Lecture 4
What is learning
• When experience or practice results in a relatively permanent change in behavior
Why is understanding of learning important?
• By understanding learning one can understand underlying strategies of campaigns, advertisements etc.
Three types of learning 3 types of Learning
1. Classical conditioning
2. Operant conditioning study 3 Celebrity product
3. Cognitive learning types of reinforcement schedules
3typesof cognitive learning
1. Classical conditioning
• Learning of associations between two happenings
◦ Something innate --> old evolutionary phenomenon
• Ex. Experiment with the dog and the bell (food) and connection to
drooling --> Pavlov
• In marketing: used to activate a response
• Barcardi:
◦ Unconditioned stimulus (sexy look) --> unconditioned response
(sexual arousal)
because of associating
◦ Pairing sexy look with corona corona withsexy
looks
◦ Conditioned stimulus (corona) --> conditioned response (sexual
arousal)
• Pepsi: does the same with happy scenes to make people happy and then associate this happy feeling with pepsi
• Galvanic skin response: skin will get bit sweaty when lying or aroused
Experiment: E ect of music on the consumer choice
Gon (1982)
• Students were exposed to either a blue or beige pen while either liked or disliked music was played for a minute
• Results showed that in like music the condition 79% chose the pen in the color that was displayed and in the
disliked music condition only 30% chose the pen
• Criticisms
◦ The liked song was Grease
◦ Participants were moved from the sample
• Can a single pairing of music with an advertised product condition product choice?
• Design:
◦ 2 (red vs blue) x 2 (liked music vs disliked music) between subjects
‣ Red or blue cell phone cover
‣ Liked music: we found love by Rihanna
‣ Disliked music: we found love cover by unknown artist
◦ Students had to choose between two cell phone covers
• Measurements
◦ Phone cover choice, attitudes towards the color, attitude towards music et cetera
• Results
worksfor
Lowinvolvement
, Experiment: celebrities and classical conditioning
Till, Stanley and Priluck (2008)
• Study 1: paring a celebrity with product lead to more favorable attitudes towards the product
• Study 2: the di erence in attitudes toward the product will be even greater when there is a t between the
celebrity and the product
• Study 3: the conditioned e ect remains robust in spite of extinction trials
effect
dissappears
time
over
Extinction of classical conditioning
• Conditioned reaction will disappear when (a stimulus similar to) the CS
is not followed by a UCS
• Condition e ect fades out
• If the dog will never get food after the bell he wont salivate over time
• Never go away entirely
Conditioning and generalization
• Tendency of stimulus similar to a CS to evoke similar, conditioned responses Cs conditioned
• Lookalike packaging --> copy cat product Stimulus
• Family branding --> same brand di erent products
4 Unconditioned
• Products can freeride on the e ect
Stimulus discrimination
• One will only respond to a stimulus that is the same as the original conditional stimulus
• Guarantee label or aspects
What is learning
• When experience or practice results in a relatively permanent change in behavior
Why is understanding of learning important?
• By understanding learning one can understand underlying strategies of campaigns, advertisements etc.
Three types of learning 3 types of Learning
1. Classical conditioning
2. Operant conditioning study 3 Celebrity product
3. Cognitive learning types of reinforcement schedules
3typesof cognitive learning
1. Classical conditioning
• Learning of associations between two happenings
◦ Something innate --> old evolutionary phenomenon
• Ex. Experiment with the dog and the bell (food) and connection to
drooling --> Pavlov
• In marketing: used to activate a response
• Barcardi:
◦ Unconditioned stimulus (sexy look) --> unconditioned response
(sexual arousal)
because of associating
◦ Pairing sexy look with corona corona withsexy
looks
◦ Conditioned stimulus (corona) --> conditioned response (sexual
arousal)
• Pepsi: does the same with happy scenes to make people happy and then associate this happy feeling with pepsi
• Galvanic skin response: skin will get bit sweaty when lying or aroused
Experiment: E ect of music on the consumer choice
Gon (1982)
• Students were exposed to either a blue or beige pen while either liked or disliked music was played for a minute
• Results showed that in like music the condition 79% chose the pen in the color that was displayed and in the
disliked music condition only 30% chose the pen
• Criticisms
◦ The liked song was Grease
◦ Participants were moved from the sample
• Can a single pairing of music with an advertised product condition product choice?
• Design:
◦ 2 (red vs blue) x 2 (liked music vs disliked music) between subjects
‣ Red or blue cell phone cover
‣ Liked music: we found love by Rihanna
‣ Disliked music: we found love cover by unknown artist
◦ Students had to choose between two cell phone covers
• Measurements
◦ Phone cover choice, attitudes towards the color, attitude towards music et cetera
• Results
worksfor
Lowinvolvement
, Experiment: celebrities and classical conditioning
Till, Stanley and Priluck (2008)
• Study 1: paring a celebrity with product lead to more favorable attitudes towards the product
• Study 2: the di erence in attitudes toward the product will be even greater when there is a t between the
celebrity and the product
• Study 3: the conditioned e ect remains robust in spite of extinction trials
effect
dissappears
time
over
Extinction of classical conditioning
• Conditioned reaction will disappear when (a stimulus similar to) the CS
is not followed by a UCS
• Condition e ect fades out
• If the dog will never get food after the bell he wont salivate over time
• Never go away entirely
Conditioning and generalization
• Tendency of stimulus similar to a CS to evoke similar, conditioned responses Cs conditioned
• Lookalike packaging --> copy cat product Stimulus
• Family branding --> same brand di erent products
4 Unconditioned
• Products can freeride on the e ect
Stimulus discrimination
• One will only respond to a stimulus that is the same as the original conditional stimulus
• Guarantee label or aspects
