MARK2051 Lecture Notes - Lecture 8: Operant Conditioning, Headache, Reinforcement
Document Summary
Marketers must teach consumers: where to buy, how to use, how to maintain, how to dispose of products. Learning acquired as result of careful search for information: high-involvement learning. Learning acquired by accident or without much effort. Learning based on association of a stimulus & response. Classical (low involvement: using est. relationship between stimulus & response, e. g. Pavlov dog - ringing bell with food: needs repetition to work! i. e. need to watch ad multiple times for it to work, exception are cute/baby animals. Role of free samples & coupons: allows consumer to try product & experience benefits (either positive or negative reinforcement, starts operant conditioning cycle. Depictions of: own product use leads to positive consequences, e. g. Pepsi - hot guy getting attention drinking pepsi -> promises positive reward: competitors product use leads to negative consequences, e. g. Cognitive learning: encompasses all the mental activities of humans as they work to solve problems or cope with situations.
