Classical and Operant

Conditioning
Consumer Behavior

Classical Conditioning
Unconditioned stimulus (Food)
Unconditioned response (Saliva)
Through repeated conditioning of bell (A neutral stimulus)
Conditioned stimulus (Bell)
Conditioned response (Saliva through bell sound)
E.g. ThumsUp
Important factors- repetition and contiguity
The contiguity should be established based on consumers needs e.g. Thumps
Up associated with masculinity if there is masculinity need
Requirements of utilizing classical conditioning- overshadowing, blocking, preexposure and new stimulus

Instrumental (Operant) Conditioning

Learning (and thereby behavior) occurs because the same act is repeatedly rewarded or punished

Reinforcement Results in increase behavior

Punishment - Results in decrease behavior
Positive Stimulus is delivered
Negative- Stimulus is withdrawn

Positive reinforcement e.g. award to study further, special gifts in next purchase (Inducing favorable stimulus)
Negative reinforcement e.g. No homework as did good in studies (Removing an aversive stimulus)
Positive punishment e.g. punishing (may be with a stick) for misbehaving, Fine to use Cigarette (Inducing an
aversive stimulus)
Negative punishment- e.g. taking away toys for misbehaving, No chocolate for cigarette users (Removing a
favorable stimulus)
Extinction Elimination of link between stimulus and expected reward e.g. finding lizard in coke may lead to
break the link of ads and reward
Or simply because of no reinforcement