What is classical conditioning in consumer behaviour?
Answers
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Define :-
Consumer learning is a process. A process which continually changes and acquires new knowledge
Consumer Behavioral Learning Theories
There are various theories which are developed to explain the learning theories. The below are the major theories related to consumer behavior.
Classical Conditioning theory refers to learning through repetition. This is referred to as a spontaneous response to particular situation achieved by repetitive exposure. It is such a kind of a behavioral theory which says, when a stimulus is connected to or paired with another stimulus, it serves to produce the same response even when used alone.
For example, if you usually listen news at 9 pm and have dinner too at 9 pm while watching the news then eventually the sound of news at 9 pm may make you hungry even though you are not actually hungry or even if the dinner is not ready.
Instrumental Theory is developed by B F SKINNER, an American psychologist, he was the first to develop this model of learning. Instrumental theory suggests that human beings learn by trial and error method and then find out a particular stimulus that can yield best results. Then, this is subsequently formed as a habit
This theory is very important and applies to many common situations in the context of consumer behavior. It suggests that consumers learn by means of trial-and-error method in which some purchase behaviors result in a more favorable outcome.
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Answer:
Classical conditioning is psychological reactions exploited by advertisers to convince us to buy their products. In classical conditioning, consumers respond to a stimulus in a particular, unconscious way – for example, by salivating when they see a picture of delicious food.