Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
6LearningRevised by Pauline Davey Zeece, University of.docxfredharris32
6
Learning
Revised by Pauline Davey Zeece, University of Nebraska-Lincoln
Learning
Acquiring new and relatively enduring information or behaviors through experience
Associative learning: Learning that certain events occur together
Events may be two stimuli or a response and its consequences.
Cognitive learning: Acquisition of mental information by observing events, watching others, or through language
2
Forms of Conditioning
Classical conditioning
One learns to link two or more stimuli and anticipate events
Produces respondent behavior
Operant conditioning
One learns to associate an action and its consequence.
Produces operant behavior
Conditioning - A process of learning associations.
Stimulus: Any event or situation that evokes a response.
Respondent behavior: Behavior that occurs as an automatic response to some stimulus.
Operant behavior: Behavior that operates on the environment, producing consequences.
3
Figure 6.1 - Classical Conditioning
4
Figure 6.2 - Operant Conditioning
Retrieve and Remember 1
Why are habits, such as having something sweet with that cup of coffee, so hard to break?
ANSWER: Habits form when we repeat behaviors in a given context and, as a result, learn associations—often without our awareness. For example, we may have eaten a sweet pastry with a cup of coffee often enough to associate the flavor of the coffee with the treat, so that the cup of coffee alone just doesn’t seem right anymore!
6
Classical Conditioning
Pavlov’s experiments
Pavlov’s legacy
Figure 6.3 - Pavlov’s Classic Experiment
Pavlov presented a neutral stimulus (a tone) just before an unconditioned stimulus (food in mouth). The neutral stimulus then became a conditioned stimulus, producing a conditioned response.
8
Classical Conditioning: Terms
Neutral stimulus (NS): Evokes no response before conditioning
Unconditioned stimulus (US): Unconditionally, naturally and automatically, triggers a response
Unconditioned response (UR): Unlearned and naturally occurring response to an unconditioned stimulus (US)
9
Conditioned Response and Conditioned Stimulus
Conditioned response (CR)
Learned response to a previously neutral but now conditioned stimulus
Conditioned stimulus (CS)
Irrelevant stimulus that triggers a conditioned response (CR) after association with an unconditioned stimulus (US)
Pavlov’s Experiments
Explored conditioning processes
Acquisition
Extinction
Spontaneous recovery
Generalization
Discrimination
Ivan Pavlov: “Experimental investigation…
should lay a solid foundation for a future true
science of psychology” (1927).
Retrieve and Remember 2
An experimenter sounds a tone just before delivering an air puff that causes your eye to blink.
After several repetitions, you blink to the tone alone.
What is the NS? The US? The UR? The CS? The CR?
ANSWERS: NS = tone before conditioning; US = air puff; UR = blink to air puff; CS = tone after conditioning; CR = blink to tone
12
Acquisition
I.
Consumer learning is vital in creating Brand loyalty and Brand equity. In this presentation you will come to know about how people learn and what you should do as a company to make consumers learn about your product.
6LearningRevised by Pauline Davey Zeece, University of.docxfredharris32
6
Learning
Revised by Pauline Davey Zeece, University of Nebraska-Lincoln
Learning
Acquiring new and relatively enduring information or behaviors through experience
Associative learning: Learning that certain events occur together
Events may be two stimuli or a response and its consequences.
Cognitive learning: Acquisition of mental information by observing events, watching others, or through language
2
Forms of Conditioning
Classical conditioning
One learns to link two or more stimuli and anticipate events
Produces respondent behavior
Operant conditioning
One learns to associate an action and its consequence.
Produces operant behavior
Conditioning - A process of learning associations.
Stimulus: Any event or situation that evokes a response.
Respondent behavior: Behavior that occurs as an automatic response to some stimulus.
Operant behavior: Behavior that operates on the environment, producing consequences.
3
Figure 6.1 - Classical Conditioning
4
Figure 6.2 - Operant Conditioning
Retrieve and Remember 1
Why are habits, such as having something sweet with that cup of coffee, so hard to break?
ANSWER: Habits form when we repeat behaviors in a given context and, as a result, learn associations—often without our awareness. For example, we may have eaten a sweet pastry with a cup of coffee often enough to associate the flavor of the coffee with the treat, so that the cup of coffee alone just doesn’t seem right anymore!
6
Classical Conditioning
Pavlov’s experiments
Pavlov’s legacy
Figure 6.3 - Pavlov’s Classic Experiment
Pavlov presented a neutral stimulus (a tone) just before an unconditioned stimulus (food in mouth). The neutral stimulus then became a conditioned stimulus, producing a conditioned response.
8
Classical Conditioning: Terms
Neutral stimulus (NS): Evokes no response before conditioning
Unconditioned stimulus (US): Unconditionally, naturally and automatically, triggers a response
Unconditioned response (UR): Unlearned and naturally occurring response to an unconditioned stimulus (US)
9
Conditioned Response and Conditioned Stimulus
Conditioned response (CR)
Learned response to a previously neutral but now conditioned stimulus
Conditioned stimulus (CS)
Irrelevant stimulus that triggers a conditioned response (CR) after association with an unconditioned stimulus (US)
Pavlov’s Experiments
Explored conditioning processes
Acquisition
Extinction
Spontaneous recovery
Generalization
Discrimination
Ivan Pavlov: “Experimental investigation…
should lay a solid foundation for a future true
science of psychology” (1927).
Retrieve and Remember 2
An experimenter sounds a tone just before delivering an air puff that causes your eye to blink.
After several repetitions, you blink to the tone alone.
What is the NS? The US? The UR? The CS? The CR?
ANSWERS: NS = tone before conditioning; US = air puff; UR = blink to air puff; CS = tone after conditioning; CR = blink to tone
12
Acquisition
I.
At the end of the presentation, you would know about:
Behaviorism
Burrhus Frederick Skinner
Classical Conditioning
Operant Conditioning
The Human Organism according to Skinner
Concept of Humanity according to Skinner
Critique of Skinner's Theory
Elements of Job Advertisement
Communication Mediums of Job Advertisements
References:
Heneman III, Herbert.; Judge, Timothy A (2005). Staffing Organizations. USA: McGraw-Hill. ISBN 0072987227.
Danny. The Talent Scout's Blog. The 8 Elements of a Good Recruitment Ad. Electronic References. Retrieved from:
http://thetalentscout.wordpress.com/2012/05/12/the-8-elements-of-a-good-recruitment-ad-6/
Recruitment, Definition of Recruitment,Internal & External Recruitment Advantages & Disadvantages, Stages of Recruitment
References:
Payos, Ranulfo P., LLB, FPM (2010). Human Resource Management. Manila, Philippines: Rex Bookstore Inc. ISBN 978-971-23-5643-8
Heneman III, Herbert.; Judge, Timothy A (2005). Staffing Organizations. USA: McGraw-Hill. ISBN 0072987227.
References:
Payos, Ranulfo P., LLB, FPM (2010). Human Resource Management. Manila, Philippines: Rex Bookstore Inc. ISBN 978-971-23-5643-8
Heneman III, Herbert.; Judge, Timothy A (2005). Staffing Organizations. USA: McGraw-Hill. ISBN 0072987227.
References:
Mathis, Robert L. Jackson, John H (2010). Human Resource Management 13th Edition. South-Western Cengage Learning. ISBN 9780538453158
Employee Retention. Retrieved from: http://www.whatishumanresource.com/employee-retention
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2. Consumer Learning
► process that continually evolves and
changes as a result of newly acquired
knowledge or through actual experience.
► knowledge or experience may be
acquired through reading, thinking,
observation, discussion, action or
interaction.
3. Learning occurs when an
individual would show a relative
and permanent change of behavior
in a situation as a result of practice
and experience and as a product of
knowledge.
4. Classical Conditioning
also called Pavlovian conditioning,
created by Ivan Pavlov
a theory he tested with a help of a
dog and a bell
5. Classical Conditioning
is a form of learning in which one stimulus, the
conditioned stimulus or CS, comes to signal the
occurrence of a second stimulus, the unconditioned
stimulus or US.
The US is usually a biologically significant
stimulus such as food or pain that elicits a response
from the start; this is called the unconditioned
response or UR.
The CS usually produces no particular response
at first, but after conditioning it elicits
the conditioned response or CR.
6. Components of CC
1. Unconditioned Stimulus (UCS)
A stimulus that without conditioning
will elicit a predictable response.
2. Unconditioned Response (UCR)
A response that without
conditioning will result predictably
from UCS.
7. 3. Neutral Stimulus (NS)
A stimulus that does not elicit the
UR. Also called Orienting Stimulus
(OS).
4. Conditioned Stimulus (CS)
A stimulus that will elicit a
predictable response because of its
previous pairing with a previously
occurring reflex.
8. 5. Conditioned Response (CR)
A predictable response to a stimulus
that has influence because of its
previous pairing with a previously
occurring reflex.
12. Use of Classical Conditioning in
Marketing Techniques
Creates awareness to the presentation of
stimulus due to the presentation of previous
conditioning stimulus (product) that would
elicit emotional response in consumers.
13. Marketing Techniques using
Classical Conditioning Principles
Conditioning Responses to New Stimuli
UC CS EXAMPLES
Exciting Event A product or Theme New product
Song advertised in a big
event (concert,
rallies)
Patriotic Events or A product or person Patriotic music as
Music background in
commercials
14. Use of Familiar Stimuli to Elicit Responses
CS CR EXAMPLES
Popular Music Relaxation, Christmas Songs in retail
excitement, good will stores
Familiar Voices Excitement, attention Movie star narrating a
commercial
Sexy Voices, Excitement, Calvin Klein, Victoria’s
Bodies attention, arousal Secret
Familiar Cues Excitement, Siren sounding, telephones
attention, anxiety or doorbells in
commercials
Familiar Social Feelings of Televisions advertisement
Cues friendship and love depicting calls from family
17. Operant Conditioning
Created by B.F. Skinner
Also called Reinforcement Theory
The process of strengthening the S-R pattern
by immediately following the response with
the reinforcement stimulus.
Reinforcement is any stimulus that will
maintain or increase the strength of a
response.
18. Skinner’s Two Kinds of Learning
1) Respondent Conditioning (Classical Conditioning)
It refers to a particular paired stimulus (bar press
and food pellets) that consistently elicits the
response.
2) Operant Conditioning
This is voluntary behavior or a class of responses
which is emitted or reinforced, thereby increasing
the probability of responses.
19. Skinner’s Types of Reinforcement
1) Positive (Reward)
This is a stimulus that when presented, acts to
strengthen the behavior that it follows.
2) Negative
This is a stimulus which when presented, acts to
diminish or extinguish the behavior that follows.
Extinction is a good example of negative
reinforcement.
3) Punishment
a. it is the withdrawal of a positive reinforcer.
b. it is the presentation of a negative reinforcer or
aversive stimulus.
20.
21.
22. Schedules of Reinforcement
1) Ratio – it is based on the number of responses
emitted. The response is reinforced only to a
certain proportion of the occasion where it occurs.
Types of Ratio
a) Fixed Ratio (FR)
The reinforcement is contingent upon the
occurrence of a fixed number of responses.
b) Variable Ratio (VR)
The number of responses required for
reinforcement varies about some mean or
average.
23. Schedules of Reinforcement
2) Interval- refers to reinforcement given at interval or
passage of time .
Types of Interval
a) Fixed Interval (FI)
The reinforcement occurs on a fixed time
schedule.
b) Variable Interval (VI)
The length of time varies about some given
mean time. Reinforcements becomes available at
variable intervals.