...ASSIGNMENT Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 Summary of Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 The research conducted by Gerald J. Gorn is connected with Consumer Behavior through the general topic of learning: how do consumers’ behavior can be influenced by experience. In this case experience can be assimilated with music during advertising or more generally sensory features, which leads us more in depth of the Behavioral Learning Theories that emphasizes the learning process that occurs as consumers are facing external events. Its is to say do these external factors such as music during advertising influence the attention and the process of information, or do they directly takes part of the forming attitude process. Then we can especially focus on the Classical conditioning approach and effects on attitude (if there is) as Gerald J. Gorn does in his research. But before explaining the theory, on which the research is based, let focus on its objectives. As explained earlier, the purpose of the two experiments are to demonstrate if there is a scientific connection between the sensory features added to information in an advertisement and the attitude(s) and preference(s) shaped toward the attitude...
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...Transcription de How is Classical Conditioning used in advertisements Classical Conditioning in our daily lives Examples: This advertisement makes the viewer associate smoking with death and provokes the sensation of fear of smoking again because there´s the risk that they die due to the cigars they smoke. Classical Conditioning is used a lot in the education ambit specially in younger grades, because small children tend to learn better the Conditioned Response Advertising for low-involvement products usually attacks the consumer through affective means because nobody wants to think (cognitive) about purchasing low-involvement products. Advertising and sales promotion (event sponsorship) are the most common forms of classical conditioning in marketing. Classical conditioning is used in a plethora of advertisements. The idea behind it is a simple one. Make an ad (US) that elicits a positive response (UR) in the person exposed to the ad. The product or brand within the ad then becomes the CS. The goal of advertisers is to get the exposed person at the grocery store or what have you, to associate the positive feeling they had for the ad with the product. This makes the positive feeling now the CR. Event sponsorship is very similar to this. With event sponsorship the sponsor wants the person viewing the event (US) to project the positive feelings (UR) they get from the event with their product. The big advantage to event sponsorship is that the person being exposed has generally...
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...Music In Advertising On Choice Behavior: A Classical Conditioning Approach C OMMERCIALS typically contain both product specific information and background features such as pleasant music, attractive colors, and humor. This paper examines the impact of the background features on product preferences. One experiment was conducted to determine whether background features of a commercial affected product preferences when only minimal product information was presented. A second experiment examined the relative importance of background features and product information in different situations. The impact of product information in a commercial on beliefs and attitudes would typically be interpreted within an information processing framework. It is suggested here that a classical conditioning framework could account for the potential impact of background features on product attitudes. Classical Gerald J. Gorn is a professor in the Faculty of Commerce and Business Administration, University of British Columbia. The author would like to thank the Institut D'administration des Entreprises, University AixMarseille, France, for its helpful assistance in formulating and pretesting the project. 9 4 / Journal of Marketing, Winter 1982 Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an experiment using a classical conditioning...
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...Musical Influences in Advertising How music modifies first impressions of product endorsers and brands Mark F. Zander University of Freiburg, Germany accepted by ‘Psychology of Music’, London Ms 113 1 0. ABSTRACT The ability of music to create differentiating effects on subjects' impressions of product endorsers and brands of an advertisement were examined based on the theory of 'musical fit'. Subjects (N=132) listened to one of three versions of a radio commercial in which the music varied in each version. The music selections differed in style, tempo, rhythm etc. but matched product and message of the commercial in terms of 'musical fit'. After listening to the commercial, subjects rated the endorser's personality via the external version of a personality inventory. Impressions of the brand were measured using semantic differentials. The results concur with previous findings: depending on musical style, music can lead to significantly different impressions of the endorser as well as the brand without affecting general evaluations of the product. Based on sex interesting differences concerning music perception and its impacts were found. Self-critical annotations and suggestions for practitioners and future studies are discussed. Keywords: Music, advertising, musical fit, product endorser, brand, impressions, evaluation, different musical styles 2 1. INTRODUCTION Today music in multimedia is a tried instrument that influences perceptions in many ways....
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...multinationals makes it evident that the Indian consumer is going to face lot of products with co branding options. This paper looks in to the psychological principles of co-branding strategy and highlights the potential benefits and dangers of co-branding strategy as a brand building alternative in Indian Market. Key Words: Co-Branding, Classical conditioning, Conditioned stimulus, branding strategy, brand association, ingredient co-branding, joint venture co-branding, multiple sponsor co-branding. Introduction There are various strategic options available to a marketer for building a strong brand in the market place. Brand image building is a long term process and three key issues need attention to make a brand distinct from other products or brands in the same product categories. It is difficult to develop a long term one way strategy for a brand and make it a success in the market place today due to 1 sameness in the market. The market is flooded with products or brands with similar physical features and value promises and to make the condition worse for the modern marketer, there is a very high level of media clutter and advertising is fast loosing its effect over the customers. The high cost of media and complexity of consumer...
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...individual and provide the basis for future behavior in similar situation. THE ELEMENTS OF LEARNING THEORIES: • MOTIVATION: “It is the processes that lead people to behave as they do”. It occurs when a need arises that a consumer wishes to satisfy. Motivation is based on needs and goals. It acts as a spur of learning. Uncovering consumer motives is one of the prime tasks of marketers, who then try to teach motivated consumer segments why and how their products will fulfill the consumer’s needs. • CUES: “It is a stimulus that suggests a specific way to satisfy a silent motive”. If motives serve to stimulate learning, cues are the stimuli that give direction to these motives. In the marketplace, price, styling, packaging, advertising and store displays all serve as cues to help consumers fulfill their needs in product-specific ways. Cues serve to direct consumer drives when they are consistent with consumer expectations. Marketers must be careful to provide cues that do not upset those expectations. • RESPONSE: “Response means how individuals react to a drive or cue or how they behave”. Learning can occur even when responses are not overt. The automobile manufacturer that provides consistent cues to a consumer may not always succeed...
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...A Look at Classical Conditioning | Aaron P. Dean | | A Clockwork Orange | Outline I. A brief overview of “A Clockwork Orange” (A.C.O.) A. General Information and Plot Synopsis B. Alex DeLarge C. Thesis Statement II. Classical Conditioning D. What is Classical Conditioning? i. The Pavlovian Method a. The Basic Components * Defined Theories b. Specific examples in A.C.O. ii. John Watson’s Approach c. Emotional Conditioning * Key Elements iii. Specific examples in A.C.O. E. Tying It All Together iv. Ethical Concerns v. In the Modern Era III. Conclusion A Brief Overview of “A Clockwork Orange” General Information and Plot Synopsis A Clockwork Orange is a book written in 1962 by Anthony Burgess. However the film adaptation, made by Stanley Kubrick, was not made until 1971 and it is of this to which I will be writing. This film stars a very young Malcolm McDowell who plays the role of Alex DeLarge. Alex is a boy in his mid-to-late teens [15 or 16, I believe] who lives in a quasi-futuristic version of England. This land is controlled by a totalitarian style government, and plagued by adolescent street gangs who engage in what is affectionately referred to as ‘The Ultraviolence’ which mainly consists of vandalism, assault, drug use, theft, rape, and murder. Alex, the leader of one such gang, breaks...
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...questions will be prepared that will best reflect the target group. A marketing strategy will be proposed based on the target group responses to the final questionnaire. An individual who purchases a product or service for his own personal use is called a consumer, these consumers that show inclinations toward a specific product or service is because it is their taste, need or desired interest. The consumer behavior deals with various stages a consumer goes through when making a decision of purchasing a product or service. Some reasons an individual buys a product is due to: need, social status or gifting purpose. According to Maslow’s Hierarchy of needs individuals purchase for self actualization, esteem, social, safety and physiological needs. These consumer behaviors mentioned above can affect and have great influence in consumer decision making process. Some of the consumer behavior noted in this study is the stimuli to target a potential market. Both classical and operant conditionings were present in this discussion. Classical conditioning is a process by which a neutral stimulus becomes capable of eliciting a response when repeatedly paired with a stimulus that naturally causes a response. The classical conditioning is mostly used by marketers to create a favorable affect or interest in a product in order to influence consumer behavior to change to a...
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... 2. Behavioural Learning Theories Also called stimulus-response theories: Based on the premise that observable responses to specific external stimuli signal that learning has taken place. Classical Conditioning Pavlov: Conditional learning results when a stimulus (unconditional stimulus: food) that is paired with another stimulus (conditional stimulus = bell) that elicits a known response serves to produce the same response when used alone. Optimal conditioning: Creation of a strong association between the conditioned stimulus (CS) and the unconditioned stimulus (US) => 1. forward conditioning (the CS should precede the US); 2. repeated pairings of the CS and the US; 3. a CS and US that logically belong together; 4. a CS that is novel and unfamiliar; and 5. a US that is biologically or symbolically salient. →Neo-Pavlovian condition: The consumer (information seeker) uses logical and perceptual relations among events to form a sophisticated representation of the world. • Conditioning also generates more attention to subsequent advertisements and other promotions in the environment. Instrumental Conditioning • Learning occurs through a trial-and-error process. • Instrumental conditioning helps explaining complex, goal-directed activities. • Requires link between a stimulus and response • The stimulus is learned that has the...
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...experiments conducted by Franklin Henry Giddings and Ivan Pavlov, a sociologist and a physiologist whom established the groundwork for behaviorism, particularly in America. In addition, this paper also explains the main components of behaviorism, which are classical conditioning and operant conditioning, connectionism, and the contiguity theory. It moves forward to explain four experiments that are popular through the study of behaviorism: the reason behind conditioned salivation in Ivan Pavlov’s dogs, conditioned responses in humans through Watson’s little Albert experiment, Thorndike’s research with cats and a puzzle box to demonstrate the law of effect through the use of reinforcements, and B.F. Skinner’s experiment with rats to prove how an organism learns through operant conditioning. Finally, this paper examines how, according to behaviorists, there are three principles of learning new and intricate behaviors, known as shaping, chaining, and fading. Behaviorism and Its Effect on the Understanding of Learning Behaviorism suggests that an organism learns from its environment. It is the result of the association between a stimulus and a response. An organism learns new behavior through classical or operant conditioning. It is a theory that does not base its ideals on emotions or prior knowledge. Some say behaviorism came about accidentally, specifically within the works of Ivan Pavlov and his experiment with dogs. Watson, known as the father of behaviorism, used Pavlov’s...
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...seek to minimize negative emotion -conceptual model pg 28 Self focus----using own opinion more -pg 32 underlined lines -pg 33 low trust in cases of low-invplvement -pg 35 emotional brand association CH-5 Brand equity -brand equity pg 89 -pg 91 underlined lines -pg 94 underline associations,attitude,awerness Pg 95 the model at the end of page Pg 97 Ch-5 loyalty ,trust,awereness etc Ch-1 Low involvemet pg 10-14 Classic conditioning model The peripheral route to persuasion In our daily lives, we often lack the motivation or ability to carefully consider every piece of persuasive communication in the way characterised by the central route. Attitude (and even behaviour) change can occur nonetheless, as some persuasion processes require little consideration of the arguments contained in a message. In the ELM, such processes are organised under the peripheral route to persuasion, and involve mechanisms where message recipients use simple cues or mental shortcuts as a means of processing the information contained in a message. For example, a cue might involve an emotional state (e.g., “happiness”) that becomes associated with the message’s advocated position in a positive way, or a recipient might simply agree with a message without any careful...
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...consumer makes sense of the information that he receives. Selective Attention Exposure is the first step in the process of perception. The consumer has to first come across the stimulus or be exposed to it, to interpret it. Attention is the next step in this process. . Selective Distortion Consumers process the information they have paid attention to. Consumers assign meanings to these stimuli while interpreting them. Selective Retention Only a selection of messages is retained in the customer’s memory. These messages are in line with the consumer’s existing beliefs and attitudes. Importance of perception; Perception reduces the perceived risk associated with the purchase of an automobile. STRATEGIES Messages should be clear and use a highly credible source to minimize distortions. Message should be positively reinforced to make sure that our messages are not overlooked. Management should offer warranties to car in order increase the reduction of perceived risk. Belief and Attitude Belief comprises thoughts...
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...Organizational Behaviour Unit 4 Sikkim Manipal University Page No. 58 Unit 4 Learning Structure: 4.1 Introduction Objectives 4.2 Learning and Learning Cycle 4.3 Components of Learning 4.4 Theories of Learning 4.5 Summary 4.6 Glossary 4.7 Terminal Questions 4.8 Answers 4.1 Introduction In the earlier units you have learnt about organizational and interpersonal behavior. In this unit we will get an understanding about the concept ‘learning’. Let us relate it with a small example - you pick up a cat and take it to a new environment such as a new house or a new garden and leave it there. Immediately the cat begins to move around slowly looking and sniffing at various objects, identifying avenues to enter and escape, places where food may be available, and objects that are dangerous and hence are to be avoided. The cat is learning. Thus we see that learning is natural, spontaneous, important and beneficial. It is wrong to assume that only human beings learn, or that learning is unnatural or that it is not important. A cat is looked upon as a great survivor and it is its natural instinct to learn which helps it to survive. Like the cat we human beings too have to learn not just in schools, but in every walk of life including within organizations. An organization where people learn the right things quickly is successful. An organization where learning is neglected falls apart. Since learning is so essential for the well-being of an organization it is not surprising that...
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...Red Bull History and Ingredients…. Buyer Behaviour - MKT2600D Surenthiran Theannilawu - THSUD11 Contents Introduction 2 History of Red Bull 2 Ingredients 5 1. Taurine 5 2. Glucuronolactone 5 3. Caffeine 5 Buyer Behaviour Theory - Classical Conditioning 6 1. Definition 6 References 8 Introduction This report is a summary of the presentation that has been given out by me on the topic of Red Bull history and Ingredients. Red Bull “Gives You Wings…..” perhaps one of the most known slogans these days. Red bull headquarters is based in Fuschl am See, near Salzburg Austria.Approximately 4.6 billion cans of Red Bull are consumed each year where the product is available around the globe in 164 countries. I have analyzed how a drink which was sold to truck drivers and laborers in Thai become a globally well-known no.1 energy drink. And thereafter I have discussed about the ingredients of Red Bull its benefits and drawbacks. In spite of a lot critics faced by Red Bull, it currently holds the no.1 position in energy drink selling more than 4.6 billion cans around 164 countries according to Red Bull Official Web site. Perhaps, Red Bull is next best well known drink after Coke. This report basically outlines the history of Red Bull, the ingredients, and followed by a buyer behavior theory which I have applied to get more clarity and insight on this topic. History of Red Bull The product was actually founded way back in 1960s by a Thailand business...
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...Summer Final Examinations, 2015 ADVT7508 Fundamentals of Advertising Venue Seat Number ________ Student Number |__|__|__|__|__|__|__|__| Family Name This exam paper must not be removed from the venue ____________________ _____________________ First Name _____________________ School of Business SAMPLE EXAMINATION Summer Semester SAMPLE Final Examinations, 2015 ADVT7508 Fundamentals of Advertising This paper is for St Lucia Campus students. Examination Duration: 120 minutes Reading Time: 10 minutes Exam Conditions: For Examiner Use Only Question Mark This is a Closed Book Examination - no materials permitted During reading time - write only on the rough paper provided This examination paper will be released to the Library Materials Permitted In The Exam Venue: (No electronic aids are permitted e.g. laptops, phones) none Materials To Be Supplied To Students: 1 x 14 Page Answer Booklet This is a Central Examination 1 x Multiple Choice Answer Sheet Rough Paper Instructions To Students: Additional exam materials...
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