Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3: Reinforcement, Classical Conditioning, Psychoacoustics

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Kevin Thompson

Document Summary

Incidental learning casual, unintentional acquisition of knowledge: behavioural theories focusing on simple stimulus-response connections, cognitive theories regard consumers as complex problem solvers who learn abstract rules and concepts by observing others. One result of this lack of association may be extinction: extinction occurs when the effects of prior conditioning are reduced and finally disappear. Marketing applications of classical conditioning: the transfer of meaning from an unconditioned stimulus to a conditioned stimulus explains why. The first creates awareness of the product. The second demonstrates its relevance to the consumer. Family branding: a variety of products capitalize on the reputation of a company name. Product line extensions: related products are added to an established brand. Licensing: well-known names are rented by others. Look-alike packaging: distinctive packaging designs create strong associations with a particular brand. A negative experience with an imitator brand increased evaluations of the original brand.