Consumer Learning

CONSUMER LEARNING

Katherine S. Chin

Consumer Learning

► process that continually evolves and changes as a result of newly acquired knowledge or through actual experience.

► knowledge or experience may be acquired through reading, thinking, observation, discussion, action or interaction.

Learning occurs when an individual would show a relative and permanent change of behavior in a situation as a result of practice and experience and as a product of knowledge.

Classical Conditioning also called Pavlovian conditioning, created by Ivan Pavlov

a theory he tested with a help of a dog and a bell

Classical Conditioning is a form of learning in which one stimulus, the conditioned stimulus or CS, comes to signal the occurrence of a second stimulus, the unconditioned stimulus or US.

The US is usually a biologically significant stimulus such as food or pain that elicits a response from the start; this is called the unconditioned response or UR.

The CS usually produces no particular response at first, but after conditioning it elicits the conditioned response or CR. 

Components of CC

1. Unconditioned Stimulus (UCS)

A stimulus that without conditioning will elicit a predictable response.

2. Unconditioned Response (UCR)A response that without conditioning will result predictably from UCS.

3. Neutral Stimulus (NS)

A stimulus that does not elicit the UR. Also called Orienting Stimulus (OS).

4. Conditioned Stimulus (CS)

A stimulus that will elicit a predictable response because of its previous pairing with a previously occurring reflex.

5. Conditioned Response (CR)

A predictable response to a stimulus that has influence because of its previous pairing with a previously occurring reflex.

Diagram of Conditioning ProcessBefore Conditioning

UCS UCR

meat dog

Diagram of Conditioning ProcessDuring Conditioning

NS UCR

meat dog

UCS

bell

Diagram of Conditioning Process

After Conditioning

CS CR

bell dog

Use of Classical Conditioning in

Marketing Techniques

Creates awareness to the presentation of stimulus due to the presentation of

previous conditioning stimulus (product) that would elicit emotional

response in consumers.

Marketing Techniques using Classical Conditioning

PrinciplesConditioning Responses to New Stimuli

UC CS EXAMPLESExciting Event A product or

Theme Song New product advertised in a big event (concert, rallies)

Patriotic Events or Music

A product or person

Patriotic music as background in commercials

Use of Familiar Stimuli to Elicit Responses

CS CR EXAMPLESPopular Music

Relaxation, excitement, good will

Christmas Songs in retail stores

Familiar Voices

Excitement, attention

Movie star narrating a commercial

Sexy Voices, Bodies

Excitement, attention, arousal

Calvin Klein, Victoria’s Secret

Familiar Cues

Excitement, attention, anxiety

Siren sounding, telephones or doorbells in commercials

Familiar Social Cues

Feelings of friendship and love

Televisions advertisement depicting calls from family

OPERANT CONDITIONING

Operant Conditioning

Created by B.F. Skinner

Also called Reinforcement Theory

The process of strengthening the S-R pattern by immediately following the response with the reinforcement stimulus.

Reinforcement is any stimulus that will maintain or increase the strength of a response.

Skinner’s Two Kinds of Learning

1) Respondent Conditioning (Classical Conditioning)

It refers to a particular paired stimulus (bar press and food pellets) that consistently elicits the response.

2) Operant Conditioning

This is voluntary behavior or a class of responses which is emitted or reinforced, thereby increasing the probability of responses.

Skinner’s Types of Reinforcement

1) Positive (Reward)This is a stimulus that when presented, acts to strengthen the behavior that it follows.

2) NegativeThis is a stimulus which when presented, acts to diminish or extinguish the behavior that follows. Extinction is a good example of negative reinforcement.

3) Punishmenta. it is the withdrawal of a positive reinforcer.

b. it is the presentation of a negative reinforcer or aversive stimulus.

Schedules of Reinforcement

1) Ratio – it is based on the number of responses emitted. The response is reinforced only to a certain proportion of the occasion where it occurs.

Types of Ratioa) Fixed Ratio (FR)

The reinforcement is contingent upon the occurrence of a fixed number of responses.

b) Variable Ratio (VR)The number of responses required for reinforcement varies about some mean

or average.

Schedules of Reinforcement

2) Interval- refers to reinforcement given at interval or passage of time .

Types of Intervala) Fixed Interval (FI) The reinforcement occurs on a fixed time

schedule.

b) Variable Interval (VI)The length of time varies about some

given mean time. Reinforcements becomes available at variable intervals.

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