From a marketer’s perspective learning becomes teaching

Learning
Theories
Behaviorism
Classical
Conditioning
Instrumental
Conditioning
Cognitive

 learning occurs when a stimulus (unconditioned stimulus) elicits a response (unconditioned response)
 that is paired with another stimulus (conditioned stimulus) that initially does not elicit a response on its own,
 but will cause a similar response (conditioned response) over time because of its association with the first stimulus .

Before Conditioning
UCS (food in mouth)
UCR
(salivation )
During Conditioning
UCS (food in mouth)
Neutral stimulus
(tone) (
UCR salivation)
Neutral stimulus
(tone)
CS
( tone )
No salivation
After Conditioning
CR (salivation)
Slide 10

• Applications: communications--advertising, public relations, personal selling.
• Goal: identify powerful positive stimulus and associate brand with it.
• Examples of powerful, emotion causing stimuli:
– beautiful, sexy people
– patriotic themes, religious symbols
– Music, beautiful scenes
– Also, negative stimuli can be associated with competitors.

Credit card insignia may elicit spending responses

The bears (UCS) generate positive feelings (UCR) towards them
Coke (CS) is associated with the positive feelings that.
Later you have a positive feeling towards coke (CR)
(Coke, before conditioning does not elicit a warm feeling response)
The goal of advertisers is to get the exposed person at the grocery store to associate the positive feeling they had for the ad with the product

Event sponsorship

The sponsor (Bayer) wants the person viewing the event (UCS) to project the positive feelings (UCR) they get from the event with their product (CS); I.e. Bayer hopes the positive emotional feeling will transfer to their product outside the sporting context

Positive emotional feeling toward the event can be intense because the person has chosen to be exposed to the event.
What happens when the person’s favorite team loses?

What feelings are associated with the Disney logo?

Instrumental or Operant Conditioning
B.F. Skinner

Positive Reinforcement
Negative Reinforcement
Punishment

Reinforcements Schedules
Interval
 Fixed-Interval Reinforcement

Variable-Interval Reinforcement
Ratio
 Fixed-Ratio Reinforcement

Variable-Ratio Reinforcement

Frequency Marketing
Consumer awareness of supermarket savings clubs or frequent-shopper programs
(increased in 1997 versus 1996
(72 percent versus 62 percent respectively).

Learning
Theories
Behaviourism Cognitive
Classical
Conditioning
Instrumental
Conditioning
Reasoning Observation

COGNITIVE LEARNING THEORY
• Observational Learning
• Reasoning

Applications of Cognitive Learning Principles
• Modelling

• Encoding
• Storage
• Retrieval

An Associative Network for Perfumes

Draw an associative network for Pepsi
Things to consider might include:
• specific brands
• a celebrity identified with Pepsi
• related activities
• related products
• where purchased
• packaging
• attributes
• concepts
• feelings

“Every time I learn something new, it pushes some old stuff out of my brain”
Forgetting

1. Zoom Zoom Zoom
2. Just for the fun of it
3. Grab Life By The Horns
4. Driven
5. I did it my way
6. The best a man can get."
7. The ultimate driving machine
8. Engineered to be great cars
9. It's everywhere you want to be
10. No More Tears
11. Always low prices.
12. Good to the last drop
Mazda
Diet Coke
Dodge
Nissan
Viagra
Gillette
BMW
Chrysler
Visa
J & J Baby Shampoo
Walmart
Maxwell House

Advertising Recall as function of timing and number of exposures (Zielske 1959)
40
%
30
20
10
70
60
50
1 exposure/ week for 13 weeks
13 exposures at 4-week intervals
0
25 week of the year
50

How Can Marketers improve Memory retention?

Repetition
• Repetition of a central theme with some variation
• KISS
• how many times a consumer should be exposed to an ad before the advertising message is effective.

Meaningful or more vivid material

Material presented first (primacy) or last (recency) is better retained than material presented in the middle