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Instrumental conditioning
1. Classical Conditioning
A stimulus
(unconditioned stimuli)
that elicits a response
(conditioned response)
is paired with another stimulus
(conditioned stimuli )
that does not elicit a response on its own
Classical Conditioning examples
Association between stimuli & expectation
Pavlovs dog
Masked branding
Stimulus discrimination
Substitutes
Marketing applications = BLT
Distinctive
brand image
Link between product & need
Brand equity
Marketing applications = BLT
Ad wearout
(too much repetition)
Backward conditioning
Extinguishing product
associations
Strategies: stimulus generalization
Family branding
Product line extensions
Licensing
Look-alike packaging
2. Instrumental conditioning
A. Operant conditioning
As individual learns to perform
behaviors that produces a positive
outcome
PRODUCTION
ATTENTION RETENTION MOTIVATION
PROCESSES
OBSERVATIONAL
LEARNING
Figure 3.3 (Abridged)
Stop finish on Friday
MEMORY in Learning
Process
Acquires information
Stores it over time for access
later
ELABORATIVE
ATTENTION
REHEARSAL
Recognition (longer)
recall
The end