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Summary and explanations of materials Topic 3 ToM UvA
Contains further explanations to materials, lectures and readings questions for topic 3 of Theories of Marketing at the UvA. I got a 9.5 for the exam using this summary.
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Topic 4: Behavioral theoriesReading questions:
1. What are the core similarities and differences between Classical Conditioning,
Operant Conditioning and Vicarious Learning? How does that impact their
potential use in the field of marketing?
CC vs. OC?
• Overlap: No/limited cognitive processing
• Difference: Consciousness, Stimulus-Response sequence
OC vs. VL?
• Overlap: Behavior Consequence Probability of behavior repetition
• Difference: Actor vs. viewer, discussed in more detail at RQ5
CC vs. VL?
• Overlap: Marketing: opportunities for application in passive media
• Difference: Consciousness, level of mental processing/learning
2. Why would the contemporary application articles about online retail and online
purchase decisions have been selected for the course? What makes them
particularly interesting marketing applications of the core behaviorist theories?
They show clear applications of how OC and VL in marcom and how different ways of OC
and OL have different impact on behaviour in combination with other situational factors.
3. None of these theories explain consumer responses and behavior “in isolation”;
there are always multiple theoretical explanations for consumer behavior in a real-
life, complex business environment. How could you be (fairly) certain in a given
situation that e.g. classical conditioning is truly driving consumer responses to
marketing stimuli?
• Stimuli may communicate product meaning
o Product meaning/attributes processed cognitively -> positive effect
perhaps not only due to CC?
• “True CC”: stimuli should not communicate product meaning!
o Enter Kim, Lim & Barghava 1998 (not exam material)
Phenomenon: Direct affect transfer in advertising
Affect transferred to object without cognitive processing
Theoretical basis: Classical Conditioning
Positive attitude without conscious analysis of object
attributes
• Experimental approach
o Correlation: when A goes up, so does B +
o Control: increase in B cannot be driven by other factors =
o Causality: A leads to B
• So we need an Unconditioned Stimulus (US) that
o Generates positive affect AND
o Does NOT communicate product meaning
4. Under which conditions would Vicarious Learning in marketing be effective to
inhibit undesired consequences? Could you think of relevant criteria for e.g.
model, (shown) behavior, and (shown)consequences?
• Suppressing behavior (e.g. punishment) hard in marketing
o Ethical and practical problems of punishing consumers
• But: showing negative consequences to others easier than applying them
(directly) to consumers
o VL one of few (marketing) tools to reduce frequency of unwanted behavior!
o Works for extinction too -> show lack of (positive) consequences
• Can we use this in marcom?
o “Commercial” -> brand promotion
1
, Show negative consequences of NOT using brand
• Public service -> suppress unsafe/unhealthy/unwanted behavior
o Show negative consequences of undesired behavior
o RQ4: Characteristics of:
Model
(Displayed) behavior
(Displayed) consequences
5. Could you think of conditions under which Vicarious Learning might actually be
more persuasive than Operant Conditioning/direct personal experience?
• “Why not focus more strongly on (persuasive) Direct Experience (DE) in
marketing?”
o E.g. sampling, sales promotion, fairs etc.
• General marketing/financial advantages of VL over OC/DE
o Reach & cost per exposure lower
o Control higher
• But even in terms of learning/persuasion (mental responses)?
o Perhaps credence attributes (SEC framework)
Cannot be evaluated even after consumption
• Vicarious Learning
o Behavior-Consequence link may be easier to observe than experience
Explain positive functional consequences
E.g. impact of pillow on spine
Show positive emotional consequences
E.g. relaxed/well-rested/content model
Solve uncertainty about B-C link by showing it!
Processing a MEC requires cognitive elaboration/mental effort.
Not all consumer processing is high involvement, via the central/systematic (ELM)
Behaviorism
• “Standard Model” of consumer behaviour (Peter & Olson 2010)
• Central role for mental processes as drivers for behavior
• Affect/cognition just as important as environment/behavior
• Illustrated by Wheel of Consumer Analysis
In contrast by what we have discussed so far??
Behavior Modification Perspective (BMP)/Behaviorism/Behavioral Psychology
• Focus on environmental factors (manipulate environment) and their influence on
behavior
• No speculation about psychological processes Needs, motives, attitudes,
information processing etc.
BMP vs. cognitive theory
• Cognitive learning
o Focus on (causal) relationships between mental responses
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