Question

For each microcase, first determine the type of learning taking place. Then, if the learning is classical conditioning, determine the UCS, UCR, CS, and CR. If the learning is operant conditioning,determine the stimulus, desired response, and reinforcement. If the learning is cognitive, determine whether it is iconic rote, vicarious or reasoning. See attached ppt file for more information!

1. Bill is a very patriotic guy. He sees ads for Miller beer which feature strong American themes. He feels good about these images, and over time starts to feel good about Miller beer.
2. Joe is concerned about the economy. He makes an effort to “buy American,” to support the U.S. economy. He reads product literature, looking for evidence of domestic manufacturing, and usually buys American-made products.
3. Barney shops at King Soopers and tries the free donut samples. He loves the donuts, feels better about grocery shopping, and thinks he’ll shop at King Soopers more often.
4. Jane had never been to Dooley’s Bar and Grill, but got a Dooley’s 2-for-1 drink coupon in the mail. She went there for happy hour. She generally had a good time and now feels she would be more likely to go there again.
5. When Sue’s TV stopped working, she wanted a new one fast. She went to the library and read back issues of Consumer Reports to determine which were the best brands and models.
6. Tom is a big James Bond fan. He’s read all the Bond Books. He’s noticed that Bond prefers his martinis shaken, not stirred. Now Tom always orders his martinis that way.
7. Chris was new in town, and didn’t know which dry cleaners were best. Chris picked one because of its convenient location. The first time at the cleaners, Chris had a pleasant conversation with the attractive person behind the counter. Now Chris takes cleaning there all the time.
8. Maria, a successful DU graduate, had been in her new job for a year and was starting to accumulate substantial savings. She carefully evaluated the risk posture she was comfortable with. Then, she studied the reviews in Business Week and Money to determine which mutual funds and stocks were best for her.
9. When Martin’s first child was born, he didn’t know anything about babies. He found himself drawn to buying Gerber products for his daughter because they seemed familiar (he’d seen the logo for many years).

Answer 1

Bill is a very patriotic guy. He sees ads for Miller beer which feature strong American themes. He feels good about these images, and over time starts to feel good about Miller beer.

Classical conditioning why? The UCS is Bill sees American themes in beer ads. The Unconditional response is he feels good about those images. The CS is he starts to get excited about the beer. The CR is he grows to like the beer more. With Classical Conditioning, there must be a UCS and UCR to begin with.

Joe is concerned about the economy. He makes an effort to “buy American,” to support the U.S. economy. He reads product literature, looking for evidence of domestic manufacturing, and usually buys American-made products.

This type of learning is cognitive learning, and the specific type of leaning is reasoning. It is reasoning learning because Joe takes his concerns about the economy, and decides to take action, and problem solve. Reasoning is all about taking a problem and problem solving.

Barney shops at King Soopers and tries the free donut samples. He loves the donuts, feels better about grocery shopping, and thinks he’ll shop at King Soopers more often.

This type of learning Classical Conditioning. The UCS is Barney sees that there are free donuts samples at King Soopers. The UCR is Barney gets excited and loves donuts. The CS is he tries the donuts. The CR is he feels better about grocery shopping and thinks he will shop at King Soopers more often. It is classical conditioning because two things happen that are crucial for Classical Conditioning in Marketing. First, Barney has a preexisting reflex response, and then from that reflex he chooses that he is going to repeat the same actions.

Jane had never been to Dooley’s Bar and Grill, but got a Dooley’s 2-for-1 drink coupon in the mail. She went there for happy hour. She generally had a good time and now feels she would be more likely to go there again.

This type of learning is Operant Conditioning and the discriminative stimulus is the coupons she gets in the mail, the desired response is Jane goes there for happy hour. The reinforcement is she has a good time and wants to go back there more often and saved money. It is Operant Conditioning because Jane gets exposed to a stimulus, and responds very positively which further reinforces her to make a decision. And Operant Conditioning is all about having an experience, and learning how to further adjust and respond to that experience.

When Sue’s TV stopped working, she wanted a new one fast. She went to the library and read back issues of Consumer Reports to determine which were the best brands and models.

This type of learning is Cognitive Learning, and the specific type of learning is Vicarious Learning. It is Vicarious learning because Sue goes to the library and uses Consumer reports to determine what to buy for her next TV. Vicarious Learning is all about imitation, and using other behaviors or actions to influence future decisions.

Tom is a big James Bond fan. He’s read all the Bond Books. He’s noticed that Bond prefers his martinis shaken, not stirred. Now Tom always orders his martinis that way.

This type of learning is also Cognitive Learning, and the specific type of learning is also Vicarious Learning. It is Vicarious Learning because Tom decides to let a decision of his favorite baseball player influence a decision of his own. And again, Vicarious Learning is all about imitation, and using other behaviors or actions to influence future decisions.

Chris was new in town, and didn’t know which dry cleaners were best. Chris picked one because of its convenient location. The first time at the cleaners, Chris had a pleasant conversation with the attractive person behind the counter. Now Chris takes cleaning there all the time.

This type of learning Classical Conditioning. The UCS is Chris decides to go to the cleaners closest to him, and unexpectedly has a pleasant conversation with the attractive person behind the cleaner’s counter. The UCR is Chris gets excited. The CS is feels good about the cleaners he went to. The CR is he feels confident about where he went, and he continues to go there moving forward. It is classical conditioning because two things happen that are crucial for Classical Conditioning in Marketing. First, Chris has a preexisting reflex response, and then from that reflex he chooses that he is going to repeat the same actions. He also is paired with both a conditioned stimulus and unconditioned stimulus that leads to a conditional stimulus and response.

Maria, a successful DU graduate, had been in her new job for a year and was starting to accumulate substantial savings. She carefully evaluated the risk posture she was comfortable with. Then, she studied the reviews in Business Week and Money to determine which mutual funds and stocks were best for her.

This type of learning is cognitive learning, and the specific type of leaning is reasoning. It is reasoning learning because Maria takes her skepticism about risk postures, and decides to carefully evaluate what is best for her or in other words problem solve. Reasoning is all about taking a problem or issue and looking into it further to problem solve.

When Martin’s first child was born, he didn’t know anything about babies. He found himself drawn to buying Gerber products for his daughter because they seemed familiar (he’d seen the logo for many years).

This is Cognitive Learning. Specifically, it is Iconic Rote. It is Iconic Rote because Martin had seen the brand in the past, and it is familiar. Thus, us gets used to the brand again and then decides that he wants to buy something from that brand. And Iconic Rote is all about learning an icon through repetition.

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