Chapter 7 - classical conditioning

Question 1

Define classical conditioning

Answer 1

According to his theory, conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response, serves to produce the same response when used alone.

Question 2

Give examples of a conditional stimulus, unconditional stimulus, unconditioned response and conditioned response

Answer 2

diagram

Question 3

What is neo-Pavlovian thinking and what does it require?

Answer 3

Optimal conditioning (strong association between US and CS) requires:

1. Forward conditioning (CS precede US)
2. Repeated pairings of CS and US
3. CS and US that logically belong together
4. CS that is novel and unfamiliar
5. US that is biologically salient

Question 4

List the strategic applications of classical conditioning

Answer 4

1. Repetition
2. Stimulus generalization
3. Stimulus discrimination

Question 5

Expand upon repetition as a strategic application of classical conditioning.

Answer 5

o Increases association between unconditioned and conditioned stimuli
o Slows pace of forgetting
o Advertising wear-out is a problem (satiated, attention and retention declines), vary adverts

Question 6

Expand upon Stimulus discrimination as a strategic application of classical conditioning.

Answer 6

o Selection of a specific stimulus from a group of similar stimuli
o Opposite of stimulus generalisation
o Basis for positioning which looks for ways to fulfil unique needs
o Product differentiation – most differentiation strategies designed to distinguish a product/brand based on relevant attributes. However, many differentiate based on irrelevant attribute such as colour or packaging.

Question 7

Expand upon Stimulus generalization as a strategic application of classical conditioning.

Answer 7

same response to slightly different stimuli
o Product line, form, category extensions – line (add different pronutro flavours); form (KitKat bar vs chunk); category (Lexus vs Toyota)
o Family branding – marketing all company products under same brand name (Mr. Price home vs clothes)
o Licensing – allowing brand name to be affixed to products of another manufacturer enabling instant recognition and implied quality