7.

Behavioral Learning: Classical and Operant Conditioning

Classical Conditioning and Operant (Instrumental) Conditioning are well-known behavioral theories of learning, and both
are central to an understanding of consumer behavior. This critical thinking exercise is designed to aid in the
understanding of the two behavioral theories, and enhance students' ability to recognize the types of marketing situations
in which one or the other form of conditioning might occur.
VD: một sản phẩm được rao bán, nếu
có thể nhận hình phạt không mua kịp thì KH sẽ miss out nó.
Operant (Instrumental) Conditioning liên tưởng tới phản ứng có chủ ý => punishment

The basic premise of Operant Conditioning is very straightforward: Those behaviors that are rewarded are more likely to
be repeated, and those behaviors that are punished are less likely to be repeated. An overt action (Behavior in the figure
below) leads to some reinforcement or punishment (Consequence in the figure below), which then leads to an increase (if
reinforced) or decrease (if punished) in the probability that the behavior will be repeated.

Behavior -> Consequence ->Increased or Decreased Probability of Behavior

In many marketing situations, the behavior is an action such as the purchase of a product or shopping at a particular store,
and the consequence is a reward in the form of some sales promotion (e.g., a premium or discount) which then increases
the likelihood that the consumer will repeat the original behavior. A positive experience with a product (e.g., satisfaction)
can also be seen as a reinforcer.
phải có kích thích neutral
Classical Conditioning liên tưởng tới phản ứng không có chủ ý

This theory of Classical Conditioning proposes that a neutral object (something with little inherent meaning to a consumer,
e.g., a low-involvement product) can be associated with a meaningful object or concept, and through this association
consumers can learn to respond to the neutral object in the same way that they respond to the meaningful object.

In a marketing context, the meaningful "Unconditioned Stimulus" is typically something that will cause a predictable
and positive response in consumers (the "Unconditioned Response" in the figure below). For example, the
Unconditioned Stimulus might be the use of humor in an ad, which results in an Unconditioned Response of good feelings.
By associating this meaningful Unconditioned Stimulus (e.g., humor) with a Neutral Stimulus (e.g., a product) through
repeated pairings (usually via advertising), the consumer "learns" to respond to the Neutral Stimulus in the same way that
they responded to the Unconditioned Stimulus, even in the absence of the Unconditioned Stimulus. Once this association
has been successfully learned, the Neutral Stimulus is then called the Conditioned Stimulus, and the Unconditioned
Response is called the Conditioned Response (see figure below).

In essence, there are three separate and distinct components to this theory, since the Neutral Stimulus becomes the
Conditioned Stimulus, and the Unconditioned Response becomes the Conditioned Response. We will call these three
separate components the Unconditioned Stimulus, the Neutral/Conditioned Stimulus, and the Unconditioned/Conditioned
Response.

Please do the following:

Below you will find two examples and then six scenarios involving conditioning principles in a marketing context. Once
you have read and understood the two examples, turn your attention to each of the scenarios. For each of the scenarios
given, state whether Operant (Instrumental) Conditioning principles or Classical Conditioning principles are involved by
underlining the appropriate theory. Then identify the components of the theory using the blank spaces provided under
that theory. The first two examples have been completed for you (with descriptions of the reasoning process behind the
answers) in order to clarify the suggested process.

EXAMPLES

Example 1. While he is shopping at his local discount store, Jack's attention is called to a product on "in-store special."
He buys the product on special, and is pleased to receive a $10.00 savings on his purchase. The next time he is shopping
in that environment, he is more likely to purchase the in-store specials.

Operant Conditioning Classical Conditioning

shopping at his local discount store

Behavior: ___________________ Uncond.Stimulus: ____________

receive $10 savings on his purchase

Consequence: _______________ Neutral/Cond. Stimulus: ____________

he is more likely to repurchase

Expected Change: ________________ Uncond./Cond. Response” ___________
the in-store specials

Example 2. Every time Sue sees that hilarious commercial for Champion's Pizza, it makes her laugh and feel good. When
she sees a sign for Champion's Pizza while driving, she smiles.

Operant Conditioning Classical Conditioning

Behavior: ___________________ Sue see that hilarious commercial

Uncond.Stimulus: ____________

Consequence: _______________ the ad makes her laugh and

Neutral/Cond. Stimulus: ____________
feel good (satisfaction) Champion’s Pizza
Expected Change: ________________ Uncond./Cond. Response” ___________
She smiles when seeing a sign for
Champion’s pizza while driving
SCENARIOS

1. Bob likes to stop and get coffee every morning on his way to work. He has a frequency customer card, so every 10th
coffee order is free. He is much too busy to keep track of how many "points" he has to date, but he is pleasantly surprised
when he is told that his morning coffee will be free of charge. In the future, he vows to stop at that coffee shop rather than
the other one he sometimes frequents.

Operant Conditioning Classical Conditioning

bob likes to stop to get coffee every morning

Behavior: ___________________ Uncond.Stimulus: ____________

Consequence: _______________
he is told that his (tenth) morning coffee will be Neutral/Cond. Stimulus: ____________
free of charnge due to a frequency customer card

he vows to stop only at that

Expected Change: ________________ Uncond./Cond. Response” ___________
coffee shop

2. Whenever Richard hears the nostalgic music that plays in the background of the Charge Cola ad, it makes him remember
his buddies from high school and some of the good times he had with them. When he goes to the grocery store to do the
shopping for his family, he scans the soda aisle, then chooses Charge Cola rather than all the other similar sodas; he just
feels best about the Charge Cola brand.

Operant Conditioning Classical Conditioning

Behavior: ___________________ the nostalgic music in the background

Uncond.Stimulus: ____________

Consequence: _______________ Charge Cola

Neutral/Cond. Stimulus: ____________

Expected Change: ________________ Uncond./Cond. Response” ___________

choose Charge Cola rather than all
similar sodas

3. Shelly loves the commercial for Cloud tissues, because she really likes seeing the fuzzy little puppies in the ad romping
around. At the drug store, she never considers another brand of tissue she just assumes that Cloud is the softest brand.

Operant Conditioning Classical Conditioning

Behavior: ___________________ Uncond.Stimulus: ____________

The fuzzy little puppies romping around

Consequence: _______________ Cloud tissues

Neutral/Cond. Stimulus: ____________

Expected Change: ________________ Uncond./Cond. Response” She

___________
never consider another brand of tissue
except Cloud.
assume that Cloud is the softest brand

4. When wandering through the frozen food section of her grocery store, Mary noticed a new frozen pizza. She bought
the frozen pizza and tried it for dinner that night. Mary was very pleased with the pizza, and thought it was the best pizza
she had ever tasted. She put it on her shopping list to buy again.

Operant Conditioning Classical Conditioning

Mary noticed a new frozen pizza and tried it

Behavior: ___________________ Uncond.Stimulus: ____________
for dinner that night
she was pleased with the pizza
Consequence: _______________ Neutral/Cond. Stimulus: ____________

Expected Change:She put it on her shopping list to buy againUncond./Cond. Response” ___________
________________
 anh ta làm trong vô thức
5. Whenever Ralph saw the print advertisements for Smith's Spark Plugs he couldn't help but notice how attractive the
bikini-clad models in the ad were. When he needed newer spark plugs for his car, he didn't put much thought into which
brand he would buy-he just liked the Smith brand.

Operant Conditioning Classical Conditioning

Behavior: ___________________ ATTRACTIVE bikini-clad models

Uncond.Stimulus: ____________

Consequence: _______________ Neutral/Cond. Stimulus: ____________

Smith’s Spark Plugs

Expected Change: ________________ Uncond./Cond. Response” ___________

When he needed newer spark plugs for his car, he
thought to Smith brand

6. Julie was shopping at the mall when the grand opening celebration of a new bookstore caught her eye. She wandered
in and one of the store clerks handed her a complementary gift a lovely journal. Although she didn't need to purchase any
books that day, she will stop back in to that store the next time she is in the mall.

Operant Conditioning Classical Conditioning

Behavior: Julie wandered in a new bookstore

___________________ Uncond.Stimulus: ____________

Julie received a complementary gift (a lovely journal). Neutral/Cond. Stimulus: ____________

Consequence: _______________

Expected Change: ________________

Julie is more likely to visit the store Uncond./Cond. Response” ___________
again in the future.