Professional Documents
Culture Documents
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
Works in Advertising.
E.g identical slides of 2 similar pens paired with diff music.
Strategic Applications of
Classical Conditioning
Repetition
Stimulus Generalization
Stimulus Discrimination
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.
Strategic Applications of Classical
Conditioning
Repetition-increases strength of associations b/t CS
and UCS and slows forgetting but over time may
result in advertising wearout.
Cosmetic variations reduce satiation- diff back
grounds, spokespersons.
Substantive Variations-
Stimulus Generalization
Stimulus Discrimination
Substantive Variations
Arechanges in
advertisement contents
across different
versions of the same
adds
Stimulus Generalization (SG)
SG and Marketing
Me- To products.
Product Line, Form and Category Extensions
Family Branding
Licensing
Product Line Extension
Manufacturer Licenses
Its Name
Stimulus Discrimination
Information Processing
A cognitive theory of human learning patterned after computer information processing
that focuses on how information is stored in human memory and how it is retrieved.
Retention-Information is stored in long-term
memory.
Involvement Theory
Split
Brain
Theory
Split Brain theory
Encouraging Right and Left Brain
Processing
Involvement Theory and Consumer
Relevance
Involvement Theory and Media Strategy
Central and Peripheral Routes to Persuasion