Snowman Db Behavioral Learning Approaches

Behavioral Learning Approaches

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Behavioral Learning Approaches

Advertisers understand the value of behavioral learning approaches in marketing to drive. For example, McDonald’s uses classical conditioning in its ads while Coca Cola uses operant conditioning. The objective of either parties is to reinforce consumption behavior while giving the customers a reason to consume more of the marketer’s products.

Classical Conditioning at McDonald’s

McDonald ads make their foods appear appetizing and delicious making customers to salivate over them and yearn to buy them. McDonald’s classical conditioning adverts are appropriate to convince target consumers to desire to purchase and taste the products advertised. The mouthwatering pictures used in the ads are the conditioned stimulus that serves to get people hungry while getting hungry or salivating is the conditioned response. In this case, food is an unconditioned stimulus because food is vital for survival. The objective of classical conditioning in marketing is to evoke a positive response from the consumers and associate the products with a positive and pleasing feeling with hope that the consumer will be enticed to buy the products (Kim, 2020). McDonalds is the most effective brand meaning its advertising is very effective.

Operant conditioning at Coca Cola

Basically, operant conditioning makes use of incentives to create positive attitudes towards products of a company (Niosi, 2021). For example, Coca Cola’s advertising campaign of buy one get one appears to reward a consumer for making a purchase. As a result, consumer feel appreciated and valued for their purchases and develop a positive association with the brand. Though operant conditioning, Coca Cola has succeeded at associating its brand with happiness and satisfaction. This in turn reinforces consumer’s buying behavior and loyalty. The learning effect on the customers produces positive attitudes towards Coca Cola’s products. Operant conditioning increases the frequency with which customers consumer Coca Cola products which reflects in the company’s bottom line indicating how effective the marketing strategy is.

References

Kim, S. G. (2020). The Marketing Model Applying the Concepts of Educational Psychology in the Private Educational Service Sector. The Journal of Distribution Science, 18(11), 15-22. https://www.koreascience.or.kr/article/JAKO202033064088312.page

Niosi, A. (2021). Behavioural Learning Theories. Introduction to Consumer Behaviour. https://opentextbc.ca/introconsumerbehaviour/chapter/behavioural-learning-theories/