r 5

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Learning through ads

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Learning

• Intentional vs. incidental

learning
• Four elements:
– Motives
– Cues
– Responses
– Reinforcement

Compare the two

introductions of Febreze.

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Classical Conditioning

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Applications of Classical Conditioning

• Associative learning
• Need for repetition
– Advertising wear-out
– Three-hit theory

Why does Fresh Step use

different versions of
its ad?

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Stimulus Generalization

• Product line extensions

• Product form extensions
• Family branding
• Licensing

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Stimulus Discrimination

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Which concept of behavioral learning applies to the
introduction of this product?

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Instrumental Conditioning

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Discussion Questions

• What is the difference between positive

reinforcement and negative reinforcement?
• What is the difference between negative
reinforcement and punishment?
• What is the difference between extinction
and forgetting?

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Reinforcement Schedules

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Other Applications of Instrumental Learning

• Shaping
• Mass vs. distributed learning

When is a distributed learning schedule

preferred?

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Observational Learning

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Cognitive Learning

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Information Processing

• Storing information
– Sensory store
– Short-term storage
– Long-term storage
• Rehearsal
– Encoding
– Information Retrieval
• Retention
– Chunking
– Retrieval

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Cognitive Learning

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Discussion Question

How would the ad

influence the behavior of
an individual who was
engaged in a cognitive
learning process?

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Hemispheric Lateralization

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Recognition and Recall Measures

• Aided recall (recognition)

• Unaided recall (recall)

How does the Starch Readership Ad Study

measure ad effectiveness?

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Brand Loyalty

• Depends on
– Risk aversion/variety
seeking
– Brand reputation/
substitute availability
– Social influence
• Types
– Covetous
– Inertia
– Premium

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 e d
fi n
e
D Brand Equity
The intrinsic value of a brand name.
This value stems from the foundations
of brand loyalty: the consumer’s
perception of the brand’s superiority,
the social esteem that using it
provides, and the customer’s trust
and identification with the brand.

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