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MCB20806 SUMMARY Lectures + notes reading 1,2, and 3 Principles of Consumer Studies
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Summary of the lectures and notes of pre-reading 1, post-reading 1 and pre-reading 2
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Chapter 4 book (college 2)Learning is the activity or process of acquiring knowledge or skill by studying, practicing, or
experiencing something.
Or: A relatively permanent change in behaviour, knowledge, or thinking skills that occurs
through studying, practicing, or experiencing something.
Behavioural learning is concerned with learning as a response to changes in our environment.
Vb. You've had a positive experience with the brand before, so you buy it again.
Cognitive learning theories focus on learning through internal mental processes and conscious
thought.
Vb. When you buy a new washing machine you might carefully read advertisements and customer
reviews, talk to people, consider all the key attributes etc.
,Conditionering is een verzameling van verschillende dingen die jij jezelf hebt aangeleerd om je aan
de omgeving aan te passen. Vanuit de psychologie wordt de vraag wat is conditionering gezien als
het leerproces van het koppelen van bepaald gedrag aan een prikkel, dat oorspronkelijk niet door
die prikkel werd veroorzaakt.
De termen die hierbij gebruikt worden, zijn:
Ongeconditioneerde stimulus: het eten
Geconditioneerde stimulus: de bel
Ongeconditioneerde reactie: kwijlen door het voedsel
Geconditioneerde reactie: kwijlen door de bel
Eerst is het dus zo dat de ongeconditioneerde stimulus zorgt voor een ongeconditioneerde reactie:
iets wat vanzelf gebeurt. Na conditionering zorgt de geconditioneerde stimulus voor een
geconditioneerde reactie.
First-order conditioning a conditioned stimulus acquires motivational importance by being paired
with an unconditioned stimulus, which is intrinsically aversive or rewarding.
Extinction: if the unconditioned stimulus is removed from the conditioned stimulus, over time the
response will be removed.
Evaluative conditioning: the changes in the liking of a stimulus (e.g. brand) linked to the pairing of
that stimulus with other positive or negative stimuli (e.g. celebrity).
Higher-order conditioning is the pairing of two conditioned stimuli.
Stimulus generalization occurs when a stimulus similar to a conditioned stimulus elicits a similar
conditioned response.
Passing off is the marketing of a good in a way that enables it to be mistaken for another brand, and
it relies on the phenomenon of stimulus generalization.
Operant conditioning is the changing of behaviour through reinforcement following a desired
response.
,Behavioural: Classical conditioning, operant conditioning
Cognitive: Incidental learning, observational learning, information processing
Neutral operants: if there was nothing particularly good or bad about them you might not notice the
brand and next time you might or might not buy them again.
An important aspect of operant conditioning relates to how and when reinforcement is applied to
behaviour. Reinforcement schedules can be continuous or variable.
- A fixed ratio schedule applies reinforcement after a specific number of responses.
- A fixed interval schedule is when reinforcement is provided after a specific known period of
time.
- Variable schedules are where reinforcement is provided on an irregular basis.
- A variable interval is when the reinforcement occurs at some unknown but consistent rate.
Exposure involves sensory detection and registration through receptor organs
Attention requires the focusing of attention, leading to perception and categorization of stimuli.
, ... page 148
College 2 (marketing approach)
Marketing = "Creating value for/satisfying customer companies (that may in turn create value or
satisfying their customers) with the ultimate goal to create value for/satisfy the consumer.”
Marketing on different levels:
- Consumer differentiation/market segmentation
- Individual perspective: “psychology of consumers”
In general, classical conditioning makes use of learned relationships, and tries to expand that to a
new relationship. For example, you may encounter ice creams at different occassions, and you may
have tried ice creams and learned whether you like these or not. Classical conditioning uses such a
learned relationship between e.g. seeing an ice cream and knowing that you like it (and want to
consume it), and tries to extend it to another stimulus. The starting point is then every time the
unconditioned stimulus and unconditioned response. What classical condition then extends to, is
called the conditioned stimulus. For example,
unconditioned stimulus = seeing ice cream
unconditioned response = wanting to consume it (or liking it)
conditioned stimulus = what classical condition extends it to, e.g. attaching a new brand to ice cream
conditioned response = wanting to consume the new brand (or liking it) because it gives the same
response for you as wanting to consume/liking ice cream.
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