09.15.09 CLASS NOTES- Consumer Learning

09.15.09 CLASS NOTES- Consumer Learning - 09/15/09 THOUGHT...

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09/15/09 THOUGHT QUESTION 1.  How would you use learning techniques to attract consumers’ attention to a new  brand? CONSUMER LEARNING I. Theories of Consumer Learning a. Classical Conditioning i. Steps 1. Find a Conditioned Stimulus (CS) that does not elicit the reflex  response. a. Example: the sound of a bell does not make a dog salivate 2. Find a Unconditioned Stimulus (US) that elicits an innate  Unconditioned Response (UR). a. Example: meat powder makes a dog salivate 3. Pair the CS (the bell ringing) with the US (the meat powder)  repeatedly. 4. The previously neutral CS now elicits a Conditioned Response. a. Example: the sound of the bell by itself makes the dog  salivate. b. Keyword: ASSOCIATION ii. 1. Do not overshadow the unconditioned stimulus with distracting  items. 2.
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09.15.09 CLASS NOTES- Consumer Learning - 09/15/09 THOUGHT...

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