1. Learning

2. n The process by which experience leads to changes in knowledge, attitudes, and/or behavior. n Learning is relatively permanent. n Learning can be incidental or intentional.

3. How We Learn n Three Different Schools of Thought –Cognitive learning –Behavioral learning –Vicarious learning

4. Cognitive Learning Theory n Emphasizes role of memory and thinking--result of information processing. n Emphasizes problem solving, understanding relationships.

5. Goal Achievement Insight Purposive Behavior Cognitive Learning Theory

6. Behavioral Learning Theories n Stimulus-response theories –Making connections between a stimulus and some response to it. n Focus on external world of learning n Two basic types of behavioral theories: –Classical Conditioning –Instrumental conditions

7. Classical Conditioning n Pavlov n Pair a stimulus with another that already elicits a given response. n Learner is reactive. n Repetition of exposure to stimuli pairing results in conditioned response. n Conditioning also depends on ability to generalize stimuli.

8. Conditioned Stimulus (Brand) Unconditioned Response (Feelings of Pleasure) Unconditioned Stimulus (Scenes of love, happiness, etc.) Step 1 Step 3 Step 2 Associated with (in ad) Comes to be associated with (in consumers’ minds)

9. Unconditioned Stimulus Dinner Aroma Conditioned Response Salivation Unconditioned Response Salivation Conditioned Stimulus 6 o’clock news Conditioned Stimulus 6 o’clock news After Repeated Pairings

10. Optimal Conditioning Occurs When: n The CS precedes the US--forward conditioning, contiguity n There are repeated pairings of CS and US n The CS and US logically belong together n The CS is novel and unfamiliar n The US is biologically or symbolically salient

11. Stimulus Generalization n Consumer makes same response to a slightly different stimulus. n Applications: –Product line, form, and category extensions –Family branding –Licensing –Generalizing usage situations

12. Stimulus Discrimination n The ability to select a specific stimulus from among similar stimuli. n Marketers use this principle to help consumers distinguish between their product and a competitor’s. n Applications: –Positioning –Differentiation

13. Instrumental Conditioning n Operant conditioning. n Skinner. n Consumers learn new behavior as the result of reinforcements of earlier trials; the appropriate behavior is an instrument by which consumers can attain goals. n Learner is active.

14. Stimulus Situation (need good- Looking jeans) Try Brand A Try Brand D Try Brand C Try Brand B Unrewarded Tight in seatt Unrewarded Baggy in seatt Reward Perfect fit Repeat Behavior--Reinforcement

15. Reinforcement n The strengthening of learned associations between stimulus and response. n Positive reinforcers increase the probability of repeating behaviors. n Negative reinforcers decrease the probability of repeating behaviors.

16. Reinforcement, continued n Schedule of reinforcement n Shaping n Extinction

17. Observational Learning n Vicarious learning, modeling. n Consumers develop patterns of behavior by observing the actions of others.

18. Marketing Applications n Use spokespersons to model behaviors we want consumers to learn. n Modeling works best when: –Model is physically attractive. –Model is credible. –Model is successful. –Model is similar to the observer. –Model is shown overcoming difficulties.