Name – Saurabh Poddar

Roll no. – HRD2017134

Reg. no.- (20-1022)
Specialization- Marketing
Batch- 2020-22
Institute- BIMHRD
Semester – 1st
Subject Name – Consumer Behaviour
Assignment No. – 2
Submission Date – 9th January, 2021
Total number of pages written – 5

1
1. Describe an attitude you recently developed toward a product or service in terms
of classical conditioning, instrumental conditioning, vicarious learning/modelling and
cognitive learning. Give one example each of your acquisition of an attitude in each of
these four learning modes.
Ans) Classical Conditioning - Classical conditioning is learning through association and
was discovered by Pavlov, a Russian physiologist. In simple terms, two stimuli are linked
together to produce a new learned response in a person or animal.
Whenever, I pass nearby Domino’s pizza I get too much excited by just smelling its products.
Even though I have not eaten it, the smell of pizza makes me so much happy and I start
thinking like to have one slice of it. Basically, this can be one example of classical
conditioning.
Instrumental conditioning – It is often used in animal training as well. For example,
training a dog to shake hands would involve offering a reward every time the desired
behaviour occurs.
It generally happens with me when I get a reward from my parents when is core good marks
in my exams or if I do something good, so I start expecting that if I get good marks my
parents will surely give me any gift. This can be the example of Instrumental conditioning.

Vicarious learning – It is a way of learning that allows individuals to learn from the
experience of others. It is a conscious process that involves sensing, feeling, and empathizing
with what people are doing and taking notes, and evaluating. Rather than direct, hands-on
instructions, vicarious learning is derived from indirect sources such as hearing and seeing.

I have observed this kind of learning in kids, they learn very fast just by observing elders or
the people who are surrounded with them. In my case, I developed the art of selling the
products when I observed my senior manager while she was making the sales during my
internship period.
Cognitive learning- It is a style of learning that encourages people to use their brains more
effectively. This way of learning encourages them to fully engage in the learning process so
learning, thinking, and remembering get easier and easier.

If I say about cognitive learning, this generally happened with me when I was preparing for
my presentation competition. We were two members in a team and we were going to present
our college in inter college competition. So, when we were preparing for the presentation, I
learn a lot of things from my partner that how to do a presentation in formal way. And a lot of
other things.
2. Despite the raging war against tobacco industry and the generally negative
sentiments towards cigarette smokers, a lot of people continue to smoke. Based on the
attitude change strategies identify strategies you would recommend for an anti-smoking
marketing campaign in action.
Ans) Smoking or eating tobacco is really very harmful for the people who are addicted to it
and consumes it every day. It will obviously harm the person from inside, of which he don’t
have any idea. So here are some strategies which I would like to recommend for an anti –
smoking marketing campaign in action:
1) We can make a devise which can identify that how much of the portion of the body is
already got wasted in their body. This will make them conscious about there body and
they can know the current condition of the body from inside.
2) We can reach to the people personally and make them understand the harmfulness
about consuming tobacco and cigarette, personal touch is always the best way to let
people understand.
3) We can appoint volunteers or interns who can do all such work of making people
aware in return to give them certificates and other gifts.
4) We can clap at the people and give flower to them and congratulating them for
wasting another day of their important life.
5) We can start promoting the harshness of tobacco by using Guerrilla marketing, where
we can put a lot of statues of people dying of cigarette in the way where it can be
observed easily.
6) We can try to develop an alternative to consuming tobacco, which will rather make
them healthier.
7) There are several medicines of which people are not aware about, we can promote
those medicines and provide those medicines at free of cost to them.
3. Find two examples of ads that are designed to arouse consumer needs and discuss
their effectiveness.
Ans) Whenever we talk about ads, it can be of various types, but when we want to relate
customers with our product so that he gets attached with the brand, then we need to target on
some of the emotions of a human, with whom he/she can relate himself/herself. Thus, here
are two company ads which are designed to arouse customer needs and they are as follows:
1) LIC – The best example of ad is by LIC, where in its one of the advertisement - A
widow was so happy after her daughter gets married happily even tough, he has lost
her husband at very young age. The husband was having the policy of LIC and due to
that reason, the lady was able to educate her daughter and make arrangements of the
funds of the marriage. It was just possible because the lady’s husband had a LIC
policy when he was alive.
With this advertisement, the people of India got aware and fearful and they started
purchasing the policy from LIC, this ad led to an increase in the sale of the policy
drastically. As a result, whenever anyone thinks about purchasing any policy, LIC is
the first option which hits his mind, because LIC has used the emotion of fear and
making the consumers aware about the importance of having a policy. This was one
of the greatest effects of the advertisement of LIC. Thus, LIC uses the tool of fear
among the people, that what will happen to the family if anything wrong happens with
them in future.
Link of the advertisement - https://youtu.be/EqcNHhsNzeA

2) Hp – One of the advertisement of hp during Diwali had make it spread through out
the social media. The ad was so emotional that people can’t stop themselves to share
the advertisement everywhere. The ad was made during the Diwali season, where an
aged lady was selling Diya to the people, but she was not able to sell as people are
giving more preference to Chinese lights and no one purchases the Diya, the
traditional culture to celebrate any festival. A child understands her problem and
makes his neighbours aware about to purchase Diya from the lady so that she can
celebrate her Diwali very well. He did it by using the hp printer, and started giving it
to everyone. As a result, all the light lamps got sold. The message of the add was to
make Diwali happy for others. People took the advertisement is positive way and the
demand of the printers got increased suddenly.
People of India got so emotionally attached with the ad that they shared it on there
social media handles and thus, hp got an advantage of promotion of the printers at free
of cost.

Link of the advertisement - https://youtu.be/BPqUQrCSMi0

4. How does sensory adaptation/ advertising wear out affect ad effectiveness? How can
marketers overcome sensory adaptation?

Ans) Imagine that you just walked into your favourite Italian restaurant. At the point, when
you initial stroll through the entryway, the delectable smell of garlic and tomatoes is
practically overpowering. You plunk down to hang tight for a table, and following a couple of
moments, the aromas start to scatter until you scarcely notice them. This is an illustration of
what is known as sensory adaptation.

Sensory adaptation refers to a reduction in sensitivity to a stimulus after constant exposure to

it. While sensory adaptation reduces our awareness of a constant stimulus, it helps free up our
attention and resources to attend to other stimuli in the environment around us. All five of our
senses are constantly adjusting to what's around us, as well as to us individually and what we
are experiencing, such as aging or disease.

When you go into a dark room or outside at night, your eyes eventually adjust to the darkness
because your pupils enlarge to let in more light. Likewise, when you are in bright light, your
eyes adjust by the narrowing of your pupils. This is another form of sensory adaptation.

Sensory adaptation occurs when our senses are continually exposed to the same type of
stimulus and it results in a decreased sensitivity to that stimulus. What this means for retailers
is that once customers have become acclimatised to the standard retail environment, the
chance for impact and connection is greatly reduced. Since the brain isn’t receiving new
sensory data that deviates from its previous experience with this stimulus it deems a low level
of attention is all that is required and the consumer simply runs on autopilot before they
trudge on to the next store.

The key to snapping consumers out of this dull haze is to offer something novel that they
haven’t experienced before. When we encounter something new, particularly when we aren’t
expecting it, that object is immediately brought to the forefront of our attention and is also
likely solidified in our memory.

By providing customers with a retail environment that is both eye catching and unique,
retailers can ensure that customers are in a receptive state of mind when they experience their
products. Given the rebirth of the physical store it is essential that retailers take advantage of
the increased impact that is possible through the traditional brick and mortar medium. As
much as consumers spend online these days humans are still social creatures, in need of a
certainly level of sensory stimulation and interacting with a product online can never compete
with the experience and relationship building potential that is available in person.
5. Find three examples of promotional methods that are ambush or experiential
marketing. Evaluate the sensory input emphasized by these methods & its effectiveness.

Ans) Ambush marketing – also known as coat-tail marketing or predatory ambushing – is the
practice of hijacking or co-opting another advertiser’s campaign to raise awareness of another
company or brand, often in the context of event sponsorships. The three examples of
promotional methods that are ambush or experiential marketing are as follows:

1) Audi Vs BMW

The spat began soon after BMW hosted a rally in Wisconsin, an event that was
publicized through an accompanying campaign. The slogan of the campaign was “A
BMW rally with two nearby service centres. What’s next, paramedics at a chess
tournament?” Crappy, nonsensical slogans aside, Audi saw an opportunity to
capitalize upon BMW’s campaign. In response to BMW’s ads, Audi purchased a
billboard in Santa Monica advertising its new A4 sedan and mocking BMW’s slogan.
Not long after the billboard above appeared in Santa Monica, Audi doubled down and
erected another giant roadside provocation to BMW, BMW didn’t take this attack
lying down. In response, BMW purchased an enormous billboard across the street
from Audi’s billboard.

2) Samsung Vs Apple

In October of 2011, Apple was preparing to launch the then-latest iteration of its
flagship mobile device, the iPhone 4S. The device launch was expected to be one of
the most hotly anticipated tech events of the year – so Samsung decided to crash
Apple’s party by erecting a pop-up store just a few feet away from Apple’s
prestigious storefront in Sydney, Australia. While eager Apple acolytes waited
patiently to get their hands on the new iPhone, Samsung proceeded to sell its Galaxy
SII device for just $2 AUS – mere pocket change compared to Apple’s $850 iPhone.
Plenty of people managed to resist Samsung’s tempting offer, but many more still
chose to walk away with a brand- new Samsung device rather than wait in line for the
iPhone 4S. Although Samsung took an enormous financial hit with its iPhone launch
event stunt, the incident proved just how easy it can be to ride the coat-tails of one of
the world’s biggest brands.

3) Ipods and Rona

When you’re one of the wealthiest companies in the history of mankind, you can’t
help but attract attention. Case in point, another classic ambush marketing example of
a company leveraging Apple’s advertising to its own ends. Back in 2010, Apple’s
colourful iPod Nano was among the most popular MP3 players on the market (just
typing this makes me feel ancient). To advertise its iPod Nano line, Apple erected a
billboard ad next to the Jacques Cartier Bridge in Montreal displaying the vividly
colourful MP3 players in a satisfying rainbow-ribbon arrangement. Sensing an
opportunity, Canadian paint and hardware firm Rona seized its chance. Rona soon
erected its own billboard ad directly beneath Apple’s iPod ad to advertise the
company’s new paint recycling program.