Influencing Behavior:The Human Animal Chapters 9-11
Analyze these ads.How are the advertisersattempting to influencereaders to purchase the product?You will have 45 seconds to write down your thoughts for each ad.
With Orajel, Relieving your child’s sore throat pain has never been easier! Say goodbye to chasing after your child with spoonfuls of nasty syrups. Kids love Orajel sore throat relief strips because there’s nothing to swallow, and they love the sugar-free cherry taste. Orajel sore throat relief strips soothe irritation and dissolve away your child’s sore throat pain in no time. Moms love them because they’re from Orajel. And everybody loves Scooby. Solve the mystery of sore throat pain with Orajel.
AVEENO introduces a whole new way to help manage itchy, extra dry skin. Developed with leading dermatologists and pediatric dermatologists, this breakthrough steroid-free regimen contains ACTIVE NATURALS- including pure oat essence and ceramides to help soothe skin irritation and strengthen skin’s barrier function while calming itch. Gentle and effective, this regimen is the first to be awarded the National Eczema association Seal of Acceptance. Look for AVEENO Eczema care with other itch relief products in the first aid aisle. Discover nature’s secret for healthy skin.
The strength to shine is just a wish away. Strength, moisture and shine in four uses. The relaxed and natural conditioner collection Get the strength you’ve been wishing for with Pantene Relaxed and Natural conditioners formulated just for you. Oil enriched formulas help provide moisture, minimize breakage and maintain healthy hair that shines!
Key Ideas • Classical Conditioning • Conditioned stimulus, unconditioned stimulus, unconditioned response, conditioned response • Instrumental/Operant Conditioning • Positive vs. negative reinforcement • Punishment • Extinction • Shaping • Social Learning (Modeling) • Reward schedules • Applications to Marketing
UCS CS UCR CR PavlovClassical Conditioning +
Another View Let’s see this in action: Phil Zimbardo
SkinnerOperant Conditioning What does this have to do with consumer behavior?
Quote… All we need to know in order to describe and explain behavior is this: actions followed by good outcomes are likely to recur , and actions followed by bad outcomes are less likely to recur. -- Skinner (1953)
Key Terms • Positive reinforcement • Response becomes more likely after a reward • Negative reinforcement • Response becomes more likely after the termination of an aversive stimulus • Not punishment! (punishment decreases the likelihood of behavior) • Punishment • Response becomes less likely when it results in the administration of an undesirable consequence or termination of a positive consequence • Extinction • Response becomes less likely after it repeatedly fails to desired outcome • Related idea: Learned helplessness • Shaping • Initially reinforce actions that only approach the desired response • Gradually reinforce responses that come closer and closer to desired response • Skinner Example; Example 2 – Training Jack to Roll Over • Vicarious Learning (or Modeling) • We learn “response-consequence” contingencies by observing others • Bandura’s classic study (modeling aggression)
Key Schedules of Reinforcement • Continuous • Reward given each time desired response is performed (e.g., lever presses) • Fixed Ratio • A reward is given after a fixed number of responses (every 2 presses) • Leads to a high and steady level of responding • Fixed Interval • A reward is given after first desired response occurs after a fixed time interval (e.g., every 2 minutes) • Scallop pattern; responding speeds up as end of time interval approaches • Variable Ratio • A reward is given after a variable number of responses (sometimes 2 presses, sometimes 5, sometimes 1) • Leads to highly persistent responding; very hard to extinguish
Before Skinner…Thorndike and WatsonInstrumental and Classical Conditioning Zimbardo on Thorndike’s Law of Effect and Little Albert (classical & instrumental conditioning) Edward Thorndike Skinner vs. Watson John Watson
Discriminative StimuliOr, How to Teach a Pigeon to Read Click here to witness The Most Amazing Video You Have Ever Seen
What does this have to do with CB? Marketers use a variety of principles of reinforcement to elicit the desire response from consumers
Let’s return to the ads.How are the advertisersattempting to influencereaders to purchase the product?Use concepts from today’s lecture…