Classical Conditioning

CONSUMER BEHAVIOUR
CONDITIONING
PRESENTED BY- GROUP 1
Preeti
Harsh
Ankit
Anisha
Amisha
Aman
Classical Conditioning
A type of learning in which a neutral stimulus comes to bring about a response after it is
paired with a stimulus that naturally brings that response.
OR, Learning to associate an automatic behavior (or feeling) with a stimulus.
Neutral Stimulus
Unconditioned Stimulus
This stimulus does not naturally cause the A stimulus that naturally (no learning
subject to respond in a certain way. involved) causes a particular response.
Stimulus
An event, sensation, or experience that causes you to react.
Visual stimulus(Eye): You see something, you react.

Olfactory stimulus(Nose): you smell something, you react.
Gustatory stimulus(Tongue): you taste something, you react.
Auditory stimulus(Ear): you hear something, you react.
Kinesthetic stimulus(Hand): you feel something, you react.
The “Pavlov’s Dog”
Experiment
In the 1890s, Russian scientist Ivan Pavlov was

studying aspects of the digestive process by
observing salivation in dogs, when he made
the observation that dogs began to salivate
before the food arrived…for example, at the
sight of the food tray or sound of the
assistant’s footsteps.
EXAMPLE OF CLASSICAL CONDITIONING:
Do you think you have been classically conditioned to respond to

anything in a certain way?
Smartphone Tones and
Vibes ..What happens
when you heard a
familiar notification
chime?
Product Line Extensions
• A product line extension is the use of an established product brand name for a new
item in the same product category.
• Line extensions occur when a company introduces additional items in the same
product category under the same brand name such as new flavors, forms, colors,
added ingredients, package sizes.
• Example:
• Coca-Cola : Over its successful and vibrant years in the market, the beverage giant
has launched various versions such as regular coke, vanilla coke, and cherry coke
amongst others.
• The main motive behind the same was to offer something or the other innovative to
the loyal consumers of the brand with the edge of taste and flavor. Diet Coke is one
of the most famous Product Line Extension of the brand.
Product Form Extensions
• Offering the same product in a
different form but under the
same brand is a product form
extension.
• Example: Colgate mouthwash to
Colgate toothpaste.
Product category extensions
• Product category extension means to target new market segments.
• For example: Cadbury, a chocolate manufacturer, introduced
Cadbury’s Premium Celebrations Dry Fruit.
Family
branding
LICENSING
 Licensing is a marketing strategy in which a well-known brand name
is allowed to be affixed to products of another manufacturer.
Licensing can be done by manufacturers, designers, corporations,
celebrities and even cartoon characters for a specified fee.
Corporations can license their names and trademarks for some form
of brand extensions and for purely promotional purposes.
For example:
Some successful licensors include Tommy Hilfiger, Calvin Klein, and
Christian Dior, whose names appear on an exceptionally wide variety of
products, from sheets to shoes and luggage to perfume.
Corporations also license their names and logos for purely promotional
purposes: For example, the phrase “Always Coca-Cola” is printed on
clothing, toys, coffee mugs, and the like, none of which are made by
Coca-Cola.
Strategic Applications of Classical Conditioning:
1. Three basic concepts derive from classical conditioning: repetition, stimulus generalization, and
stimulus discrimination.
2. Repetition works by increasing the strength of the association between a conditioned stimulus
and an unconditioned stimulus and slows the process of forgetting.
a) After a certain number of repetitions, attention and retention declines.
b) This effect is known as advertising wear out and can be decreased by varying the advertising
messages.
c) Wear out may be avoided by varying the message through cosmetic variation or substantive
variation.
3. Some disagree about how much repetition is needed.
a) The three-hit theory states that the optimum number of exposures to an ad is three.
i) One to make the consumer aware of the product.
ii) A second to show consumers the relevance of the product.
iii) A third to remind them of its benefits.
iv) Others think it may take 11 to 12 repetitions to achieve the three objectives
4. The effectiveness of repetition is somewhat dependent upon the amount of competitive
advertising to which the consumer is exposed. a) As exposure increases, the potential for
interference increases.
5. According to classical conditioning theorists, learning depends not only on repetition, but also on
the ability of individuals to generalize.
6. Making the same response to slightly different stimuli is called stimulus generalization.
7. Stimulus generation explains why imitative “me too” products succeed in the marketplace:
consumers confuse them with the original product they have seen advertised.
a) It also explains why manufacturers of private label brands try to make their packaging closely
resemble the national brand leaders.
Instrumental Conditioning: -
• Instrumental or operant conditioning views consumers as an active participant for
learning. Learning occurs through trial and error process and the habits are formed as a
result of rewards received.
• According to B.F. Skinner – "Most individual learning occurs in controlled environment in

which individuals are 'rewarded' for choosing an appropriate behaviour".
• It is referred to as instrumental conditioning because the individual’s response is

instrumental in getting a positive reinforcement (reward) or avoiding negative
reinforcement (punishment).
• This concept applies to marketing as companies attempt to provide their customers with
products and services that satisfy their needs, thus rewarding them and reinforcing the
probability of repeat purchase.
Marketing Applications of
Instrumental Conditioning
1. Customer satisfaction
• When each time the customer has an experience with the product or
company, there has been positive reinforcement, the customers will
be satisfied. In such cases the possibility of customer retention
increases.
• This is the reason the companies are paying at lot of attention to

customer relationship management. Satisfied customers will give
better response and will also influence others.
2. Reinforcement Schedules
• How marketers schedule the reinforcement is their strategic choice.

They may vary the pattern of scheduling. They can be total (or
continuous) reinforcement, systemic (fixed ratio) reinforcement, or a
random (variable ratio) reinforcement schedule.
• Marketers will often used random reinforcement as a bonus for the

customer and fixed reinforcement as loyalty points or rewards.
3. Shaping
• Shaping occurs by having the reinforcement before the behaviour occurs.
• In this situation, the consumer can be given the offer of a reward before
they actually make their decision and purchase a product.
• Many car companies keep a lucky draw for those who test drive their
vehicle.
4. Massed Vs Distributed Learning
• The final application is the choice of massed versus distributed learning.

Should the learning and the exposure to the stimuli happen in a relatively
short period of time or be drawn out?
• Media planners are often faced with this decision when putting together an
advertising campaign.
• Many companies plan spill over ad campaign to generate a distributed

learning. In distributed learning the schedules and repetitions are planned
with great care.
4. Observational Learning
• Observational learning occurs not through responses directly to the consumer but by observation of the
behaviour and responses of others.
• Use of celebrity in advertisement is done with this objective.
• The concept of modelling views these celebrities works as role models in their advertising so that
consumers can understand the rewards of purchasing the advertisers’ products.
THANKS

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CONSUMER BEHAVIOUR

OR, Learning to associate an automatic behavior (or feeling) with a stimulus.

Visual stimulus(Eye): You see something, you react.

In the 1890s, Russian scientist Ivan Pavlov was

Do you think you have been classically conditioned to respond to

• According to B.F. Skinner – "Most individual learning occurs in controlled environment in

• It is referred to as instrumental conditioning because the individual’s response is

• This is the reason the companies are paying at lot of attention to

• How marketers schedule the reinforcement is their strategic choice.

• Marketers will often used random reinforcement as a bonus for the

• Shaping occurs by having the reinforcement before the behaviour occurs.

4. Massed Vs Distributed Learning

• The final application is the choice of massed versus distributed learning.

• Many companies plan spill over ad campaign to generate a distributed

• Use of celebrity in advertisement is done with this objective.

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