Classical conditioning & Operant conditioning

Classical conditioning & Operant conditioning and its implications for marketing

1. Classical Conditioning & Operant Conditioning AJ Freiman

2. Classical Conditioning Classical conditioning based on the Behaviourist theory of psychology, which has the theoretical goal of being able to predict and control behaviour. Classical conditioning heavily based on work by Pavlov and his research on dogs. Links a stimulus and a response. Natural reaction (a unconditioned response - UR) to a particular stimulus (unconditioned stimulus - US) E.g. food (US) results in salivation (UR) A bell will have no independent ability to result in salivation, it is currently a Neutral Stimulus If a bell is rung alongside food repeatedly (called ‘trials) the dog is conditioned to associate a bell with food Now, when the bell is rung it is no longer a neutral stimulus it is a conditioned stimulus (CS), the dog will respond (salivate) this is a conditioned response (CR) This is the conditioning process

3. Classical Conditioning

4. Classical Conditioning – implications for marketing Proponents of the behaviourist approach to marketing believe that a lot of human behaviour can be attributed to conditioning. This means that human behaviour can be influenced by conditioning. The goal of marketing is to influence consumer decision making therefore this technique is incredibly useful to marketeers . Marketeers want to associate their product (a neutral stimulus) with a particular unconditioned response ( e.g positive emotion) Therefore they will associate their product with a unconditioned stimulus which currently creates a unconditioned response. E.g. Celebrity => positive emotion, perfume = no/little response, celebrity + perfume (repeated trials – multiple exposure) = positive emotion, perfume = positive emotion.

5. Operant Conditioning Classical conditioning suggests that organisms are passive, B.F. Skinner argues that organisms actively engage with environment so a different model was required. Skinners insight was that past consequences of an action shape and influence future activity. So to understand behaviour it is important to look at the causes of an action and its consequences. Skinner proposed three types of response that can follow behaviour; Neutral, Reinforcer , Punishment

6. Operant Conditioning Neutral responses – these responses (or operants ) do not increase or decrease the probability of the action being repeated. Reinforcers – are responses to a behaviour which are designed to increase the likelihood the behaviour will be repeated, split into two; Positive reinforcement – is where a pleasant stimulus (such as food is provided) following the desired behaviour e.g. dolphin tricks Negative reinforcement – is where a negative stimulus is taken away following the desired behaviour Punishment – are responses to a behaviour which are designed to decrease the probability the behaviour is repeated, split into two; Positive punishment – is where a negative stimulus is added following undesired behaviour (such as a slap) Negative punishment – is where a positive stimulus is taken away (such as a dessert after dinner) following the undesired behaviour. Remember – positive = adding a stimulus, negative = taking away a stimulus

7. Operant Conditioning

8. Operant Conditioning – implications for marketing When buying a new product (behaviour), according to operant conditioning theory the likelihood of you purchasing the product again (repeating the behaviour) is influence by whether you perceive the product/ experience as positive or negative (e.g. it tastes good). If positive, the behaviour (buying the product) is an example positively reinforcement, leading to increased sales. Therefore the challenge in marketing is stimulate the initial behaviour and to reinforce the learning (multiple trials). This could be achieved by first and multiple purchase incentives (such as BOGOF – buy one, get one free). Additionally it is possible to use punishment to reduce the likelihood of customers leaving your brand. For example negative punishment is the removal of a pleasant stimulus following undesired behaviour. An example of this would be the removal of a loyalty bonus if shopping at a competitor. To retain existing customers, rewards such as money back and loyalty points help reinforce usage and provide a positive stimulus following behaviour (positive stimulus). Operant conditioning is most effective for low-involvement products .