4.3 vicarious learning

Question 1

If the consequences of conditioning (angry teacher to classmate) happes to someone else can we still be conditioned by that

Answer 1

yes

Question 2

Vicarious learning Aka observational learning

Answer 2

• Observe other people’s behavior & consequence an how that Change own behavior\

Question 3

Related to Operant Conditioning 2

Answer 3

• Link between behavior and subsequent consequences
  o Imitate behavior that leads to positive consequences  Observed positive reinforcement
  o Avoid behavior that leads to negative consequences  Observed punishment etc.

Question 4

But not the same as OC 2

Answer 4

• Behavior not conducted, but observed
• Consequences not experienced, but observed

Question 5

Vicarious learning vs OC in marketing

Answer 5

• OC: Product trial
• VL: Product demonstration
  *With positive consequences (control!)

Question 6

Vicarious learning vs OC in passive media

Answer 6

• OC: Requires direct experience
• VL: Any medium where behavior & consequences can be shown!
  *TV/movies, commercials, social media, YouTube etc.

Question 7

Three types of VL (Bandura 1969, Peter & Nord 1980) applied to Marketing (Communication)

Answer 7

1. Inhibit undesired responses 2. Response facilitation 3. Developing new responses

Question 8

1. Inhibit undesired responses 3

Answer 8

a. Suppressing behavior (e.g. punishment) hard in marketing
* Ethical and practical problems of punishing consumers
b. But: showing negative consequences to others easier than applying them (directly) to consumers
* VL one of few (marketing) tools to reduce frequency of unwanted behavior! But still tricky
* Works for extinction too -> show lack of (positive) consequences
c. Can we use this in marcom?
i. “Commercial” -> brand promotion

Question 9

2. Response facilitation 4

Answer 9

a. Stimulate behavior that consumers already “know”
i. Make its occurrence more likely
b. Show behavior AND consequences
i. Behavior is not new
ii. So focus on positive consequences
c. Strenghten idea that behavior is “good for you”
i. Used in many different contexts E.g. luxury products (perfume), simple functional products etc
d. Different positive consequences
i. In line with OC (Wells 2014)
1. Consequences can be Emotional/social/symbolic
2. Consequences can be Functional/utilitarian/technical
(From an OC perspective, what is missing?)

Question 10

3. Developing new responses 5

Answer 10

a. Stimulate “new” behavior
b. Show behavior AND consequences (again)
i. Now focus on behavior
1. Educate consumers in product usage -> show appropriate use
2. (Positive) consequences still important -> to reinforce behavior!
c. Used in different Marketing Communication instruments
i. Advertising
1. New or complex products (From a VL/OC perspective, what is missing?)
d. Infomercials!
i. E.g. Singh, Balasubramanian & Chakraborty 2000
e. Social media
i. Particularly YouTube (make up video’s)

Question 11

Types of MarCom 2

Answer 11

• Ads & infomercials: show behavior & consequences -> VL!
• DE (direct experience): Conduct behavior & experience consequences -> OC!

Question 12

Informercials vs ads 2

Answer 12

• Similarity: issue of control, you know you are being influences as consumer
• Difference: link to program content, length, repetition of chain