Classical Conditioning &

Operant Conditioning

AJ Freiman

Classical Conditioning

Classical conditioning based on the Behaviourist theory of psychology, which has

the theoretical goal of being able to predict and control behaviour.

Classical conditioning heavily based on work by Pavlov and his research on dogs.

Links a stimulus and a response.

Natural reaction (a unconditioned response - UR) to a particular stimulus

(unconditioned stimulus - US)

E.g. food (US) results in salivation (UR)

A bell will have no independent ability to result in salivation, it is currently a Neutral

Stimulus

If a bell is rung alongside food repeatedly (called ‘trials) the dog is conditioned to

associate a bell with food

Now, when the bell is rung it is no longer a neutral stimulus it is a conditioned

stimulus (CS), the dog will respond (salivate) this is a conditioned response (CR)

Classical Conditioning

Classical Conditioning – implications for

marketing

Proponents of the behaviourist approach to marketing believe that a lot of human behaviour can

be attributed to conditioning. This means that human behaviour can be influenced by

conditioning.

The goal of marketing is to influence consumer decision making therefore this technique is

incredibly useful to marketeers.

Marketeers want to associate their product (a neutral stimulus) with a particular unconditioned

response (e.g positive emotion)

Therefore they will associate their product with a unconditioned stimulus which currently creates a

unconditioned response.

E.g. Celebrity => positive emotion, perfume = no/little response, celebrity + perfume (repeated

trials – multiple exposure) = positive emotion, perfume = positive emotion.

Operant Conditioning

Classical conditioning suggests that organisms are passive, B.F. Skinner argues that

organisms actively engage with environment so a different model was required.

Skinners insight was that past consequences of an action shape and influence future

activity. So to understand behaviour it is important to look at the causes of an action and

its consequences.

Skinner proposed three types of response that can follow behaviour;

Neutral, Reinforcer, Punishment

Operant Conditioning

Neutral responses – these responses (or operants) do not increase or decrease the probability of the action being repeated.

Reinforcers – are responses to a behaviour which are designed to increase the likelihood the behaviour will be repeated, split into two;

Positive reinforcement – is where a pleasant stimulus (such as food is provided) following the desired behaviour e.g. dolphin tricks

Negative reinforcement – is where a negative stimulus is taken away following the desired behaviour

Punishment – are responses to a behaviour which are designed to decrease the probability the behaviour is repeated, split into two;

Positive punishment – is where a negative stimulus is added following undesired behaviour (such as a slap)

Negative punishment – is where a positive stimulus is taken away (such as a dessert after dinner) following the undesired behaviour.

Remember – positive = adding a stimulus, negative = taking away a stimulus

Operant Conditioning

Operant Conditioning – implications for

marketing

When buying a new product (behaviour), according to operant conditioning theory the

likelihood of you purchasing the product again (repeating the behaviour) is influence by

whether you perceive the product/ experience as positive or negative (e.g. it tastes good).

If positive, the behaviour (buying the product) is an example positively reinforcement,

leading to increased sales. Therefore the challenge in marketing is stimulate the initial

behaviour and to reinforce the learning (multiple trials). This could be achieved by first and

multiple purchase incentives (such as BOGOF – buy one, get one free).

Additionally it is possible to use punishment to reduce the likelihood of customers leaving

your brand. For example negative punishment is the removal of a pleasant stimulus

following undesired behaviour. An example of this would be the removal of a loyalty bonus

if shopping at a competitor.

To retain existing customers, rewards such as money back and loyalty points help reinforce

usage and provide a positive stimulus following behaviour (positive stimulus).

Operant conditioning is most effective for low-involvement products .