The operant conditioning is implied as to the way of learning in which few punishments and benefits are associated with the consumption of some products. Thus, this conditioning reflects reinforcements. If that reinforcement stays in a positive nature, then the customer would raise that behavior by consuming those goods in more quantities. While the negative reinforcement discourages that behavior and henceforth, the people are less likely to adopt that behavior and consume the goods in that manner. An instance of positive reinforcement is the provision of money cashback and discount offers. The Amazon Company has the provision of sending gifts to the relatives and friends in the gift packaging, on one click and in return the person gets the cashback on that. This conditioning enables the consumer to think that if he would consume goods in the same manner, then he would get the same benefits. Similarly, the instance of negative reinforcement is the risk and danger associated with the product. Like, when people consume cheaper electric goods or negatively use the goods, then this conditioning would discourage the customer from using the goods in a concerned manner. Observational Learning in Advertising: Observational learning strives the ways of learning for the observations. For instance, there are few advertisements, which reflect the way of behavior of how to behave, how to eat food, and so on. When the parents encounter the situations, they recall the messages given in that concerned advertisement.
Classical conditioning implies the learning in which the person is able to produce specific reactions because of the prevalence of natural stimuli. It can be described as the process, which helps to associate a few events and stimuli, or natural reactions. The association of those events is done that generally happens together and sometimes, a typical situation is connected to any product. When the customer would face that concerned situation in his real life, then he would recall that product. For instance, Maggie is produced by the Nestle Company. The Maggie is ready-made instant noodles, which is tagged as “ready in two minutesâ€. This slogan is associated with Maggie. This is why when the consumer encounters any situation in which he searches for any food that could be cooked in two minutes, or anything related to two minutes then he may recall Maggie. In general, advertisements make massive use of classical conditioning, and the idea behind this is too normal. The basic objective of the advertiser is to cater to the attention of viewers and readers so that they could be exposed to the advertisement. Even the top multinational corporations also use classical conditioning, while advertising the product. For instance, Coca-Cola is produced by one of the world’s larger companies. This company poses a tagline, which is “open happinessâ€. This tagline also contains the music note associated with the product. In this situation, when the customer purchases Coca-Cola, then he gets the feeling of happiness while consuming that. It would then make an increase in the fan following of the product and the company. Hence, it could be said that classical conditioning trains the minds of customers so that the products could be easily purchased.
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