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Reinforcement Role in Operant and Classical Conditioning

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The Cyprus Institute of Marketing

Nicosia

Subject: Consumer Behaviour

Lecturer: Avgi Avgousti

Program: ADBA

Words: 1912

Date due:14.12.2012

Name of Student: Elena Kapona Andreou

Student Registration Number: CYN/136/11

The concept of reinforcement is very important in the learning of consumer preferences. Explain why and discuss this relation to the Classical and Operant Conditioning Theories. Support your answer with examples.

Table of content:

Page 1 - introduction

Page 2 –about learning

Page 3 - classical conditioning

Page 4-5 – examples of classical conditioning

Page 6-7 …show more content…

(Solomon et al., 2002)

Peter and Olson (2010) argued that there are three aspects that have to be noted when depicting classical conditioning. First, that classical conditioning can be achieved with previously conditioned stimuli not only with unconditioned stimuli. Second, classically conditioned behaviours are managed by stimuli that occur previously to the behaviour. And third, the behaviour resulted from classical conditioning are assumed to be involuntary and not under the conscious control of the person. (p. 213)

Learning through classical conditioning takes place in low-involvement situations, where moderately low levels of processing effort is involved. But after many numbers of low-involvement scrutinizing of an event, association may be formed. (Hawkins et al. 2010, p. 377)

A very easy example of using association to achieve classical conditioning, is the association of an unknown brand with a very popular song which creates positive feelings. After a number of repetitions of the associations, the unknown brand will create the same positive feeling as the song does.

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Marketers aims, when developing brands, are to associate the brand with a key word which usually represent a

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