MADIHA BAQAI (12258)

BBH

CONSUMER BEHAVIOR FINAL EXAM

Question no 1

Q 1(a). Collect a sample of five Ads that appeal to Instrumental Conditioning. What
conditioning is being communicated in each ad and how is this done
Answer :

Ad 1 Link: Positive Reinforcement

https://www.youtube.com/watch?v=yMjUoHHxtc4

This video belongs to positive reinforcement in which a girl is happily using sunsilk shampoo
in her brother marriage by using sunsilk shampoo she is making new hair style on every event in
marriage her hairs become black, thick & attractive in every event of her brother marriage so
she will definitely use this shampoo for daily use as well to make her hairs beautiful, thick &
more black this behavior of this girl is positive reinforcement and this is a part of instrumental
condition.

Ad 2 Link : Negative reinforcement

https://www.youtube.com/watch?v=aOMR5Axvs6k

In this video we are watching that shahid Afridi is playing cricket and he is playing brilliantly
suddenly a boy said lunch break shahid Afridi has eaten too much and hajmola has been finished
by children so there is no hajmola left for shahid Afridi than again begins play cricket with
children and this time he seems in trouble due to over eating he is feeling stomach pain so a child
gives him hajmola after eating hajmola he is perfectly fine and play again with tremendous shots
( he will defiantly eat Hajmola in future for stomach plain relaxation ) so it will be consider as
Negative reinforcement and this is a part of instrumental condition.
 Ad 3 Link: Positive Reinforcement

https://www.youtube.com/watch?v=sIYx-OuytSs

In this advertisement link we can see that girl is happy to use Himalaya Fresh Start Oil-Clear
Face Wash (Strawberry) because it controls her face oil and gives her fresh skin look after using
face wash girl is looking more beautiful and prefer this face wash for daily use this act of girl
identify the positive reinforcement which is a part of instrumental condition.

Ad link 4 : punishment Reinforcement (ssgc)

https://www.youtube.com/watch?v=-FMBU3SCiss

In this video by ssgc ( sui southern gas co ) we can see that a normal has citizen has steal gas
and he thinks that this is not a crime but in the court a layer make him realize that it is a crime
through multiple examples and he punished by the judge and this message given clearly in this
act that any person who will done this act will be punish and maybe he can also pay around 1
corer to government due to his this act it shows the concept of punishment reinforcement and
this is a part of instrumental condition.

Ad 5 Link: Positive Reinforcement

https://www.youtube.com/watch?v=X99p8lJdfmc
In this video a girl is worried about her skin how can she look good another girl came from
another country and using cream known as Skin White Gold Beauty Cream which made her
color fair she looks beautiful and advice another worried girl to use this cream and be patient to
be fair Worried girl use this magical cream day after day she became beautiful her and also her
skin glow definitely she will use & purchase this cream again this is the part of is positive
reinforcement and this is a part of instrumental condition
Q1 (b). Is this is an effective approach to designing a marketing communication?
Answer:

Yes , Instrumental condition plays an effective role to designing marketing communication

due to this approach marketer attracting consumer to purchase and use theirs products
marketers choose an effective theme for their products to attract customers. In the above
advertisement links we can see that in positive reinforcement concept that girl is using
shampoo and enjoying every moment of her brother marriage happily with her beautiful hairs.
Punishment reinforcement concept awaking people to not to steal, this concept is playing an
important & effective role through Instrumental condition in marking communication & in
our society. So it is highlighted that instrumental conditioning is an effective approach to
designing a marketing communication.

Q2. How do marketers use the concept of Freudian Theory?

Answer :

Freudian Theory use by marketer to influence customer in an attractive way by using actions,
Feelings and a lot more in above with the reference q1 (A) marketer used in Negative
reinforcement concept of hajmola advertisement a cricket star shahid Afridi to attract customer
towards purchasing & usage of hajmola after watching shahid Afridi in this advertisement
customer will always remember Hajmola with the name of shahid Afridi as well and when
shahid Afridi eating food too much with caring that after over eating he would not be able to
play cricket this is the part of ID which is a bad part on the other hands of we saw children
they have eaten limited and eaten hajmola as well this is EGO when you took right decision for
yourself. so moving on the 3rd part of Freudian theory which is supper EGO in this
advertisement there is no supper ego mentioned by the advertisement maker but if he wanted
to mentioned it he will mentioned that over eating is bad for health eat as per needs of your
stomach so at the end we can say that this is an effective theory for a marketer to know the
personality & state of mind of customers it is helping marketer in the market .

Justify your answer by the using the print ad or TVC in the context of Pakistani Culture
for each component of Freudian Theory.
Ad Link 1: https://www.youtube.com/watch?v=zcj0iFtnkws (ID )
(In this advertisement making food using masala packet national and after that having it
happily and sharing it with others making sense of (ID)
Ad Link 2: https://www.youtube.com/watch?v=VeFgKwdvjUE (SUPPER EGO)
According to this advertisement he is looking at a beautiful girl after some time he heard her voice
and run away that’s means he does not need her he can wait for another girl with sweet voice.

Ad Link 3: https://www.youtube.com/watch?v=JbKVuQoe8BM ( EGO )

Boy know how can he make biryani he takes decision and go for it without caring stains and
make her sister happy by making biryani .

Q3. A state of dissonance exists when there is a psychological inconsistency between two or
more beliefs or behaviors. Give your own (practical examples), indicating each type of
motivational conflict (2 examples for each conflict) as a reference point when considering a
purchase.

Answer :
Approach Conflict:
It is a part of motivational conflict in this part we can say that we have two choices and
both are having good qualities so you have to choose between two same quality goods and
this situation making you confuse which choice will be better for you and which you should
choose?
EXAMPLE 1 :
I want to purchase dress my friend is selling dress from Gul ahmed in RS 20000 my
another friend also selling Maria b dress in same price both is price affordable for me and
feature of and now I am confused between two beautiful dresses.
EXAMPLE 2:
I want to purchase mobile phone and my nephew has a mobile shop he selling iPhone 6 s
In rupees 50000 but in the other hand my friend is selling Samsung A31 mobile of
Samsung
In same price it has good camera but iPhone has another class both mobiles are good now
in confused which should I purchased for myself because both has good features
 Avoidance approach
When you have a goal and aim of your life and you know that it has some facts which is
dividing in two parts good characteristics and bad characteristics.
Example 1
I’m studying in Iqra university doing job as well made my goal that I will do MBA & will
earn much more money for myself and make my mother happy by giving her every luxury
Of this world but in the other hand I am suffering from headache ,body pain struggling
With this call center job on daily basis listening to those whom I don’t want to listen.
Example 2:
I’m on diet this my aim that I want to look beautiful & fit but on the other hand I do not eat
my mother’s hand made delicious food on every day.

Q.4 The expectancy disconfirmation model (EDM) assumes that disconfirmation (the difference
between expectations and perceived performance) affects customer satisfaction. You are
required to come up with four examples EACH for positive and negative disconfirmation.
You can paste any YouTube link.

Positive Disconfirmation:
Link Ad 1: https://www.youtube.com/watch?v=lMKDoxWNyBs
Link Ad 2: https://www.youtube.com/watch?v=xtGSFSElHxg
Link Ad 3: https://www.youtube.com/watch?v=yyBoHDeiG60
Link Ad 4: https://www.youtube.com/watch?v=oE9JJIFJtaQ
Negative Disconfirmation:
Link Ad 1: https://www.youtube.com/watch?v=jGExN9bWaW4
Link Ad 2: https://www.youtube.com/watch?v=CvXTSvpkDg4
Link Ad 3: https://www.youtube.com/watch?v=mqbWjTxyrKM&t=2s
Link Ad 4: https://www.youtube.com/watch?v=gaiYJi1--xU