Figure 4-8 Application of shaping procedures in marketing
Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded. Promotional programs have partial reinforcement schedules. A firm may offer consumers an incentive to use the company's product. The firm does not want to offer the incentive every time (continuous reinforcement), because consumers might become dependent on it and stop buying the brand when the incentive is withdrawn. A study that examined the effect of reinforcement on bus ridership found that discount coupons given as rewards for riding the bus were as effective when given on a partial schedule as when given on a continuous schedule.28 The cost of giving the discount coupons under the partial schedule, however, was considerably less.
Reinforcement schedules can also be used to influence consumer learning and behavior through a process known as shaping, the reinforcement of successive acts that lead to a desired behavior pattern or response. Rothschild and Gaidis argue that shaping is a very useful concept for marketers:
Shaping is an essential process in deriving new and complex behavior because a behavior cannot be rewarded unless it first occurs; a stimulus can only reinforce acts that already occur. New, complex behaviors rarely occur by chance in nature. If the only behavior to be rewarded were the final complex sought behavior, one would probably have to wait a long time for this to occur by chance. Instead, one can reward simpler existing behaviors; over time, more complex patterns evolve and these are rewarded. Thus the shaping process occurs by a method of successive approximations.29
In a promotional context, shaping procedures are used as part of the introductory program for new products. Figure 4-8 provides an example of how samples and discount coupons can be used to introduce a new product and take a consumer from trial to repeat purchase. Marketers must be careful in their use of shaping procedures: If they drop the incentives too soon, the consumer may not establish the desired behavior; but if they overuse them, the consumer's purchase may become contingent on the incentive rather than the product or service.
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