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SIU MKTG 305 - Learning in Marketing

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Learning Process:Behavioral Learning Theories:Behavioral learning theories: assume that learning takes place as the result of responses to external eventsTypes of Behavioral Learning Theories:Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.Classical Conditioning:Marketing Applications of Repetition:Marketing Applications of Stimulus Generalization:MKTG 305 1st Edition Lecture 7Outline of Last Lecture I. Perception process continued a. Attention b. InterpretationII. Stimulus organizationOutline of Current Lecture I. Why Memory and Learning are Important in MarketingII. Learning ProcessIII. Behavioral Learning TheoriesIV. Classical ConditioningV. Marketing Applications of RepetitionVI. Marketing Applications of Stimulus GeneralizationCurrent LectureWhy Memory and Learning are Important in Marketing:Think about a brand or a product category that you can link to your past memory.What is the relation between a brand (or a product) and you?How does that relation influence your consumption behaviors? (e.g., what benefits you derive from the consumption?)How does the company that produces the brand (or the product) benefit from it?Learning Process:-Products as reminders of life experiences-Products + memory = brand equity/loyaltye.g., Food poisoning (negative experience)http://www.youtube.com/watch?v=3xFeVvLt9ms (Look Before You Sip)Learning: a relatively permanent change in behavior caused by experiencesBehavioral Learning Theories:Behavioral learning theories: assume that learning takes place as the result of responses to externaleventsTypes of Behavioral Learning Theories:These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.Classical Conditioning:-Ivan Pavlov and his dogs-Rang bell, then squirt dry meat powder into dogs’ mouths-Repeated this until dogs salivated when the bell rangMeat powder = unconditioned stimulus (UCS) because natural reaction is droolingBell = conditioned stimulus (CS) because dogs learned to drool when bell rangDrooling = conditioned response (CR)Marketing Applications of Repetition:-Repetition increases learning-More exposures = increased brand awarenessHowever, too MUCH exposure leads to advertising wear outMarketing Applications of Stimulus Generalization:Stimulus generalization: tendency for a conditioned stimulus to evoke similar, unconditioned responses.Family brandinge.g., Rely on positive corporate images to sell different product lines (e.g., Samsung)Product line extensionse.g., Mr. Clean Magic Eraser, Mr. Clean AutodryLicensing: Rent well-known namesLook-alike packaging: Private-label brands put their products in similar packages to those of


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