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CB - Week4 and Week5
CB - Week4 and Week5
CB - Week4 and Week5
CH4
Does it happens….
When you are dining in the restaurant,
sometimes you may hear the waiter say…
Is this you first time come here?
Do you need any introduction and
recommendations?
2
Does it happens….
Many public transportation employ chart,
broadcast or other methods to promote the idea
of priority seats
Why do we
promote?
3
Why many electronic products have manuals?
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That’s because they want to
1. Let customers know how to order, save
time, make the right decision
2. Let the passengers understand the
considerate behavior toward who have
needs
3. Let customers know how to use the device
7
Behavioral learning theories--
Classical conditioning
• A stimulus that elicits a response is paired
with another stimulus that initially does not
elicit a response on its own.
• Pavlov, an experiment on dog
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Classical conditioning
Pavlov does the experiment everyday
Before feeding the dog, Pavlov rattle the
until the dog connect foodBell
and the
conditioned bell first. The dog drools.won’t let dog
ringbell. Then the dog starts to
stimulus drool
drool when it hears the bell even
Conditioned without the food.
+ response
Unconditioned
stimulus Food
Unconditioned let dog drool
response
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Classical conditioning
• Components of Conditioning
Unconditioned stimulus (UCS)
Conditioned stimulus (CS)
Conditioned response (CR)
+
So
Unconditioned hot !
stimulus
Unconditioned
response
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How to apply classical
conditioning in
marketing?
• Conditioning Issues
Repetition
Stimulus generalization That's why
advertising and
Stimulus discrimination marketing activities
Extinction need to keep
coming up.
When the stimuli disappear,
consumer stop responding.
12
Marketing Applications of
Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too Much exposure leads to
advertising wear out
14
adding related products
Small brands imitate famous
brands to provoke consumers
awareness and association
15
Application in marketing-
Stimulus discrimination
• Occurs when a UCS does not follow a stimulus
similar to a CS. Reactions weaken and will soon
disappear
• Marketers have to provoke stimulus
discrimination of consumers by designing the
outstanding packaging and ads.
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Behavioral learning theories--
Instrumental Conditioning
• Also called Operant Conditioning
• Occurs when we learn to perform behaviors that
produce positive outcomes and avoid those that
yield negative outcomes.
• B.F. Skinner, an experiment on mouse
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Instrumental Conditioning
• Negative reinforcement
How a negative outcome can
• Punishment be avoided
• Extinction
When unpleasant events follow a
response.
20
Application in marketing-
Positive reinforcement
21
Application in marketing-
Negative reinforcement
Wear sunscreen to avoid
sunburn.
22
Application in marketing-
Negative reinforcement
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Application in marketing-
Punishment
We learn not to repeat
these behaviors.
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Application in marketing-
Extinction
25
Types of Reinforcement
26
Reinforcement categorization
• Limited marketing recourse
• It is important to determine the most effective
reinforcement schedule to use Fixed-interval
Time
Variable-
interval
Reinforcement
Fixed-ratio
Frequency
Variable-ratio
27
Variable-interval
Fixed-interval
Variable-ratio
Fixed-ratio
28
Marketing Applications of
Instrumental Conditioning
• Frequency marketing: rewards regular
purchasers with prizes that get better the more
they spend
Airline frequent flyer programs
29
Marketing Applications of
Instrumental Conditioning
• Gamification: turns routine actions into
experiences by adding gaming elements to tasks
that might otherwise be boring.
Points
Challenge
McDonald Monopoly
30
Cognitive theories
• Stresses the importance of internal mental
activities such as information processing and
interpretation in the body as we learn things.
How do consumers
learn financial
management via the
magazines?
31
Cognitive theories--
Observational Learning
• We can learn about products by observing
others’ behavior.
• people store these observations in memory as
they accumulate knowledge and then they use
this information at a later point to guide their
own behavior
• Social default: when people preoccupied with
other demands, we mimic others’ behaviors
• Modeling: the process of imitating the behavior
of others. 32
Observational Learning
• Four conditions for forming modeling:
The consumer’s attention must be directed to the
appropriate model.
The consumer must remember what the model says
or does.
The consumer must convert this information into
actions.
The consumer must be motivated to perform these
actions.
33
Observational Learning
34
Observational Learning
Consumers must
experience attention,
retention, production
and motivation;
otherwise, they go to
the counters and buy
the meal.
35
Memory
• A process of acquiring information and storing
it over time so that it will be available when
we need it.
• Consumer decision and behavior are
influenced by memory a lot.
36
How good is your memory
What’s the country of origin of Finland
NOKIA?
What color are Ronald Mcdonald’s shoes?
Red
Which brand does Fanta belong to ? The Coca-Cola
Company
About the Pepsi logo, is it blue on the
top or red on the top?
Can you name the colors of google
logo in sequence ?
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All the answers are storing in your memory,
however, why
Encoding Retrieval
Storage
The retention of encoded
material over time
39
Encoding stage
• The way we encode information helps to
determine how our brain stores it.
• It will be influenced by
Product knowledge
Brand name related to product features
Storytelling related to experience
40
Storage stage
41
Memory types
42
Sensory Memory
• Receive from five senses.
• Large capacity.
• Short duration.
• Role of attention.
44
Short-term Memory
• Stores information for a limited period of time.
• Limited capacity.
7±2 chunk
• Chunking: We combine smaller pieces of
information into larger chunks of information
45
Short-term Memory
27618936 How many chunks are they ?
For most people, each number represent 1 unit. There
are eight chunks.
12348888 How many chunks are they ?
For most people, there are two chunks. 1234 and 8888
46
Long-Term Memory
• Retain information for long periods of time.
• Elaborative rehearsal: a memory technique
that involves thinking about the meaning of
the term to be remembered
Catchy slogans & jingles
1. I'm lovin' it
2. Melts in your mouth, not in your hands
3. Think Different
4. ___ ___ gives you wings
5.
47
Associative Network
• The other products we associate with an
individual product influence how we will
remember it.
48
Retrieval Stage
• The process whereby people recover
information from long-term memory.
• People retrieve information on a pioneer brand
(first brand to enter a market) from memory
better than for follow brands.
• Prevent forgetting
Increase brand familiarity (marketing campaigns)
Novelty, highlight information
Image instead of words
49
You should know
50
You should know--
Behavior learning theory
51
You should know—
4 types of reinforcement
52
You should know--
cognitive theory
53
You should know--
Observational Learning
54
You should know--
memory type
55
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