Customer behaviour, deatils of Classical Conditioning and Operant Conditioning
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The document discusses the differences between classical and operant conditioning in learning, highlighting their definitions, processes, and typical applications in marketing strategies. It provides examples of how both conditioning types are used in selling fast-food hamburgers and automobiles, illustrating their effectiveness through techniques like event sponsorship and advertising. Key factors include targeting specific consumer groups, determining competitive pricing, and leveraging emotional responses to enhance marketing outcomes.
Customer behaviour, deatils of Classical Conditioning and Operant Conditioning
- 2. Name Md Jahirul Alam Asrafuzzaman Md. Rowshan Ali Mst. Shamrose Sultana ID 13153015 13153005 13153026 13153012
- 3. What are the major differences between classical and operant conditioning? Under what conditions would be use of classical conditioning be likely to produce positive results as part of marketing strategy? Examine the marketing strategies used to sell fast-food hamburgers and automobiles. Identify specific examples of classical conditioning, operant conditioning shaping and discriminative stimulus for each product type.
- 5. The differences between classical conditioning and operant conditioning can be explained from various dimensions Definition Classical conditioning is defined as a type of learning in which a neutral stimulus, when paired with an unconditioned stimulus which naturally generates a response, becomes conditioned and starts generating a response similar to that generated by unconditioned stimulus.
- 6. Whereas Operant conditioning is defined as a type of learning in which the probability of repetition of preceding behavior is either increased by reinforcement or decreased by punishment Basic Concept: In classical conditioning, there is an association between two stimuli i.e. the conditioned and unconditioned stimulus Whereas in operant conditioning, there is an association between behavior and its results
- 7. Nature of Behavior: Classical conditioning is based on natural or innate behavior i.e. inborn behavior whereas operant conditioning is based on its environment to produce desirable behavior. Order of Events: In classical conditioning, the order of events is based on natural stimulus. In operant conditioning, the order of events is based on reinforcement and punishment depending upon the behavior shown. Nervous System Activity: The process of classical conditioning involves peripheral nervous system activities whereas the operant conditioning involves central nervous system activity.
- 8. Examples: Classical Conditioning can be explained by the following example. when a patient goes to a physician Operant conditioning can be explained as when a baby is crying but after pickingup he is laughing.
- 10. Classical conditioning is generally used with low-involvement products (Hawkins 1998.) This is because classical conditioning is most effective when emotion is involved. Nobody wants to think (cognitive) about purchasing low-involvement So, there is a great impact on classical conditioning.
- 11. Advertising and sales promotion (event sponsorship) is the most common forms of classical conditioning in marketing. -Classical conditioning is used in a plethora of advertisements -Event sponsorship Background Music Repetition
- 12. Examples Advertising Michelin’s use of babies sitting in tires. The babies (US) elicit positive feelings (UR) from the exposed person. The tires become the CS. When the tires elicit the same positive feelings, the feelings become the CR. Event Sponsorship Billboards at baseball parks are a form of event sponsorship utilizing classical conditioning. The game (US) produces the feelings (UR) that is associated with the product.
- 14. Marketing strategies used to sell fast- food hamburgers and automobiles. For the product, fast food hamburgers our targeted customer may be young generation and busy people. Secondly we have to determined the price for this product by examining the competitor’s price for the same product hamburgers. For promoting the product we have to advertise the product, we can use TV, Radio, newspapers. To distribute the product according to the marketing plane. Marketing strategy is the marketing logic by which the business unite hopes to achieve its marketing objectives. Marketing strategies used to sell fast-food hamburgers:
- 15. Examples of classical conditioning, operant conditioning shaping and discriminative stimulus for the product hamburgers: Classical Conditioning: Such as Chris Gayle eats hamburgers and hits sixes so, the supporter of Chris Gayle takes it and its sales increase. Operant conditioning: If a discount is given at the time of purchasing, it may increase the possibility that shopper will repeat the purchasing from same store. Shaping : Sometimes the offers are given for coming to the store. Like a Pepsi with a hamburgers. But after coming to the store they found the size of hamburgers is small so, they purchase full price item. Discriminative stimuli: If an advertisement is given a Pepsi with two hamburgers this may increase the probability of purchasing hamburgers here offer is discriminative stimuli
- 16. The target customer of automobile is higher class people. To determined the competitive price for the product. Advertising the product using traditional advertising activities. Product must be distributed in commercially important place.
- 17. Examples of classical conditioning, operant conditioning shaping and discriminative stimulus for the product automobiles: classical conditioning: Automobiles like BMW used by Ronaldo creates a positive effect to this product operant conditioning: Giving reward or coupon code can increase future purchase. shaping: Loss leader and other special deals used to reward individuals for coming to the store. discriminative stimulus: Automobiles which has brand image like BMW, Marchediz Benz Influence consumer behavior.