Fichas
Behavioural Learning Theories
Fichas del conjunto (17)
- 1Behavioural Modification Perspective of Marketingfocuses more on environmental factors, as opposed to internal factors such as motives and attitudes, that influence behaviour (Nord and Peter, 1980)
- 2Learninga relatively permanent change in behaviour caused by experience. (Solomon et al., 2016)
- 3Incidental Learningthe process of unintentional knowledge acquisition e.g. brand names and jingles for products individuals don’t consumer (Solomon et al., 2016)
- 4Behavioural Learninglearning is a response to external events (Szmigin and Piacentini, 2015) and consists of two approaches:
Classical/Respondent conditioning
Operant/Instrumental conditioning - 5Classical/Respondent ConditioningPavlov's Dogs
A stimulus eliciting a response is paired with a stimulus that doesn’t elicit a response, overtime the 2nd stimuli elicits a response due to association
Reflexes and emotions can be influenced by respondent conditioning (Nord and Peter, 1980) - 6Classical Conditioning: RepetitionRepetition plays a significant role in increasing the strength of stimulus-response associations, or greater recall for marketers. This can lead to ‘wear-out’ (Szmigin and Piacentini, 2015)
- 7Uses of Classical ConditioningFamily Branding (Solomon et al., 2016)
Lookalike Packaging - Use of Gestalt Psychology's Principle of Similarity (Solomon, 2017) - 8Classical Conditioning - How toExternal stimuli which elicit positive emotions can be paired with the product in ways which result in the product itself eliciting positive – this will trigger behaviour to bring consumer closer to consuming product (Nord and Peter, 1980)
- 9Classical Conditioning - when?Stimuli can be used near point of purchase to elicit response e.g. Christmas music in shops to encourage Christmas shopping (Nord and Peter, 1980)
- 10Why Classical Conditioning?Conditioned brand attitudes are relatively resistant to being extinguished (Till et al., 2008)
- 11Operant/Instrumental Learninglearning occurs over time when an individual receives a reward or avoids punishment for the desired behaviour (Solomon et al., 2016)
focuses on changing the probability of an individual’s behaviour by changing the consequences to a behaviour (Nord and Peter, 1980) - 12Operant/Instrumental Learning - which?Operant conditioning is focused on behaviours believed to be under an individual’s conscious control (Nord and Peter, 1980)
- 13Operant/Instrumental Conditioning +Positive reinforcement – response is strengthened, and behaviour learned e.g. Clubcards, perfume adverts focus on this aspect of behaviour
- 14Operant/Instrumental Conditioning -Negative reinforcement – negative outcomes as punishment, learn to avoid repeating behaviour – avoiding the high-pressure tactics of an overzealous sales person by buying product (Nord and Peter, 1980)
- 15Brand Saliencea brands prominence or level of activation in memory (Solomon et al., 2016)
- 16Memorythe process of acquiring information and storing it for when it is required (Szmigin and Piacentini, 2015):
External inputs --> Encoding --> Storage --> Retrieval - 17Memory Diagram
Información
- Descripción
- Business/Economics Fichas sobre Behavioural Learning Theories, creado por Harry Carrington el 10/05/2019.
- Creado por
- Harry Carrington · may 2019
- Actualizado
- 14 may 2019
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- 4
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