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2-19-09 - Consumer Learning Theories of Consumer Learning...

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Consumer Learning - Theories of Consumer Learning - Steps for classical Conditioning o Find a conditioned stimulus (CS) that does not elicit the reflex response. The sound of a bell does not cause salivation o Find an unconditioned Stimulus (US) that elicits an innate unconditioned response (UR). Meat powder causes salivation. o Pair the CS with the US repeatedly o The previously neutral CS now elicits a Conditioned Response (CR). The sound of the bell made the dog salivate - Association - Do’s and Don’ts for Successful Classical Conditioning o Do not over shadow the unconditioned Stimulus with distracting items. o Choose an unconditioned stimulus that does not have previous associations to other brands or product categories. o For greatest effectiveness, use classical conditioning when the conditioned stimulus is new - Steps for Instrumental Conditioning o Presentation of the stimulus o Behavior o Reward/punishment o Increase/decrease the probability of the behavior happening again -
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