Consumer
Consumer
Consumer
Q1. How can the principles of (a) classical conditioning theory and (b)
instrumental Conditioning theory be applied to the development of marketing
strategies?
Classical conditioning is now seen as cognitive associative learning; not the acquisition of
new reflexes, but the acquisition of new knowledge about the world. Marketers can use
product line extensions, family branding, and licensing to capitalize on the principles of
classical conditioning. The consumer may be viewed as an information seeker who uses
logical and perceptual relations among events, along with his or her own preconceptions, to
form a sophisticated representation of the world. Instrumental conditioning is the learning
that results from exposure to relationships among events in the environment; such exposure
creates expectations as to the structure of the environment. Therefore, marketers should
portray logical relationships among events in their ads, thus creating realistic consumer
expectations, which in turn will influence consumer behavior.
Q2. Describe in learning terms the conditions under which family branding is
a good policy and those under which it is not.
The main advantage of family branding is that marketers can build on the good reputation of
their existing products through stimulus generalization. This makes the introduction of new
products under the old brand name that much easier. As illustrations of family branding and
the different approaches to it, consider the following: the main reason that Kraft and P&G
have different family branding policies is that Kraft’s products are homogeneous (they are all
food products) and P&G’s products are not. Thus, it would not make sense for P&G to
attempt to apply the same name to the whole variety of products it markets. Another reason
for P&G’s branding strategy is the company’s penchant for bringing out different brands in a
particular product category, such as detergents, in order to satisfy different market segments
and broaden its market share.
Q3. Neutrogena, the cosmetic company, has introduced a new line of shaving
products for men. How can the company use stimulus generalization to
market these products? Is instrumental conditioning applicable to this
marketing situation? If so, how.?
According to classical conditioning theorists, learning depends not only on repetition, but
also on the ability of individuals to generalize. Stimulus generalization explains why
imitative “me too” products succeed in the marketplace: consumers confuse them with the
original product they have seen advertised. In extending its product line, the marketer adds
related products to an already established brand, knowing that the new product is more likely
to be adopted when it is associated with a known and trusted brand name. Conversely, it is
much more difficult to develop a totally new brand.
What might be the reward from using the new product (i.e., instrumental conditioning)?
Because Neutrogena has a good reputation in skin care, the new shaving line can build on
this reputation and add skin care value to the male segment. Like classical conditioning,
instrumental conditioning requires a link between a stimulus and a response. In instrumental
conditioning, however, the stimulus that results in the most satisfactory response is the one
that is learned. Instrumental learning theorists believe that learning occurs through a trial-
and-error process, with habits formed as a result of rewards received for certain responses or
behaviors. Although classical conditioning is useful in explaining how consumers learn very
simple kinds of behaviors, instrumental conditioning is more helpful in explaining complex,
goal-directed activities. Therefore, for Neutrogena to use instrumental conditioning, they
must provide consumers the opportunity to try the product and then like what they try
Q4. Which theory of learning (i.e., classical conditioning, instrumental
conditioning, observational learning, or cognitive learning) best explains the
following consumption behaviors: (a) buying a six-pack of Gatorade water, (b)
preferring to purchase jeans at a Diesel Store, (c) buying a digital camera for
the first time, (d) buying a new car, and (e) switching from one cell phone
service to another? Explain your choices.
Students’ responses may vary based on their perceptions of these products. Classical
conditioning, in a consumer behavior context, an unconditioned stimulus might consist of a
well-known brand symbol that implies technological superiority and trouble-free operation
(the unconditioned response). Instrumental conditioning, the stimulus that results in the most
satisfactory response, is the one that is learned. Instrumental learning theorists believe that
learning occurs through a trial-and-error process, with habits formed as a result of rewards
received for certain responses or behaviours. Observational learning occurs by modelling or
observing what others do. Cognitive learning is based on mental activity. Cognitive learning
theory holds that the kind of learning most characteristic of human beings is problem solving
and it gives some control over their environment. Have students justify and explain choices.
Q5. Define the following memory structures: sensory store, short-term store
(working memory), and long-term store. Discuss how each of these concepts
can be used in the development of an advertising strategy.
Sensory store—receives what the senses deliver but retains information for only a fraction
of a second. For marketing, this means that although it is easy to expose consumers to
information, it is difficult to make a lasting impression. Therefore, messages must be brief
and attract attention.
Short-term store—the stage of memory where information which is rehearsed is transferred
to real memory, and data which is not rehearsed is lost within less than one minute. Because
the amount of time available for memorization is very limited, the message must encourage
immediate rehearsal of materials to stimulate retention. Chucking information also
stimulates rehearsal of information and its transfer to long-term memory.
Long-term store—a data bank which lasts up to many years with almost unlimited capacity.
The data is organized through linking and clustering of information according to its
meaningfulness. The marketers must provide a message that can be readily linked to
information stored here. Also, the advertiser should remember that the consumer interprets
new information in a manner consistent with data stored in the long-term memory.
Q10. How can marketers use measures of recognition and recall to study the
extent of consumer learning?
Recognition and recall tests are conducted to determine whether consumers remember
seeing an ad, the extent to which they have read it or seen it and can recall its contents, their
resulting attitudes toward the product and the brand, and their purchase intentions.
Recognition tests are based on aided recall, whereas recall tests used unaided recall.