4.2 classical conditioning + operant conditioning

Question 1

Neutral stimulus =
Unconditioned stimulus =
During conditioning:
After conditioning:

Answer 1

Neutral stimulus = bel
Unconditioned stimulus = eten
During conditioning: bel + eten
After conditioning: conditioned stimulus

Question 2

Classical Conditioning in Marketing Mostly used to explain

Answer 2

affect transfer in advertising\
o Stimulus leads to emotional response
o Try to elicit that response with a “neutral” stimulus

Question 3

Classical Conditioning in Marketing point of purchase

Answer 3

o Transfer positive Christmas affect to store/purchase situation

Question 4

Classical Conditioning in Marketing brand/marketing communication

Answer 4

Use stimuli that generate excitement, patriotism, nostalgia, sexuality etc.
o Positive affect transferred to brand -> marcom more effective!

Question 5

Classical Conditioning in Marketing - Wide variety of product categories

Answer 5

Food, cosmetics, politics

Question 6

Core charasteristics of classical conditioning (Wells 2014) 3

Answer 6

• Creation/elimination of CS/US (conditioned/unconditioned stimulus) links  Affect transfer - US characteristics - CS characteristics

Question 7

• Creation/elimination of CS/US (conditioned/unconditioned stimulus) links  Affect transfer 2

Answer 7

o Acquisition: Number of pairings for “transfer”?
o Extinction
 Omitting US
 Random presentation of CS and US
 But: hard to eliminate!

Question 8

• US characteristics 2

Answer 8

o Wide range: Music, Celebs, Humor etc.
o Any kind of stimulus that gives a ahappy feeling can work

Question 9

• CS characteristics 2

Answer 9

o Pre-exposure, familiarity
 Pre-exposure/familiarity hinders (later) conditioning
 Novelty stimulates faster conditioning
o In marketing terms: CS = brand/product!
 So CC works better for new, unknown brands because easier to attach new feelings about it

Question 10

• Operant/instrumental conditioning

Answer 10

o Altering probability of behavior occurring
o By changing consequences of behavior

Question 11

• Operant Conditioning vs. Classical Conditioning

Answer 11

o OC: behavior under conscious control
o OC: consequence (stimulus) after behavior
o So not a Stimulus-Response (S-R) model like CC!

Question 12

• operant conditioning methods More extreme view than Peter & Nord

Answer 12

o Mental processes not complementary to BMP  But basically irrelevant
o All that matters is cause and effect, not process  “Free will is an imagination”… (kinda like black box)

Question 13

Wells OC core essentials
- Sequence

Answer 13

first Response/behavior then Consequential stimulus (positive/negative)
o We need to look for the Drivers of likelihood behavior/response repetition

Question 14

• Types of consequences in Behavioral Perspective Model 2

Answer 14

o Utilitarian reinforcement Technical/functional qualities
o Informational/hedonic reinforcement Social/symbolic consequences

Question 15

Wells OC core essentials - Broad area of application

Answer 15

o Animal training, education, human resource management etc.

Question 16

Wells OC core essentials - Geared towards CONSUMER behavior marketing

Answer 16

o Actual behavior/experiences  Not related to observation e.g. not directly relevant for Marketing Communication!

Question 17

OC Positive reinforcement

Answer 17

(Positive) reward for behavior (not necessarily monetary)

Question 18

OC Negative reinforcement

Answer 18

Behavior removes negative stimulus  Reward by eliminating bad consequences
Reinforcement!  Stimulates behavior

Question 19

OC Extinction

Answer 19

No (positive) consequences (when expected) Eventually suppresses behavior

Question 20

OC punishment

Answer 20

Behavior  “worse situation” suppresses behavior
BUT: consumer perceives “punisher” negatively  avoids further contact (true behaviorism?)

Question 21

Schedules of reinforcement
- When/how often do we reinforce?
3

Answer 21

o Continuous vs. intermittent
 Fixed (elke 5 keer) vs. variable ratio (gebeurt maar random)
o Other intermittent schedules exist e.g. interval schedules!

Question 22

Reinforcement schedules and marketing
- Continuous schedule

Answer 22

o Product/service quality, saving/discount systems etc.
o 10% discount everytimem you buy

Question 23

Reinforcement schedules and marketing Fixed ratio schedule

Answer 23

o Every 5th coffee is free

Question 24

Reinforcement schedules and marketing - Variable ratio schedule

Answer 24

o Gambling, lotteries, contests
o Cheaper, resistant to extinction!

Question 25

Reinforcement schedules and marketing Schedules always combined with methods

Answer 25

o E.g. positive reinforcement with continuous/ratio schedule
o Enter Deslauriers & Everett 1977 (only exam material to extent discussed here)

Question 26

Enter Deslauriers & Everett 1977
Riding the bus & OC schedules
research set up 3 conditions

Answer 26

3 conditions
- Experiment -> Bus One
o 1. Continuous reinforcement
 Every rider receives a token
o 2. Variable ratio
 Every third rider on average receives a token
- Control Buses -> Bus Two and average ridership in other time slots
o 3. No reinforcement
 Nobody receives a token
- Variable ratio schedule: every third rider on average
o What makes the ratio variable/not fixed?
o Could fixed ratio be tested?
 Always reason from the “guinea pig’s” perspective!

Question 27

Enter Deslauriers & Everett 1977
Riding the bus & OC schedules
How can we get more people to use public transportation?”
Results & Implications - Effect of reinforcement

Answer 27

o Experimental Bus > Control Buses
o Positive reinforcement stimulates behavior ->
o Operant Conditioning works!

Question 28

Enter Deslauriers & Everett 1977
Riding the bus & OC schedules
How can we get more people to use public transportation?”
Results & Implications - - Effect of reinforcement schedule

Answer 28

No significant difference between continuous and ratio schedule
o Similar reinforcement at 1/3 of costs!

Question 29

Results & Implications conclusion

Answer 29

• So variable ratio schedule works just as good as continuous reinforcement? No this one does, what is wrong with the conclusion

Question 30

success of scratch cards, daily draws

Answer 30

• OC: Immediate reinforcement > delayed reinforcement

Question 31

Major ticket sales when prize is large

Answer 31

• OC: Big reward -> higher probability of behavior!

Question 32

People keep buying for a long time

Answer 32

• OC: Variable ratio schedules fairly resistant against extinction!