MARK 305 Lecture Notes - Lecture 3: Classical Conditioning, Measuring Instrument, Learning
8 Dec 2018
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Document Summary
Learned associations can generalize to other things. Behavioral learning theories: behavioral learning theories: assume that learning takes place as the result of responses to external events, two major approaches to behavioural learning, classical conditioning. Associative learning: classical conditioning is a form of associative learning, associative learning: consumers learn associations between stimuli in a rather simple fashion. Mark 305 - chapter 3 without more complex processes such as memory or cognition taking place: people make associations between credit cards and ability to make bigger purchases and thus spend more money. Stimulus discrimination : occurs when a stimulus similar to a conditioned stimulus is not followed by an unconditioned stimulus. In these situations, reactions are weakened and will soon disappear: masked branding: deliberately hides a product"s true origin. Repetition: first exposure creates awareness, second exposure demonstrates relevance to consumer, third exposure serves as reminder of product"s benefits. If brand is too close to original, there can be a lawsuit.
