Read the summary and the most important questions on Reading Questions Recap Session W4

• 1 Reading Question 1

• What are the dissimilarities between Classical Conditioning and Operant Conditioning?

  Level of Consciousness - CC = not conscious and OC = conscious; 
  Model: CC = S-R model and OC = R-S model.

• What are the dissimilarities and the similarities between Vicarious Learning and Operant Conditioning?

  Dissimilarities = difference actor vs viewer.
  
  Similarities = the whole sequence of behaviour - consequence and likelihood of repeating the behaviour/response.

• What are the dissimilarities and the similarities between Vicarious Learning and Classical Conditioning?

  Dissimilarities = level of consciousness - if you are cognitively processing information than you are not a victim of CC; 
  
  Similarities = theories can be used vicariously, you do not need to be close to the consumer which allows for passive media.

• 2 Reading Question 3

• How can we be sure that the classical conditioning is truly driving the consumer responses to marketing stimuli?

  A true CC stimuli should not communicate product meaning. The affect should be transferred without cognitive processing. In other words the unconditioned stimulus must not give any feeling toward the product.

• What is a good example of a commercial where Consumer Behaviour effects were separated from one another?

  A cat was used for a pizza commercial. Unconditioned Stimulus was the kitten - not related to pizza attributes - Neutral Stimulus was the pizza box - new brand.

• What do we call the phase of the Direct Effect Transfer - the pairing of the two stimuli?

  This is the Classical Conditioning.

• What can happen to a subject that is frowned upon and generates a negative response - in the sense of CC?

  When an image generates a negative effect then there is no longer CC.

• 3 Reading Question 2

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• What makes the Gelbrich et al (2017) article an interesting marketing application of the core behaviourist theories?

  Because the response to an OC schedule is not set, it can lead to different responses.

• How is the Gelbrich et al (2017) an application of Operant/Instrumental Conditioning?

  OC helps to explain the effectiveness of a keep reward. What happens here is the reward represents a positive consequence (free shipment for the next purchase), which functions as a goal that customers approach by showing the behavioural tendency desired by the retailer (keep intention).

• On which Schedule should a keep reward rely on?

  A continuous reinforcement schedule (given after every desired behaviour) because intermittent reinforcement has been argued to put off customers.