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Behavioral Learning Theories

Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning

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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.
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Classical conditioning
All organisms can be taught certain
behaviors through repetition.
Ivan pavlov described this through
pavlovian theory with the help of dogs.
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Two examples
Bell & meat
Six oclock news and salivation


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Models of Classical Conditioning
pavlovs experiment
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6 oclock news
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Strategic Appliations of
classical conditioning
Three basic concepts:
Repetition
Stimulus generaliztion
Stimulus discrimination

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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 variations
changes in advertiseents cotent to convey more than one product
feature..which gives more information about the products attributes
Eg.ads of automotives


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three hit theory
three 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.
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Stimulus generalization
It defines why imitative products also
succeeds in the market.
Consumers will be confused with original
& copied product.

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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)

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

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Classical conditioning
.examples..
Lux: classical & stylish female beauty
Hamam: traditional,ethnic beauty,
ayurvedictouch
Pears: gentle mild & family assosiation
(Unilever India)
Pepsi: fun& happy times
iPhones: technological trends and fashion
Nike: youth
Rolex: prestige of owning them

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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.
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Types of Reinforcement
Reinforcement means Reward that influence the
likelihood..
Positive
Negative
Positive
Events tat strenghtens the likelihood..
Eg: shampoo,branded shirts
Negative
Unpleasant or negative outcome,but also serves to
encourage a specific behaviour.
Eg: life insurance
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A Model of Instrumental Conditioning
Figure 7-10
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Application of instrumental
conditioning
Customer Satisfaction (Reinforcement)
Relationship marketing

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Customer satisfaction(free service,good
environment,amenities provided)
Relationship marketing
Develop a close personalised relationsip
with customers.
Eg.new generation banks,

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