Learning

Question 1

What is the difference between cognitive and behavioural learning theories?

Answer 1

Cognitive: stress the importance of internal mental processes; information is actively processed until an individual makes sense of it (combined and integrated with existing information)

Behavioural: emphasise the routine/automatic nature of conditioning- environmental events

= both models create associations between actions, objects, people, ideas etc. in memory which gives them meaning

Question 2

What are the two approaches to cognitive learning, for problem solving and what is rote memorisation?

Answer 2

PROBLEM SOLVING:
1. Assimilation: is new information (on an event, person, object) into an existing schema. e.g. Horse with stripes

2. Accommodation: adapt an existing schema in a way that accounts for the new information e.g. not a horse, a zebra

ROTE MEMORISATION: (maintenance rehearsal) info is rehearsed to retain it in short term memory and potentially store it in long term one

Question 3

What are the two approaches to behavioural learning?

Answer 3

1. Classical conditioning: process where a previously neutral stimulus by being paired with an unconditioned stimulus, elicits response similar to the original response. (Pavlov’s dogs experiment) = useful for repositioning, toilet paper + dog
2. Instrument/operant conditioning: behaviour is modified by the consequences of behaviour. recognising learning can be encouraged through us of positive and negative reinforcers.

Question 4

What is the importance of classical conditioning for marketers? (3 things)

Answer 4

1. Attention: increases attention to promotional activities, new product
2. Brand attitude: create/reinforce positive evaluations of & behaviour towards product
   3 .Behaviour: influence behaviour in particular environment

Question 5

What are some typical reinforcers of operant conditioning?

Answer 5

1. Rewards:
   - positive reinforcement; presents positive consequences and increases the probability of behaviour
   - negative reinforcers; removes aversive consequences + increases probability of behaviours
2. Punishments: present aversive consequences and decreases probability of behaviour

Question 6

What are the marketing implications for operant conditioning? (Techniques)

Answer 6

1. Thanks
2. Satisfaction
3. Loyalty Schemes
4. Free gifts
5. Incentive to new customers versus. looking after loyal customers/members

Question 7

What are the long term effects of the operant techniques?

Answer 7

1. Repetition: increases strength of association and shows process of forgetting
2. Law of diminishing returns: applies after a certain number of repetitions
3. Advertising wears out

Question 8

What is the stimulus generalisation and discrimination?

Answer 8

Stimulus generalisation: making their brand look and sound like competitors. this can reduce spending on promotion

Discrimination: consumers learn to make different response to similar stimuli. some consumers have strong brand preferences and learn to discriminate between identical products.

Question 9

What are the different types of knowledge?

Answer 9

1. Objective Knowledge: actual information about a stimulus stored in memory
2. Subjective Knowledge: reflects our own perceptions of what or how much we know about the stimulus
3. Calibration: level of correspondence between the two.