4.2 classical conditioning + operant conditioning Flashcards
Neutral stimulus =
Unconditioned stimulus =
During conditioning:
After conditioning:
Neutral stimulus = bel
Unconditioned stimulus = eten
During conditioning: bel + eten
After conditioning: conditioned stimulus
Classical Conditioning in Marketing Mostly used to explain
affect transfer in advertising\
o Stimulus leads to emotional response
o Try to elicit that response with a “neutral” stimulus
Classical Conditioning in Marketing point of purchase
o Transfer positive Christmas affect to store/purchase situation
Classical Conditioning in Marketing brand/marketing communication
Use stimuli that generate excitement, patriotism, nostalgia, sexuality etc.
o Positive affect transferred to brand -> marcom more effective!
Classical Conditioning in Marketing - Wide variety of product categories
Food, cosmetics, politics
Core charasteristics of classical conditioning (Wells 2014) 3
- Creation/elimination of CS/US (conditioned/unconditioned stimulus) links Affect transfer - US characteristics - CS characteristics
- Creation/elimination of CS/US (conditioned/unconditioned stimulus) links Affect transfer 2
o Acquisition: Number of pairings for “transfer”?
o Extinction
Omitting US
Random presentation of CS and US
But: hard to eliminate!
- US characteristics 2
o Wide range: Music, Celebs, Humor etc.
o Any kind of stimulus that gives a ahappy feeling can work
- CS characteristics 2
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
- Operant/instrumental conditioning
o Altering probability of behavior occurring
o By changing consequences of behavior
- Operant Conditioning vs. Classical Conditioning
o OC: behavior under conscious control
o OC: consequence (stimulus) after behavior
o So not a Stimulus-Response (S-R) model like CC!
- operant conditioning methods More extreme view than Peter & Nord
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)
Wells OC core essentials
- Sequence
first Response/behavior then Consequential stimulus (positive/negative)
o We need to look for the Drivers of likelihood behavior/response repetition
- Types of consequences in Behavioral Perspective Model 2
o Utilitarian reinforcement Technical/functional qualities
o Informational/hedonic reinforcement Social/symbolic consequences
Wells OC core essentials - Broad area of application
o Animal training, education, human resource management etc.
Wells OC core essentials - Geared towards CONSUMER behavior marketing
o Actual behavior/experiences Not related to observation e.g. not directly relevant for Marketing Communication!
OC Positive reinforcement
(Positive) reward for behavior (not necessarily monetary)
OC Negative reinforcement
Behavior removes negative stimulus Reward by eliminating bad consequences
Reinforcement! Stimulates behavior
OC Extinction
No (positive) consequences (when expected) Eventually suppresses behavior
OC punishment
Behavior “worse situation” suppresses behavior
BUT: consumer perceives “punisher” negatively avoids further contact (true behaviorism?)
Schedules of reinforcement
- When/how often do we reinforce?
3
o Continuous vs. intermittent
Fixed (elke 5 keer) vs. variable ratio (gebeurt maar random)
o Other intermittent schedules exist e.g. interval schedules!
Reinforcement schedules and marketing
- Continuous schedule
o Product/service quality, saving/discount systems etc.
o 10% discount everytimem you buy
Reinforcement schedules and marketing Fixed ratio schedule
o Every 5th coffee is free
Reinforcement schedules and marketing - Variable ratio schedule
o Gambling, lotteries, contests
o Cheaper, resistant to extinction!
Reinforcement schedules and marketing Schedules always combined with methods
o E.g. positive reinforcement with continuous/ratio schedule
o Enter Deslauriers & Everett 1977 (only exam material to extent discussed here)
Enter Deslauriers & Everett 1977
Riding the bus & OC schedules
research set up 3 conditions
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!
Enter Deslauriers & Everett 1977
Riding the bus & OC schedules
How can we get more people to use public transportation?”
Results & Implications - Effect of reinforcement
o Experimental Bus > Control Buses
o Positive reinforcement stimulates behavior ->
o Operant Conditioning works!
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
No significant difference between continuous and ratio schedule
o Similar reinforcement at 1/3 of costs!
Results & Implications conclusion
- So variable ratio schedule works just as good as continuous reinforcement? No this one does, what is wrong with the conclusion
success of scratch cards, daily draws
- OC: Immediate reinforcement > delayed reinforcement
Major ticket sales when prize is large
- OC: Big reward -> higher probability of behavior!
People keep buying for a long time
- OC: Variable ratio schedules fairly resistant against extinction!
