7 - 1Copyright 2007 by Prentice Hall

Behavioral Learning Theories• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning

7 - 2Copyright 2007 by Prentice Hall

Classical Conditioning

A behavioral learning theory according to which a stimulus is paired with another

stimulus that elicits a known response that serves to produce the same response when

used alone.

7 - 3

Classical conditioning• All organisms can be taught certain

behaviors through repetition.• Ivan pavlov described this through

pavlovian theory with the help of dogs.

Copyright 2007 by Prentice Hall

7 - 4

Two examples• Bell & meat• Six o’clock news and salivation

Copyright 2007 by Prentice Hall

7 - 5Copyright 2007 by Prentice Hall

Models of Classical Conditioningpavlov’s experiment

7 - 6Copyright 2007 by Prentice Hall

6 o’clock news

7 - 7

Strategic Appliations of classical conditioning

• Three basic concepts:• Repetition• Stimulus generaliztion• Stimulus discrimination

Copyright 2007 by Prentice Hall

7 - 8

Repetition

Repetition increases the strength of association between a conditioned stimulus and slows the process of forgetting.Repeated ads during matches..

but Advertising wearout also exists.(after a limit both attention and retention will decrease.)cosmetic variations will reduce this drawback.Eg..ads of santhoor.

Substantive variationschanges in advertiseent’s cotent to convey more than one product feature..which gives more information about the product’s attributesEg.ads of automotives

Copyright 2007 by Prentice Hall

7 - 9

• three hit theorythree exposures to an advertisement is needed.:• Make consumers aware of the product• Show them the relevance of the product• Remind them its benefits

• Effectiveness of repetition will be affected by competitive advertisements.

Copyright 2007 by Prentice Hall

7 - 10

Stimulus generalization• It defines why imitative products also

succeeds in the market.• Consumers will be confused with original

& copied product.

Copyright 2007 by Prentice Hall

7 - 11

Application of stimulus generalization

• Product line,form,category extensions• Line extension: related products to an already

established brand.. Eg..colgate brushes• Product form extensions: in form Eg:colgate mouth wash• Product category:: in categories Eg: growing trend among cocolate makers to produce higher end products(cadbury silk,bournville)

Copyright 2007 by Prentice Hall

7 - 12

• Family branding. Practice of marketing a whole line of company products under one brand name. Eg:samsung,LG

Copyright 2007 by Prentice Hall

7 - 13

STIMULUS DISCRIMINATION• It is the opposite of stimulus generalization..it is when a

marketer targets consumers along with strong communications which enables the customers to differentiate between competitor’s products.

Copyright 2007 by Prentice Hall

7 - 14

Classical conditioning .examples..

• Lux: classical & stylish female beauty• Hamam: traditional,ethnic beauty,

ayurvedictouch• Pears: gentle mild & family assosiation (Unilever India)Pepsi: fun& happy timesiPhones: technological trends and fashionNike: youthRolex: prestige of owning them

Copyright 2007 by Prentice Hall

7 - 15Copyright 2007 by Prentice Hall

Instrumental (Operant)

Conditioning

A behavioral theory of learning based on a

trial-and-error process, with habits forced as the result of positive

experiences (reinforcement)

resulting from certain responses or behaviors.

7 - 16Copyright 2007 by Prentice Hall

Types of ReinforcementReinforcement means Reward that influence the likelihood..• Positive• NegativePositiveEvents tat strenghtens the likelihood..Eg: shampoo,branded shirtsNegativeUnpleasant or negative outcome,but also serves to encourage a specific behaviour.Eg: life insurance

7 - 17Copyright 2007 by Prentice Hall

A Model of Instrumental ConditioningFigure 7-10

7 - 18Copyright 2007 by Prentice Hall

Application of instrumental conditioning

• Customer Satisfaction (Reinforcement)• Relationship marketing

7 - 19

• Customer satisfaction(free service,good environment,amenities provided)

Relationship marketingDevelop a close personalised relationsip with customers.Eg.new generation banks,

Copyright 2007 by Prentice Hall