CB: Session 8A: Classical Conditional

Theories of Consumer Learning

Consumer learning process initiates with motivation. Consumer's needs and wants influences the ability to identify cues. Cues when matches with expectations generates response and response reinforces learning.

The process of learning is explained by many theories. Broadly, there are two learning theories - Behavioural and Cognitive. Behavioural theories are outcome of learning as a part of routine. Cognitive learning is purposive learning. 

Behavioural Learning can happen through classical conditioning and operant conditioning. Which conditioning may take place largely depends upon the product category and the degree of involvement.

Classical Conditioning

Learning is an associative process. This Minute Maid Pulpy orange ads aims at the learning that the product contains real fruit pulp. The ad shows that how consumers are viewing the product as real fruit as they no more distinguish between product and the real fruit (the pulpy feeling). 

We as consumers learn faster if the association is established with an unconditional stimuli. An unconditional stimuli is something which is known to us and based on our perception we have an unconditional response to it. The unconditional stimuli is fruit and unconditional response is the fruit pulp (which is regarded as sign of freshness). Conditional stimulus is 'Pulpy Orange' and conditional response is the product that contains fresh orange pulp. 

Some other such associations are waterfall for freshness and purity, tulsi, neem and turmeric for their medicinal properties, cucumber and aloe vera for their herbal properties which we have seen in association with many products and brands. These associations also help a brand to decide its positioning.

Ivan Pavlov, a Russian physiologist, was the first to describe conditioning and to propose it as a general model of how learning occurs. Pavlov demonstrated what he meant by conditioned learning in his studies with dogs. In his studies he served meal to a hungry dog and sounded a bell simultaneously. After several repetitions, the dog associated the sound of the bell with the food. 

In consumer behaviour context, the Dove body lotion ad  is another example. Notice how the ad associates Dove body lotion with the freshness and nourishment of cucumber. The brand's positioning plays off this association.

Classical conditioning can also associate a product or service with a favourable emotional state. A study by Gerald Gorn used this approach to examine how background music in ads influences product choice. 

Can you identify the association in this ad?

Cognitive Associative Learning

According to contemporary behavioural scientists, classical conditioning is learning of associations among events that allows the organism to anticipate and represent its environment. The relationship (contiguity) between the conditioned stimulus and the unconditioned stimulus (the bell and the food) influenced the dogs' expectations, which in turn influenced their behaviour (salivation). Hence, classical conditioning is an process that builds through Cognitive Associative Learning - it is seen as the acquisition of new knowledge rather than new reflexes.

Reference: Consumer Behaviour by Schiffman, Kaunk and Kumar