Lecture 7_ Feb 1st

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University of Guelph *

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Mechanical Engineering

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Oct 30, 2023

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Lecture 7: Feb 1st Week 4, Chapter 3 Classic Conditioning 1) Unconditioned stimulus ● The product/service itself (i.e meat) 2) Unconditioned response ● The response/feeling towards the stimuli (salivate) 3) Conditioned stimuli ● Association formed by brand to make consumers feel something (i.e bell rings when its time to eat) 4) Conditioned response ● The response conditioned/associated by brands/product/services (i.e salivate when bell rings) 5) Neutral stimulus ● The product/service/brand before ad ** find example of a brand using classic conditioning (touch, taste ect) - Responses are controlled by automatic nervous systems Evaluate conditioning : to form a positive stimulus transferred to neutral stimuli ● Misattribution : the connection built from memory - a link between brand/product and the unconditioned stimulus (USC) ○ When consumers USC changes so does the consumers attitude towards the brand Associative learning : form simple association between stimuli without involving memory or cognition ● Form association between more complex reactions (i.e credit card able to make larger purchases, feels less pain when spending money on it) ○ Repetitions : the more stimulus and responses are linked together, the more likely learning occurs ■ Too much rep can lead to ad wearout (but also any publicity is good publicity) ○ Remedies: repetition better to spread out through different channels ■ Repreate theme instead of exact content ○ Stimulus generalization : consumers may respond the same way to similar stimuli ■ I.e copy cat brand tries to bring similar feelings from global brand to copy cat brand (with similar packaging) ○ Stimulus Discriminatio n: consumrers learn to respond to original CS, but not a similar CS - reverse of stimulus generalization ■ I.e rival brands want to differentiate so consumers don’t build up

associations with the rival **Stimulus must always be presented before behavior Instrumental conditioning: learning behaviour with reward or punishment Instrumental vs Classical: - Both are behavioural BUT - Classical: involuntary and automatic, stimulus before behavioural, needs rep - Instrumental: learn behaviours (simple and complex) based on + and - outcomes - Behaviour is an instrument in getting the reward or avoiding punishment - Reponds deliberately, stimulus after behaviour and develop over time (shaping) 1) Positive reinforcement: - Presence of positive outcome - Increase behaviour 2) Negative reinforcement: - Absence of negative outcome - Increase behaviour 3) Punishment: - Presence of negative outcome - Decrease behaviour 4) Extinction: - Abstinence of positive outcome - Decrease behaviour Positive and negative reinforcement both motivate a certain behaviour Learning Schedule: ● To reinforce desired behaviour/frequency ○ This determines the amount of marketing resources necessary ● Reinforcement schedule: ○ Ratio: based on # of responses ○ Interval: reinforcement based on the amount of time passed after response *** practice differences between diff types of reinforcements & example of reinforcements Reinforcement Schedule: ● Fixed-ratio reinforcement ○ Occurs after a fixed number of responses ○ Motivate people to continue performing the same behaviour (frequent buyer

rewards) ● Value ration: ○ Unknown number of responses ○ People responded at a high and steady rates, difficult to extinguish (slot machines) ● Fixed interval reinforcement ○ Occurs after a specific time period ○ People respond slowly right after being reinforced but peed up before future reinforcement (seasonal statements) ● Variable Interval reinforcement ○ The time between two reinforcements varies around some average ○ People respond at a constant rate ** can be important to building customer loyalty (gamification)

Lecture 7_ Feb 1st

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