Chapter 7 - instrumental conditioning Flashcards
Define instrumental conditioning (operant)
Based on a trial-and-error process, where positive experiences (reinforcement) from certain responses or behaviours lead to habits formed.
A link must be established between stimulus and response (behaviour). Stimulus that leads to most satisfying response will be learned
In what ways can behaviour be reinforced?
Positive, negative, punishment
Describe positive behaviour reinforcement
- Positive outcome
- Strengthens likelihood of repeated/learned behaviour
- Encourages behaviour
Describe negative behaviour reinforcement
- Diminishing or avoid negative experience
- Strengthens likelihood of repeated/learned behaviour
- Encourages behaviour
Describe punishment as a behaviour reinforcement
- Negative outcome
- Pain
- Reduces likelihood of repeated/learned behaviour
- Discourages behaviour
What do you understand by the term ‘extinction’
- Learned response no longer reinforced
* Link between stimulus and reward eliminated thus response eliminated
What do you understand by the term ‘Forgetting’
- Reinforcement forgotten
- Can return if remembered
- decay
List the strategic applications of instrumental conditioning
- Customer satisfaction
- Reinforcement schedules
- Shaping
- Massed vs distributed learning
Expand upon customer satisfaction as a strategic application of instrumental conditioning
• Satisfaction with product/service itself but also the environment, staff, extras.
o Product can be bad but other stuff so good that people want to come back
o Product can be good but other stuff so bad that people wont come back
• Creating a personal connection with customers goes far in creating satisfaction
• Relationship marketing – developing close relationship with customers is a non-product reinforcement. Going the extra mile to keep products aside etc.
Expand upon Reinforcement schedules as a strategic application of instrumental conditioning
- Some rewards do not have to be offered after each transaction. Promise of possible reward provides positive reinforcement
- Total schedule (continuous) – each time
- Systematic schedule (fixed) – every n’th time
- Random schedule (variable) – random basis
Expand upon Shaping as a strategic application of instrumental conditioning
- Before desired behaviour actually takes place
- Increases probability that desired consumer behaviour will take place
- Popular products at big discounts to encourage purchase of more products at same time
Expand upon Massed vs distributed learning as a strategic application of instrumental conditioning
- All at once or spread out?
- New product – massed for impact
- Long-term – distribution for reinforcement
When do marketers use instrumental conditioning
When they provide positive reinforcement by meeting customer satisfaction with the product, service and buying experience
