discriminative Stimuli Or, How to Teach a Pigeon to Read Click here to witness The Most Amazing Video You Have Ever Seen

What does this have to do with CB? Marketers use a variety of principles of reinforcement to elicit the desire response from consumers

Exhibit 9.4

Let’s return to the ads. How are the advertisers attempting to influence readers to purchase the product? Use concepts from today’s lecture…