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Unit 6: Consumer Learning

Classical conditioning works with advertising too. For example, many beer ads Notes
prominently feature attractive young women wearing bikinis. The young women
(Unconditioned Stimulus) naturally elicit a favorable, mildly aroused feeling
(Unconditioned Response) in most men. The beer is simply associated with this effect. The
same thing applies with the jingles and music that accompany many advertisements.
Perhaps the strongest application of classical conditioning involves emotion. Common
experience and careful research both confirm that human emotion conditions very rapidly
and easily. Particularly when the emotion is intensely felt or negative in direction, it will
condition quickly.
Clearly, classical conditioning is a pervasive form of influence in our world. This is true
because it is a natural feature of all humans and it is relatively simple and easy to accomplish.
Source: http://psychologyfacts.blogspot.com/2006/06/everyday-classical-conditioning.html

6.2.2 Instrumental Conditioning (Operant Conditioning)

Instrumental conditioning also involves developing association between stimulus and response
but requires the subject to discover a correct response that will be reinforced. Any response
elicited is within the conscious control of the subject. For instance, let us assume that in a Pavlov-
like experiment, dogs or rats are provided with two levers instead of just one. Pushing one lever
will produce food (reward) and the other an electrical shock (punishment). When hungry, the
animals would quickly learn to press the lever that produced food and avoid the lever that
produced an electrical shock. Learning occurs because the consequence of a repeated behaviour
is rewarding.
Figure 6.3: Instrumental Conditioning

Behaviour Likelihood of increase or
elicited decrease in response
probability

Reward or
Punishment

The foremost proponent of instrumental conditioning was B F Skinner. In his experiments, the
subjects were free to respond in several ways. Skinner worked with small animals in his
experiments, such as rats and pigeons. He developed a box, called after his name as “Skinner
box,” in which he placed experimental animals. Whenever the animals made suitable movements
such as pressed a lever or pecked keys, they received food (reward). Classical conditioning
depends on an already established stimulus-response connection, however the learner in
instrumental conditioning is required to discover a “correct” or appropriate behaviour through
trial-and-error that will be reinforced. Over a number of reinforced trials, the experimental
animal learns a connection between the lever or key (unconditioned stimulus) and pushing it
(response). According to instrumental conditioning learning theory, behaviour is a function of
its consequences.
With regard to consumer behaviour, instrumental conditioning suggests that most learning
takes place by means of a trial-and-error process and consumers experience more satisfying
results (outcomes or rewards) in case of some purchases than others. Favourable consequences
reinforce the behaviour and increase the likelihood of its repetition, that is, the consumer will
purchase the product again; unfavourable outcome will decrease that likelihood.

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