1.

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.