Solomon Ch - 3 Revised

Solomon Ch - 3 Revised - Chapter 3 Learning and Memory By...

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3 - 1 Chapter 3 Learning and Memory By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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3 - 2 The Learning Process Learning: A relatively permanent change in behavior caused by experience Incidental Learning: Casual, unintentional acquisition of knowledge
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3 - 3 Behavioral Learning Theories Learning takes place as the result of responses to external events. Two major approaches to learning: 1) Classical Conditioning 2) Instrumental Conditioning
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3 - 4 Classical Conditioning Ivan Pavlov’s Dogs Unconditioned stimulus (UCS) – Naturally capable of causing a response. Conditioned stimulus (CS) – Does not initially cause a response Conditioned response (CR) – Response generated by repeated paired exposures to UCS and CS. Eventually, through learned association and repetition , the CS will cause the CR.
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3 - 5 Classical Conditioning (cont.) Stimulus generalization: Tendency of a stimulus similar to a CS to evoke similar, conditioned responses Stimulus discrimination: Occurs when a UCS does not follow a stimulus similar to a CS.
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3 - 6 Marketing Applications of Behavior Learning Principles Brand Equity: A brand has strong positive associations in a consumer’s memory and commands loyalty.
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3 - 7 Marketing Applications of Behavior Learning Principles (cont.) Applications of Stimulus Generalization: Family branding Product line extensions Licensing Look-alike packaging Applications of Stimulus Discrimination: Consumers learn to differentiate a brand from its competitors Unique attributes of the brand
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3 - 8 Instrumental Conditioning Occurs as the individual learns to perform behaviors that produce positive outcomes and avoid behaviors that yield negative outcomes A.K.A. “ Operant Conditioning
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Solomon Ch - 3 Revised - Chapter 3 Learning and Memory By...

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