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MKT 310 exam 1 review "Learning" chapter 3
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- 1what is learning?Learning is a relatively permanent change in behavior caused by experience. Learning can be intentional (deliberate learning) or unintentional (incidental learning).
- 2approaches to learningTwo major approaches have been used:
Classical Conditioning
Instrumental Conditioning - 3how do consumers learn from repeated experiences?.....??....
classical and instrumental conditioning?
they learn to act a certain way based on past experiences and the outcomes that followed their previous actions - 4classical conditioningClassical Conditioning:
Ivan Pavlov (1849 – 1936)
Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
Food (UCS) = Salivation (UCR)
Bell + Food = Salivation
Bell (CS) = Salivation (CR)
we become trained to recognize a controlled stimulus (one that does not directly elicit a response) as an uncontrolled stimulus (that does elicit a response on its own) and begin to react to the controlled stimulus the same way we would react to an uncontrolled stimulus due to our past experiences and related outcomes. - 5Instrumental ConditioningOccurs when the individual learns to perform behaviors that produce positive outcomes and to avoid behaviors that yield negative outcomes.
we acquaint certain actions (doing or not doing) with specific outcomes. We then go forward in the future to act in accordance with the desired outcome - 6types of feedback from instrumental conditioningPositive reinforcement
Negative reinforcement
Punishment - 7positive reinforcementthe presence of reward after behavior. Increases frequency of behavior.
Example: New outfit (e.g., getting compliments after wearing a new outfit).
we felt great wearing that outfit so will want to wear again. or possibly get more - 8Negative Reinforcementabsence of reward after nonbehavior. Increases frequency of behavior.
Example: New outfit (e.g., feeling miserable at home because you did not wear a certain outfit).
we regret not wearing that outfit so will be more likely to wear it next time - 9Punishmentthe presence of punishment after behavior. Decreases frequency of behavior.
Example: Bad product (e.g., unpleasant feelings after watching a bad movie)
we wish to avoid that unpleasant feeling - 10Conditioned Product AssociationsMarketers associate a product with a positive stimulus to create a desirable association
Pleasant atmosphere at a Starbucks coffee shop (CS) over time can be associated with the coffee (UCS) - 11extinction (danger of extinction)Conditioned response disappears if CS and UCS presented separately too often
Selling Starbucks products at supermarkets - 12stimulus generalizationis when different stimuli are too similar and generate the same reactions.
confusion between which action to take as a reaction to the stimulus because they are both evoking a response very similar.
creates a general confusion for which path to take.
this can create issues for marketing and advertisement because your stimulus can be too similar to a competitors stimulus and may evoke the same reaction.
brands can also capitalize on stimulus generalization because they may know how they feel when you buy one of their products and like that feeling and therefore buy another type of their product offerings because you think that you'll get the same feeling from it
dont know what brand to buy because they both are know to evoke same experience ????????? - 13stimulus discriminationwhen unique attributes or characteristics are affiliated with a product or a course of action.
this is good for marketing or advertisement because you want ppl to feel as if your product or offering is providing them something that your competitors products or offerings are not.
marketers want ppl to take a different course of action, so he or she does not make same behavior they have made in the past - 14nikes main marketing strategies to maintain market positionnike enters new markets to maintain their brand position
targets new athletes (nike uses lead users - the ppl viewed as the best in their sport) to demonstrate their superior brand and develop their products to be the best
***pyramid of influence***
ppl see someone like micheal jordan wearing noke, they want to wear nike as well. feel that they will be able to improve their performance while using the same brand as the pros
NIKE is calculated so they do not dilute their brands
attract new customer segments, new demographics, new product categories, target users at all levels and demonstrate the benefits of their brands
Nike is successful due to their ability to appeal to different learning styles
***exposed as excellent performance = instrumental learning****
***show that its more than just sports it daily life and comfortable healthy lifestyle = classical learning
**showing them, ppl are trained to imitate = observational learning**
nike success as trickled over to other product lines and extension
****stimulus generalization***
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- review for exam. chapter 3. learning
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- ericjordan92
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