Learning

Learning

The process by which experience leads to changes in knowledge, attitudes, and/or behavior.

Learning is relatively permanent. Learning can be incidental or

intentional.

How We Learn

Three Different Schools of Thought– Cognitive learning– Behavioral learning– Vicarious learning

Cognitive Learning Theory

Emphasizes role of memory and thinking--result of information processing.

Emphasizes problem solving, understanding relationships.

GoalGoal

AchievementInsight

PurposiveBehavior

Cognitive Learning Theory

Behavioral Learning Theories

Stimulus-response theories– Making connections between a stimulus

and some response to it. Focus on external world of learning Two basic types of behavioral theories:

– Classical Conditioning– Instrumental conditions

Classical Conditioning

Pavlov Pair a stimulus with another that already

elicits a given response. Learner is reactive. Repetition of exposure to stimuli pairing

results in conditioned response. Conditioning also depends on ability to

generalize stimuli.

ConditionedStimulus(Brand)

UnconditionedResponse

(Feelings ofPleasure)

UnconditionedStimulus

(Scenes of love, happiness, etc.)

Step 1

Step 3

Step 2

Associated with (in ad)

Comes to be associated with(in consumers’ minds)

Unconditioned StimulusDinner Aroma

Conditioned ResponseSalivation

Unconditioned ResponseSalivation

Conditioned Stimulus6 o’clock news

Conditioned Stimulus6 o’clock news

After Repeated Pairings

Optimal Conditioning Occurs When:

The CS precedes the US--forward conditioning, contiguity

There are repeated pairings of CS and US The CS and US logically belong together The CS is novel and unfamiliar The US is biologically or symbolically

salient

Stimulus Generalization

Consumer makes same response to a slightly different stimulus.

Applications:– Product line, form, and category

extensions– Family branding– Licensing– Generalizing usage situations

Stimulus Discrimination

The ability to select a specific stimulus from among similar stimuli.

Marketers use this principle to help consumers distinguish between their product and a competitor’s.

Applications:– Positioning– Differentiation

Instrumental Conditioning

Operant conditioning. Skinner. Consumers learn new behavior as the

result of reinforcements of earlier trials; the appropriate behavior is an instrument by which consumers can attain goals.

Learner is active.

StimulusSituation

(need good-Looking jeans)

TryBrand A

TryBrand D

Try Brand C

TryBrand B

Unrewarded

UnrewardedTight in seatt

UnrewardedBaggy in seatt

RewardPerfect fit

Repeat Behavior--Reinforcement

Reinforcement

The strengthening of learned associations between stimulus and response.

Positive reinforcers increase the probability of repeating behaviors.

Negative reinforcers decrease the probability of repeating behaviors.

Reinforcement, continued

Schedule of reinforcement

Shaping

Extinction

Observational Learning

Vicarious learning, modeling.

Consumers develop patterns of behavior by observing the actions of others.

Marketing Applications

Use spokespersons to model behaviors we want consumers to learn.

Modeling works best when:– Model is physically attractive.– Model is credible.– Model is successful.– Model is similar to the observer.– Model is shown overcoming difficulties.