Classical Conditioning

Classical Conditioning

Classical conditioning occurs when a arousal that elicits a response is mated with another stimulus that initially does not response on its own.

Overtime, this second stimulus causes a similar response because it is associated with the archetypal stimulus.

This phenomenon was first demonstrated by Ivan Pavlovs dog experiments when doing research on a digestion of animals.

-         Pavlov induced classical conditioning learning by mateing a neutral stimulus (a bell) with a stimulus known to cause a salivation response in dogs (he squired change meat powder into the mouths)

-         The powder was an un learned stimulus (UCS) because it was naturally capable of cavictimization a response.

-         Overtime, the bell become a conditioned response (CS). It did not initially cause salivation, notwithstanding the dogs learned to associate the bell with the meat powder and let down to salivate at the sound of bell only.

-         The drooling of these canine consumers all over a sound, now linked to feeding time, was a conditioned response (CR).

Classical conditioning can have similar do for more complex reactions (such as in automatically using credit card for purchase)

Conditioning effects are more liable(predicate) to occur after the conditioned stimuli (CS) and unconditioned stimuli (UCS) have been paired a number of times (repetition). Ad campaigns are lots repeated. Repeition prevent decay.

Applications to marketing practice:

Many marketing strategies focus on the establishment of connectives between stimuli and responses. Examples would be:

-         Distinctive brand image

-         gene linkage between a product and an underlying need

-         Brand justness where a brand has a strong positive association in a consumers memory and commands lots of loyalty as a result

-         Repetition can be valuable, however, too a good deal repetition results in advertising wear out

Advertisments often pair a product with a positive stimulus to bring forth a desirable association.

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