MCS 2600 Chapter Notes - Chapter 7: Toothpaste, Distributed Learning, Classical Conditioning

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Learning process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Based on observable behaviours (responses) that occur as result of exposure to stimuli. Stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. Unconditioned stimulus (meat paste) + conditioned stimulus (bell) = unconditioned response (salvation) After pairings . conditioned stimulus (bell) = conditioned response (salvation) Repetition- increases association between conditioned and unconditioned stimulus; slows the pace of forgetting, (advertising wear out could occur) No name pills containers designed to mimic brand name products. Stimulus generalization- having the same response to slightly different stimuli, helps me-too products to succeed (useful in product extensions, family branding, licensing) Stimulus discrimination- selection of specific stimulus from similar stimuli; bases of positioning which looks for unique ways to fill needs.