The Use of Classical Conditioning in Advertising IT Carlow Consumer Insights Y3 12/10/2012 April Brophy Introduction Classical conditioning in advertising has been used by firms who sell products to get consumers to purchase from them instead of their competition. (CALVIN BIERLEY, 1985) This essay will briefly explain what classical conditioning is. It will examine the problems with experiments on classical conditioning in advertising and briefly look at two experiments which try to overcome
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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:
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learning as the acquisition of new behavior through conditioning that occurs through interaction with the environment. ¡ Ψ A school of Psychology founded by John Broadus Watson based on the idea that behaviors can be measured, trained and changed. KEY CONCEPTS • OPERANT CONDITIONING ( Skinner)- utilizes reinforcement and punishment to create associations between behaviors and the consequences for those behaviors. • CLASSICAL CONDITIONING ( Pavlov) - a process that involves creating an
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Gerald J . Gorn The Effects of 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
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on the radio. A company used the same song in its advertising and the song was played over and over again. Your attitude is likely to a) become ambivalent b) become more negative c) become more positive d) remain the same If the word pink is followed by negative words and frowns from his mother, the toddler learns to respond negatively to the word pink. This is an example of a) classical conditioning b) operant conditioning c) social learning d) verbal learning
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experience o Through association Types of Learning • Associative Learning o Classical Conditioning: learning to link two stimuli in a way that helps us anticipate an event o Operant Conditioning: changing behavior choices in response to consequences • Cognitive Learning: acquiring new behaviors and information through observation and information, not by direct experience Associative Learning: Classical Conditioning • How it Works: 1. Repeated exposure to tow stimuli occurring in sequence 2
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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
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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
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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
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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
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