Buyer Behavior Chapter 7 Learning and Involvement.

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Presentation transcript:

Buyer Behavior Chapter 7 Learning and Involvement

Basic Elements for Learning Motivation  Acts as a spur to learning. Cues  Stimuli that give direction. Response  Behavior or action taken. Reinforcement  Satisfaction of drive.

Classical Conditioning Unconditioned Stimulus  Stimulus that routinely exists in the natural environment. Unconditioned Response  Response to stimulus that occurs by genetic predisposition. Conditioned Stimulus  Stimulus that is controlled by the experimenter or manipulator. Conditioned Response  Response to stimulus that results from “pairing” and conditioning.

Pavlovian Model Conditioned Stimulus (CS) Bell Conditioned Response (CR) Salivation Unconditioned Response (UR) Salivation Unconditioned Stimulus (US) Meat Paste Conditioned Stimulus (CS) Bell

Instrumental Conditioning Drive  Strong, impelling internal or external stimulus that stimulates activity. Cue  More mild stimulus that triggers or directs a particular action or behavior. Response  The action or behavior pattern sought by the experimenter Reinforcement  External stimulus that satisfies or alleviates the drive state.

Instrumental Conditioning PositiveNegative Learning Extinction The decrease in the probability of response on cue as the result of termination of reinforcement. The increase in the probability of response on cue as the result of previous reinforcement. The increase in the probability of response on cue as the result of termination of reinforcement. The decrease in the probability of response on cue as the result of previous

Instrumental Conditioning Try Option A Stimulus Situation Repeat Option D Unrewarded Try Option B Unrewarded Try Option C Unrewarded Try Option D Rewarded

Information Processing and Memory Store Sensory Store Sensory Input Forgotten: Lost Forgotten: Lost Working Memory (Short-Term Store) Working Memory (Short-Term Store) Rehearsal Long-Term Store Encoding Forgotten: Unavailable Retrieval

Modeling Primary Mode  Begins at infancy and continue throughout life. Speech  How child learns to speak and use language. Nonverbal Learning  Development of expression and body language. Affective Learning  Develops tastes and preferences by empathy.