12. How can the principles of (a) classical conditioning theory and (b) instrumental conditioning theory be applied to the development of marketing strategies? Classical conditioning is now seen as cognitive associative learning; not the acquisition of new reflexes, but the acquisition of new knowledge about the world. Marketers can use product line extensions, family branding, and licensing to capitalize on the principles of classical conditioning. The consumer may be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world.
Instrumental conditioning is the learning that results from exposure to relationships among …show more content…
Because Neutrogena has a good reputation in skin care, the new shaving line can build on this reputation and add skin care value to the male segment. Like classical conditioning, instrumental conditioning requires a link between a stimulus and a response. In instrumental conditioning, however, the stimulus that results in the most satisfactory response is the one that is learned. Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors. Although classical conditioning is useful in explaining how consumers learn very simple kinds of behaviors, instrumental conditioning is more helpful in explaining complex, goal-directed activities. Therefore, for Neutrogena to use instrumental conditioning, they must provide consumers the opportunity to try the product and then like what they …show more content…
It has been argued that consumers can become cognitively overloaded if they are given a lot of information in a limited time. The result of this overload is confusion, resulting in poor purchase decisions. One study found that consumers make less effective choices when presented with too much information. Other studies have found that consumers can handle large amounts of information without experiencing overload. The apparent contradiction between these findings may be due to the absence of a precise definition as to how much information constitutes overload. Is it five items or fifteen items? One experiment, which concluded that consumers are confused and make poor choices as the result of information overload, provided consumers with 10 to 25 choice alternatives, and with information concerning 15 to 25 product attributes. Research is needed to determine at what point information overload sets in for various subsets of
Instrumental conditioning is the learning that results from exposure to relationships among …show more content…
Because Neutrogena has a good reputation in skin care, the new shaving line can build on this reputation and add skin care value to the male segment. Like classical conditioning, instrumental conditioning requires a link between a stimulus and a response. In instrumental conditioning, however, the stimulus that results in the most satisfactory response is the one that is learned. Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors. Although classical conditioning is useful in explaining how consumers learn very simple kinds of behaviors, instrumental conditioning is more helpful in explaining complex, goal-directed activities. Therefore, for Neutrogena to use instrumental conditioning, they must provide consumers the opportunity to try the product and then like what they …show more content…
It has been argued that consumers can become cognitively overloaded if they are given a lot of information in a limited time. The result of this overload is confusion, resulting in poor purchase decisions. One study found that consumers make less effective choices when presented with too much information. Other studies have found that consumers can handle large amounts of information without experiencing overload. The apparent contradiction between these findings may be due to the absence of a precise definition as to how much information constitutes overload. Is it five items or fifteen items? One experiment, which concluded that consumers are confused and make poor choices as the result of information overload, provided consumers with 10 to 25 choice alternatives, and with information concerning 15 to 25 product attributes. Research is needed to determine at what point information overload sets in for various subsets of