LEARNING AND SITUATIONAL INFLUENCES Consumer Behavior 12232021 1

LEARNING AND SITUATIONAL INFLUENCES Consumer Behavior 12/23/2021 1

Four Ways People learn l l Operant conditioning Classical conditioning Cognitive learning Modeling Consumer Behavior 12/23/2021 2

BEHAVIORAL VS. COGNITIVE APPROACHES Consumer Behavior 12/23/2021 3

General Influences on Learning l l Repetition Importance / relevance Consumer Behavior 12/23/2021 4

Classical Conditioning US CS US CR CS Tone Pillsbury Dough boy Consumer Behavior UR UR food Delicious bun 12/23/2021 Salivate Want to eat it 5

What is needed to produce classical conditioning Motivation l Contiguity of CS and US l Repetition of CS-US sequence l Cs occurs BEFORE US l l BUT THESE CONDITIONS ARE NOT ENOUGH! Consumer Behavior 12/23/2021 6

What else is needed? l l l CS provides information about US. CS is easily associated with US. The learning CONTEXT is important. Consumer Behavior 12/23/2021 7

Other classical conditioning concepts l l Higher order classical conditioning Stimulus generalization and its relation to brand extensions Consumer Behavior 12/23/2021 8

Instrumental/operant Conditioning l l l Depends on reinforcement: positive, negative and punisher Depends on active behavior Reinforcement comes AFTER response Operant learning depends on reinforcement schedule Extinction Shaping Consumer Behavior 12/23/2021 9

SEQUENCE OF BEHAVIORS l ATTENTION-INTEREST-DESIRE-ACTION l Prepurchase Information search Funds access Purchase contact Post-Purchase Consumption Communication Repurchase l l Consumer Behavior Store Product Transaction 12/23/2021 10

TYPES OF SITUATIONAL INFLUENCES l l l Antecedent states How task defined Physical influences Social influences Time-related influences Consumer Behavior 12/23/2021 11