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Unit 8: Learning and Attitude
consequence. For example, using a cold remedy that relieves the painful symptoms is likely to Notes
result in repeat purchase in future, if there is need. The negative reinforcement is an undesirable
or unpleasant outcome that strengthens and encourages the likelihood of a specific behaviour
by the termination or withdrawal of an undesirable consequence. For example, Colgate toothpaste
commercial shows the consequence of bad breath and encourages consumers to buy Colgate
toothpaste. Punishment and negative reinforcement are not the same. Punishment is applied to
discourage behaviour.
Example: Fines for driving under the effect of alcohol are a form of punishment to
discourage motorists from driving after consuming liquor.
Table 8.1: Important Distinctions between
Conditioning Methods
Sl. No. Classical conditioning Instrumental conditioning
1. Classical conditioning involves an No previous stimulus- response
already established response to necessary. Learner must discover
another stimulus “correct” response.
2. The outcome is independent of The outcome is dependent on learner’s
learner’s actions. actions.
3. Effects development and changes Influences changes in goal- oriented
in opinions, tastes and goals. behaviour.
(Based on David Krech et al. Psychology: A Basic Course, Knopf, 1976.)
Advertisers of toothpastes, anti-wrinkle creams, headache and cold remedies, mouthwash,
deodorants, burglar alarms, life insurance and many other products and services make use of
fear appeals relying on negative reinforcement. In all these ads the consumer is suggested a
solution to avoid negative consequences by buying the advertised product or service.
To buy a product for the first time, the consumer undergoes a decision process (high or low-
involvement). Repeated reinforcement (favourable outcomes) resulting from product usage
increases the likelihood that the consumer will continue buying the same brand until the
consumer forms a habit. The habit formation will result only if there is reinforcement of the past
purchase behaviour.
Theories of instrumental conditioning help us understand that when a learned behaviour is no
longer reinforced, it diminishes to the point of extinction and the consumer ceases buying by
habit. Extinction is the elimination of the link between stimulus and the expected favourable
outcome and there is rapid decrease in the probability that the consumer will repurchase the
same brand. For instance, effective anti-smoking, or discouraging gutka (A tobacco chewing
mixture) ads will cause extinction by eliminating the link between smoking, gutka and the
pleasure of their use.
8.3 Cognitive Learning Theory
Where choices are made deliberately, such as consumers’ purchase of a product or service, the
consequences could result in positive or negative reinforcement. Rewarding experiences will
cause positive reinforcement of a particular behaviour (in this case, purchase of the product) and
increase the likelihood of repurchase of the same product. Negative reinforcement would result
from bad experiences with the product and the consumer would most likely avoid purchasing
the same product. Premiums, discounts and showing satisfied customers are attempts to reinforce
consumers’ purchase behaviour of particular products.
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