Mar 3503 Lecture Notes - Lecture 2: Autonomic Nervous System, Classical Conditioning, Operant Conditioning
Document Summary
Process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus that naturally causes the response. Can be accomplished not only with unconditioned stimuli, but also with previously conditioned stimuli. Classically conditioned behaviors are controlled by stimuli that occur before the behavior. The behaviors influenced by classical conditioning are assumed to be under the control of the autonomic nervous system. Affective responses often follow the principles of classical conditioning. Exhibit 9. 1 - the process of classical conditioning. General emotional responses as a result of stimuli. Stimuli at or near point of purchase. Classical conditioning is likely to be most useful for low-involvement purchases. It is also useful for high-involvement purchases. Directs attention to the presentation of stimuli that, elicit affect in consumers, because of previous conditioning. Marketers may find it useful to condition responses to stimuli. Exhibit 9. 2 - some marketing tactics consistent with classical conditioning principles.
