Classical Conditioning and Influence on Personal Consumer Behaviour - Essay Example

Consumer Behaviour Report Name: Institution: Consumer Behaviour Report Introduction Consumer behaviour is an essential determinant of the success of a product or service in any market. This is because it is the consumer that conducts purchases and little or more interest in a product or a service will determine the level of profitability of the said commodity. Consumer behaviour theories provide an explanation of the different aspects that influence consumer behaviour and the techniques that marketers can use in the promotion of their products and services. The main objective of this report is to assess classical conditioning as a consumer behaviour theory and its effect in marketing of products and services. Classical conditioning Classical conditioning is a behavioural learning theory that was proposed by Ivan Pavlov in his experiments that were conducted with dogs. According to Pavlov, all living beings are passive in nature and they can learn different aspects of behaviour by repetition or conditioning (Kardes et al, 2014). Learning in the view of Pavlov occurs when one stimulus is paired with another that leads to a known response produces a similar response when used alone (Wayne et al, 2012). In his experiments with dogs Pavlov measur4ed the amount of saliva secreted when changes are made. At first, he gave the dog’s meat, unconditioned stimulus, and there was a large amount of saliva, unconditioned response (Kardes et al, 2014). When he rang the bell, neutral stimulus, no saliva was secreted. In the second phase, he combined the ringing of the bell and the meat, conditioned stimulus plus unconditioned stimulus, and there was salivation. After repetition of this process over time, he began the last phase when he rang the bell (conditioned stimulus) and there was salivation (conditioned response) (Wayne et al, 2012). The dog learned to associate the sound of the bell with provision of meat hence giving the same response of salivation wherever the bell was rang. In relation to consumer behaviour, learning occurs when a person can associate a stimulus and a response. Consumers are information seekers and they will rely on information provided by the unconditioned stimulus and conditioned stimulus to respond accordingly (Mullen & Johnson, 2013). When perceived in relation to behaviour in human beings, classical conditioning occurs in situations where a person learns to associate an unrelated stimulus (conditioned stimulus) with a specific behavioural response (Unconditioned response/conditioned response), which was previously prompted with a related stimulus (unconditioned stimulus) (Kardes et al, 2014). If an individual is exposed to a series pairings in a repetitive manner between the first and the second stimulus, then, gradually, the second stimulus alone begins to be associated with the first stimulus and prompts the same response as the first stimulus did alone or in combination with the second stimulus. The ability of the conditioned stimulus to prompt a conditioned response is based on the cognitive ability of a person to remember. The principle of repetition in the view of Pavlov allowed the dog to remember and develop an association between the meat and the bell hence the salivation experienced indifferent situations. Elements such as symbols, signs, jingles, colours and logos can be essential in facilitating consumer learning thorough the process of association. this explains why companies often choose to repeat their messages either in audio, visual media or print media several times to ensure that their consider understand and associate different products with specific advantages to their wellbeing. Classical conditioning and influence on personal consumer behaviour Apple Company is considered as one of the most successful technological companies in the world today. Classical conditioning has played n influential role in my preferences of the iPhone, which is a product of the company. Steve Jobs was one of the founding members of the company, neutral stimulus. His definition of success and the need to put in hard work in everyday life was an element that is considered essential for success. My decision to purchase an iPhone instead of other brands such as Samsung or Sony was inflicted by the need to be associated with successful people (conditioned response). The elegance, precision and efficiency associated with the iPhone compared to other smartphones in the market can be used as a symbol of excellence, which demonstrates the higher profit levels, competitive advantage and customer base that the product continues to enjoy in the highly competitive smartphone market on the global platform. In terms of cosmetics, Lux is one of my favourite brands. The company has been able to ensure that I remain one of its loyal customers not only because of the message content, which has remained the same overtime, but also because of its choice of celebrities and spokespersons that give information regarding the message. the decision by the company to use celebrities such as Rekha and Hema Malini has made it possible for me to associate the beauty of their bodies with the use of Lux hence making it a leading product that I must always purchase as it is associated with successful my favourite celebrities. Coca-Cola is also one of the most successful companies in the soft drink industry. Its success is not only associated with its resilience to different pressures in the market but also to its ability to ensure that customers are provides with varieties of flavoured beverages. My favourite drink is Coca-Cola. I am a football fan and in most of the advertisements by the company, the drink is associated with happiness and the need to enjoy a “coke” with a friend. Every time I met my friends to watch a football match. The drink that I enjoy most is Coca-Cola because it brings with it the desired happiness when enjoined to a group. This is an indication that I have learned to associate the drink with happiness. Reflection on personal consumer behaviour I am the type of consumer who purchases products and services depending on the benefits associated with the product. Price of the product is in most cases not an element of consideration since other aspects such as the quality of the product and the prevailing sociological conditions determine the type of product or service that I purchase. I prefer being associated with success and successful people. This is an indication that people around me can influence the type of product or service that I buy. I prefer using an iPhone compared to other smartphones because it is associated with Steve Jobs who I consider as one of the most successful and entrepreneurial individuals in the world. My decision to use Lux as a cosmetic is because of the nature of the message that it communicates, the ingredients used in the production of the cosmetic and the fact that my favourite celebrities have been used in advertising the product. Coca-Cola is my favourite soft drink because it brings out the need to be with friends and share in the happiness. When my consumer behaviour is understood in relation to classical conditioning theory, it is possible argue that I learn and purchase products by associating the product with specific aspects in the environment. I am able understand the element of substantive variation and use it distinguishing products through the use of stimulus discrimination (Wayne et al, 2012). Conclusion Classical conditioning is a behavioural learning theory, which contends that by associating different events it is possible to anticipate and represent the environment. For successful application, repetition, stimulus generalization and stimulus discrimination provide individual with the ability of selecting one product over another. It is through classical conditioning that a strong association is creating between a stimuli and a response and this decreases the chances of forgetting when pairing of stimuli is conducted overtime to give the same response. Personally, my consumer behaviour is determined by associating the products I purchase with their purpose and the people in charge of production or advertisements. References Kardes, F., Cranley, M & Cline, T. (2014). Consumer Behaviour. Cambridge University Press: Cambridge, pp. 141-142 Mullen, B & Johnson, C. (2013). The Psychology of Consumer Behaviour. Oxford University Press: Oxford, pp.181-182 Wayne, D., Maclnnis, D., Pieters, R. (2012). Consumer Behavior. Cambridge University Press: Cambridge Read More