Marketing Psychology: Classical Conditioning & Learning

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the primary mechanism through which children learn from their elders?

Trial and error

Direct instruction

Modeling (correct)

Conditioning

What does cognitive learning primarily involve?

Observational learning

Physical practice

Emotional responses

Acquiring new information (correct)

How do consumers demonstrate stimulus generalization?

They only respond to brand names they recognize.

They learn specific behaviors for each individual store.

They disregard past experiences and start anew.

They instinctively repeat responses to similar stimuli. (correct)

In marketing, what is a common strategy to encourage stimulus generalization?

Creating package similarities to existing brands Signup and view all the answers

Which of the following best describes modeling in the context of learning?

Learning by observing and imitating others. Signup and view all the answers

What type of cigarette is described as appealing to the independent, rugged, adventuresome man?

Masculine cigarette Signup and view all the answers

In classical conditioning, what is necessary for the pairing to be effective?

Constant pairing with another desirable stimulus Signup and view all the answers

What principle does Skinner's pigeon experiment illustrate?

Instrumental Learning Signup and view all the answers

What type of reward is given externally to the product in marketing?

Extrinsic reward Signup and view all the answers

What happens if a product is not intrinsically rewarding to the consumer?

Marketers may resort to extrinsic rewards Signup and view all the answers

Why do consumers learn to buy and use products with intrinsic rewards?

They find the product itself rewarding Signup and view all the answers

Which of the following is an example of an intrinsic reward?

Enjoying the taste of a beverage Signup and view all the answers

What is the effect of consumer patronage gained through extrinsic rewards like giveaways?

It usually does not last Signup and view all the answers

What is the primary function of stimulus discrimination in consumer behavior?

To help consumers distinguish between different stimuli Signup and view all the answers

Which type of memory is responsible for processing currently relevant information?

Short Term Memory Signup and view all the answers

What best characterizes episodic knowledge?

It involves descriptions of specific events Signup and view all the answers

How is information transferred from short term memory to long term memory?

By connecting it to existing knowledge and encoding it Signup and view all the answers

What type of memory specifically involves the properties of objects?

Semantic Memory Signup and view all the answers

Which of the following examples illustrates stimulus discrimination in marketing?

Launching a new brand with a distinct name Signup and view all the answers

What is the role of encoding in the memory process?

To assign meaning to information and categorize it for storage Signup and view all the answers

Which type of knowledge includes information about events witnessed by others?

Episodic Knowledge Signup and view all the answers

What primarily influences consumers' decision to adopt an innovation based on how much better it is compared to existing products?

Relative advantage Signup and view all the answers

Which factor describes the uncertainty consumers feel about an innovation's benefits and potential harms?

Perceived risk Signup and view all the answers

What does complexity in the context of innovation adoption refer to?

The difficulty in understanding the innovation Signup and view all the answers

Which element is crucial for a product to gain faster adoption due to its visibility and social communicability?

Communicability Signup and view all the answers

What does behavioral compatibility ensure when consumers consider adopting an innovation?

No changes to existing routine behaviors are necessary Signup and view all the answers

Which factor does trialability specifically relate to in the context of innovation adoption?

The ability to test the product on a small scale Signup and view all the answers

What concept explains why consumers may reject an innovation if it conflicts with their core values or attitudes?

Value compatibility Signup and view all the answers

What is indicated when consumers have a fondness for innovations from previous eras while also appreciating current technology?

Consumer nostalgia Signup and view all the answers

What is the purpose of rehearsal in memory retention?

To actively repeat information for long-term memory storage. Signup and view all the answers

Which technique uses nonsensical associations to aid memory?

Mnemonics Signup and view all the answers

How does elaboration improve memory retention?

By linking new information to existing knowledge. Signup and view all the answers

What distinguishes recognition from recall in terms of memory retrieval?

Recognition is based on identifying previously encountered stimuli. Signup and view all the answers

Which of the following best describes aided recall?

Recalling information with the help of clues. Signup and view all the answers

What is unaided recall?

Retrieving information without any prompts or hints. Signup and view all the answers

In what context would the external stimulus enhance memory retrieval?

In the process of recognition. Signup and view all the answers

Which of the following statements about memory techniques is true?

Repetition may not always lead to long-term retention. Signup and view all the answers

Study Notes

Classical Conditioning

Pairing a stimulus with a desired response: When a brand wants to elicit a positive response in the consumer, they pair the brand with a desired stimulus, such as color, look, feel of the ad, scenery, music, objects, or sound bits.
Example: Calvin Klein perfume is associated with youth because of the teenage models used in the ad.

Instrumental Learning

Skinner's Pigeons: Pigeons learned to peck at the correct door to receive food.
Instrumental Learning: Learning a behavior because it's rewarding.
Rewards: Marketers use two forms of rewards to make consumers learn to buy their products.
- Extrinsic Rewards: External to the product, such as coupons, rebates, and loyalty programs.
- Intrinsic Rewards: Built into the product, such as the pleasurable taste of Fruitopia or enjoyment from listening to Kesha's new album.
Consumer Patronage: Consumer patronage achieved through giveaways is not sustainable.
Product Focus: Brands aim to make their products intrinsically rewarding, so consumers buy them for the product itself, not just external rewards.

Modeling

Learning by observing others.
Children: Learn behaviors by imitating their elders.
Influencers: Marketers send products to influencers, hoping their followers will adopt the product.

Cognitive Learning

Learning by acquiring new information from written or oral communication.
New information is acquired incidentally, passively, deliberately, or actively.

Stimulus Generalization and Discrimination

Extending a learned response for one stimulus to similar but not identical stimuli.
Example: The consumer learns to act respectfully in a food store and generalizes that behavior to other stores.
Marketing Application: Using similar packaging for new products to associate them with the quality and prestige of a pre-existing successful brand.
Stimulus Discrimination: Perceiving two stimuli as different and responding differently to each.
Example: The consumer who has learned appropriate behavior in a store may not know how to act in a bar.
Marketing Application: Creating a new brand with a unique name to attract a new consumer segment.

Types of Consumer Memory

Memory: The place in the human brain where information is processed and stored.
Short-Term Memory (STM): Where current information is held and processed; also known as working memory.
- All new information enters STM first.
- The consumer decides to either memorize, file, use, or discard the information.
Long Term Memory (LTM): Storage for information not currently needed.
- Information is organized for retrieval.
- Prevents the mind from being overloaded with information.

All Knowledge is Divided into 2 Types:

Episodic Knowledge: Descriptions of events.
Episodic Memories: Memories of personally experienced or witnessed events.
Semantic Knowledge: Information about objects and their properties.
Semantic Memories: Memories of objects and their properties .

3 Methods of Encoding Information

Transferring information from STM to LTM.
Encoding: Assigning meaning to information and filing it in a category.
1. Repetition: Repeating something to memorize it.
- Rehearsal: Active repetition by the consumer.
2. Mnemonics: Memory devices that use associations to help remember information.
3. Elaboration: Connecting new information with previously stored information to identify meaning.

2 Methods for Remembering Information

Retrieving information from LTM to STM.
Recognition: Identifying a stimulus that has been previously encountered.
Recall: Accessing information from LTM without external stimulus.
- Unaided Recall: Remembering information without any cues.
- Aided Recall: Remembering information with cues.

6 Desirable Innovation Characteristics for Consumer Adoption

1. Relative Advantage: The perceived benefit of a new innovation compared to the current product.
2. Perceived Risk: Uncertainty about the potential benefits and risks of an innovation.
3. Complexity: Ease with which an innovation can be understood.
4. Communicability: The ease with which an innovation can be communicated.
5. Compatibility: The consistency of an innovation with consumer behavior, values, and routines.
6. Trialability: The possibility of trying an innovation on a smaller scale.

Consumer Nostalgia

Admiration for past innovations, products, technology, designs.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Explore the principles of classical conditioning and instrumental learning in marketing. Understand how brands pair stimuli to elicit positive consumer responses and the role of rewards in shaping consumer behavior. This quiz delves into key examples, including Calvin Klein and Skinner's pigeons, enhancing your knowledge of marketing psychology.