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RETL 425 RETAIL SHOPPER ANALYSIS Behavioral Learning: Classical and Operant Conditioning Classical Conditioning and Operant (Instrumental) Conditioning are well-known behavioral theories of learning, and both are central to an understanding of consumer behavior. This critical thinking exercise is designed to aid in the understanding of the two behavioral theories, and enhance students' ability to recognize the types of marketing situations in which one or the other form of conditioning might occur. Operant (Instrumental) Conditioning The basic premise of Operant Conditioning is very straightforward: those behaviors that are rewarded are more likely to be repeated, and those behaviors that are punished are less likely to be repeated. An overt action (Behavior in the figure below), leads to some reinforcement or punishment (Consequence in the figure below), which then leads to an increase (if reinforced) or decrease (if punished) in the probability that the behavior will be repeated. Behavior Consequence Increased or Decreased Probability of Behavior In many marketing situations, the behavior is an action such as the purchase of a product or shopping at a particular store, and the consequence is a reward in the form of some sales promotion (e.g., a premium or discount) which then increases the likelihood that the customer will repeat the original behavior. A positive experience with a product (e.g., satisfaction) can also be seen as a reinforcer. Classical Conditioning This theory of Classical Conditioning proposes that a neutral object (something with little inherent meaning to a consumer, e.g. a low-involvement product) can be associated with a meaningful object or concept, and through this association consumers can learn to respond to the neutral object in the same way that they respond to the meaningful object. In a marketing context, the meaningful \"Unconditioned Stimulus\" is typically something that will cause a predictable and positive response in consumers (the \"Unconditioned Response\" in the figure on the next page). For example, the Unconditioned Stimulus might be the use of humor in an ad, which results in an Unconditioned Response of good feelings. By associating this meaningful Unconditioned Stimulus (e.g., humor) with a Neutral Stimulus (e.g., a product) through repeated pairings (usually via advertising), the consumer \"learns\" to respond to the Neutral Stimulus in the same way that they responded to the Unconditioned Stimulus, even in the absence of the Unconditioned Stimulus. Once this association has been successfully learned, the Neutral Stimulus is then called the Conditioned Stimulus, and the Unconditioned Response is called the Conditioned Response (see figure below). In essence, there are three separate and distinct components to this theory, since the Neutral Stimulus becomes the Conditioned Stimulus, and the Unconditioned Response becomes the Conditioned Response. We will call these three separate components the Unconditioned Stimulus, the Neutral/Conditioned Stimulus, and the Unconditioned/conditioned Response. Please do the following: Below you will find two examples and then six scenarios involving conditioning principles in a marketing context. Once you have read and understood the two examples, turn your attention to each of the scenarios. For each of the scenarios given, state whether the Operant (Instrumental) Conditioning principles of Classical Conditioning principles are involved by underlining the appropriate theory. Then identify the components of the theory using the blank spaces provided under that theory. The first two examples have been completed for you (with descriptions of the reasoning process behind the answers) in order to clarify the suggested process. EXAMPLES Example 1. While he is shopping at his local discount store, Jack's attention is called to a product on \"in-store special.\" He buys the product on special, and is pleased to receive a $10.00 savings on his purchase. The next time he is shopping in that environment, he is more likely to purchase the in-store specials. Operant Conditioning Behavior: purchase "special" product Consequence: $10.00 savings Expected Change: increased purchasing of products on special Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ Reasoning: This situation can be understood from an Operant Conditioning perspective in the following way: The consumer behavior of purchasing a product on special led to the positive, reinforcing consequence of savings. This positive consequence is expected to increase the likelihood that the consumer will purchase products on special in the future. Example 2. Every time Sue sees that hilarious commercial for Champion's Pizza, it makes her laugh and feel good. When she sees a sign for Champion's Pizza while driving, she smiles. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: humor Neutral/Cond. Stimulus: Champion's Pizza Uncond./Cond. Response: good feelings Reasoning: This situation can be understood from a Classical Conditioning perspective in the following way: The Unconditioned Stimulus of humor is expected to result in the Unconditioned Response of good feelings. When the humor is paired repeatedly (through advertising) with the Neutral Stimulus, Champion's Pizza, an association is formed between the humor and Champion's Pizza. Through this association, the consumer \"learns\" to respond to Champion's Pizza in the same way that she responded to the humor, and this response no longer depends upon the presence of the humor. Please note that the Unconditioned/Conditioned Response in Classical Conditioning is rarely more specific than \"good feelings\" or \"positive emotions.\" When completing the six scenarios that follow, students need only underline the appropriate theory and fill in the related components; no descriptions of reasoning is required. Of the six scenarios to be completed, thee illustrate Classical Conditioning, and three illustrate Operant (Instrumental) Conditioning. SCENARIOS -- YOU DO THIS PART 1. Bob likes to stop and get coffee every morning on this way to work. He has a frequency customer card, so every 10th coffee order is free. He is much too busy to keep track of how many \"points\" he has to date, but he is pleasantly surprised when he is told that his morning coffee will be free of charge. In the future, he vows to stop at that coffee shop rather than the other one he sometimes frequents. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ 2. Whenever Richard hears the nostalgic music that plays in the background of the Charge Cola ad, it makes him remember his buddies from high school and some of the good times he had with them. When he goes to the grocery store to do the shopping for his family, he scans the soda aisle, then chooses Charge Cola rather than all the other similar; he just feels best about the Charge Cola brand. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ 3. Shelly loves the commercial for Cloud tissues, because she really likes seeing the fuzzy little puppies in the ad romping around. At the drug store, she never considers another brand of tissueshe just assumes that Cloud is the softest brand. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ 4. When wandering through the frozen food section of her grocery store, Mary noticed a new frozen pizza. She bought the frozen pizza and tried it for dinner that night. Mary was very pleased with the pizza, and thought it was the best pizza she had ever tasted. She put it on her shopping list to buy again. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ 5. Whenever Ralph saw the print advertisements for Smith's Spark Plugs, he couldn't help but notice how attractive the bikini-clad models in the ad were. When he needed new spark plugs for his car, he didn't put much thought into which brand he would buyhe just liked the Smith brand. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________ 6. Julie was shopping at the mall when the grand opening celebration of a new bookstore caught her eye. She wandered in and one of the store clerks handed her a complimentary gifta lovely journal. Although she didn't need to purchase any books that day, she will stop back in to that store the next time she is in the mall. Operant Conditioning Behavior: _______________________ Consequence: _______________________ Expected Change: _______________________ Classical Conditioning Uncond. Stimulus: _______________________ Neutral/Cond. Stimulus: _______________________ Uncond./Cond. Response: _______________________