Consumer Behaviur

Experiential Exercise II

Consumer Behavior

Submitted By:

Sambriddhi Sharma (16133)

MBA FALL 2016

Kathmandu University School of Management

Submitted To:

Asst. Prof. Rupesh Krishna Shrestha

Course Instructor

Kathmandu University School of Management

In partial fulfillment of the requirements for the degree of

Master of Business Administration (MBA)

Balkumari, Lalitpur

October, 2017

EXPERIENTIAL EXERCISE - II

Q1. Find and describe three advertisements, one based on cognitive learning, another based on operant conditioning, and the third based on classical conditioning. Discuss the nature of each advertisement and how it utilizes that type of learning.

• Cognitive Learning

Starting with cognitive learning, it is basically a mental process of forming opinions, attitudes, making decisions for reacting either positively or negatively. The main goal of cognitive learning is to prove its impact on consumer behavior.

From advertiser’s point of view, it is a productive methods for communication with their target audience. With the integration of cognitive learning, its effect goes a comprehensive way in persuading the customers to develop a true and complete understanding of the brand or product.  The major goal behind advertising is to grab the attention of customer towards its product or brand and increase the sales of it. But cognitive learning aim is not to attract customer but aims in combining the relationship between the brand and customers by notifying and describing them why to use that brand, its benefits and accessibility. Cognitive learning replicates the objective and thought process of the advertiser and helps in building trust and respect among customers. (Misbah, n.d.)

Cognitive learning integrates how people think, how people understand, how people know. Focusing on these three aspects, advertisement that undergoes cognitive learning would be the Pantene Shampoo. In this advertisement, celebrity bollyhood actress Anuska Sharma gives a 14 days hair fall recovery challenge to the common girl quoting that the product works effectively for all kinds of people whether it be a celebrity or a common people. This advertisement has cognitive learning approach as it has used the celebrity face and a common girl in order to influence all the women who have been suffering from hair fall problem.  This ad understands what people think, understand and know by making Anuska to give this 14 day challenge to a common girl so that every women that come across this ad can relate herself to that girl in the ad. Rather than try to attract the audience by keeping celebrity in the ad, it is adding the value by quoting the problem of all and try to connect to the audience by solving their hair fall problem.

Link of the advertisement: https://www.youtube.com/watch?v=F7KBvTEH-3I

• Operant Conditioning

Operant Conditioning is all about advertisers exploiting the psychological reactions of consumers by convincing them to purchase their product. In this type of learning, the advertiser uses either reward or punishment to change the consumer’s buying behavior. Here, the trailing of the product will follows liking it. Behavior of consumer will be based on their past experience that will either encourage or discourage them to repeat a certain behavior.

There are basically positive, negative reinforcement and rewards/punishment in operant conditioning.

Example of operant conditioning would be the advertisement of Rolex Watch. In the link below, first advertisement portrays a positive reinforcement that has a positive reward and there is a positive result that assist to support the behavior. The ad quotes as, ‘Rolex is what brings her close to you’. Simply by wearing a Rolex watch on himself, a man can bring a woman close to himself

[pic 1]

Positive Reinforcement

In the link below, second advertisement portrays a negative reinforcement that states the negative impact of not wearing a Rolex watch. The ad quotes as, ‘Purchase a Rolex watch and you will get a woman!’ If a man does not wear a Rolex watch on himself, there is a chance of woman getting attracted towards you. So, if you did not want to lose her, you will have to wear Rolex. This advertisement is showing a negative consequences for not wearing a Rolex watch.

[pic 2]

Negative Reinforcement

Finally, the third advertisement speaks about the punishment aspects of not wearing a Rolex watch. The ad quotes as, ‘You don’t need hands, if you don’t have Rolex.’  This add in subconsciously forcing the viewers to wear the watch by telling them their hands has no use if it does not have Rolex watch in it. [pic 3]

Punishment

From all these three advertisement, is encouraging the male users to use the Rolex watch, so that they don’t miss out impressing a woman. It is psychological giving reactions to the viewers that anyone who does not buy Rolex will be left on the sideline.

Link of the advertisement:https://www.youtube.com/watch?v=MpSTUYfgvqk

• Classical Conditioning

Classical conditioning is also all about advertisers exploiting the psychological reactions of consumers by convincing them to purchase their product. It is how consumers respond to a stimuli a specific, unconscious way. By using classical conditioning, companies try to influence consumers buying behavior. Here, the sense of liking the product comes before trying it. The best example to explain classical conditioning would be, a person salivating after looking at the picture of delicious food. The advertiser make an effort to acquire consumer to get connected with their product with specific reaction or emotion, in the expectation that the consumer will then buy the product.