James Watt College

MUSIC INDUSTRY MARKETING 2 WEEK 2 CONSUMER BEHAVIOUR (LEARNING THEORY CONT..

Stimulus-Response approach
These associations can be explained through associations between a stimulus and a response. A stimulus is something that enters

the consumers environment. The response is the result of this happening. There are two types of S-R learning: classical conditioning and operant conditioning.

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Classical conditioning
The classical theory of learning, or

conditioning, was developed by, among others, the Russian researcher Ivan Pavlov. Pavlovs famous experiments with dogs demonstrated that automatic responses (reflexes) could be learned. Let us now look at his famous experiment.

Music Industry Marketing 2 (D14 35)

Music Industry Marketing 2 (D14 35)

Activity:
What you should do now is research the

internet and read a short piece on the Pavlov experiment.

What did you find out?

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Comment on Activity
You will have identified the four key factors in

the learning process. Here they are:

Unconditioned Stimulus - Unconditioned Response Conditioned Stimulus - Conditioned Response

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 The most important process that happens

here is that the dog is now conditioned to the Conditioned Stimulus (CS) and responds with the Conditioned Response (CR).
In consumer behaviour it is no different. The manufacturer trains the consumer to respond to a CS that is presented to them.

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Here are some examples:

CS type

CS example Colour Red/Black Coke label Logo Nike Logo Name of brand Slimfast Shape of pack or product Coke bottle

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 Can you see how they link the product in the consumers mind through the use of a CS? The CR is then of course the consumer responding by purchasing the product.

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Activty: Generalisation
You should now go back to the internet and make a note about the generalisation process that Pavlov discovered.

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Comment on Activity
What of course Pavlov found was that once

the dog was conditioned, it would also respond to a similar stimulus, such as a similar bell. With consumers it is the same. Once the connection has been made, it is easy to move the conditioning to a similar stimulus. Here is an example.

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Coca Cola
The original coke bottle shape with the

red/black colouring is a very good example of a CSCR relationship. What did they do when they introduced different flavours? They used generalisation so that consumers would know it was from the Coca Cola stable of brands. List some versions:

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 What did they keep the same? List what the similarities are across the

versions here:
So how do consumers tell them apart?
This is the next principle Pavlov discovered.

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Discrimination
You should now go back to the internet and make a note here about the discrimination process Pavlov discovered:

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 What, of course, Pavlov discovered was that

the dog could also be trained to respond differently to different stimuli. Consumers are the same. Let us go back to the Coca Cola example.
What is different about the different versions you listed of Coca Cola?

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 The main thing is that the colour for each is different You have now identified how Coca Cola use the principles of generalisation and discrimination.

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Activity
You should now apply these principles to another product.
You are going to select a major crisp

manufacturer and for four versions of their standard range you should identify the methods they have used to generalise and discriminate.

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List them:
Brand:
Generalisation: Discrimination:

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Operant conditioning
The other type of conditioning that is used to train consumers is called operant conditioning and was investigated by, among

others, BF Skinner in the USA. He called this his Law of Effect which stated that: Behaviour is shaped by its consequences.

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Reinforcement
The basis of operant conditioning is the concept of reinforcement or reward. If a consumer buys a product and is pleased with the outcome using it, then the product will be highly likely to be used again.

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 This means that the activity has had a

positive reinforcement, and the consumer has become conditioned to buy the product next time.
The greater the positive reinforcement, the

greater the likelihood of repeat purchase.

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 There are two types of reinforcement that can be used with the consumer continuous and partial.

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Continuous
Continuous reinforcement is the most common and means that the reward will always happen. A good example of this type is Tescos Clubcard rewarding customer loyalty.
If the consumer makes a purchase they will be

rewarded by the use of the Clubcard.

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Partial
Partial reinforcement is not used so often but it can be very effective.
With partial reinforcement, the consumer is

rewarded now and again. A scratch card is an example of this because the consumer may or may not win a certain prize. They may win nothing!

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Activity:
Can you think of any behaviour that humans do that is NOT rewarded?
List them:

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Comment on Activity:
You will probably not have written very much! It seems that rewards, either physical or psychological, are crucial for our behaviour.

The Skinner Box.

Activity:
List some examples of continuous reinforcements that are used by manufacturers:
Now, list some examples of partial

reinforcements that you can remember. You may want to start with the National Lottery:

Case study:
This case study will give you the opportunity

to pull together all you have learned so far. You should illustrate your answer wherever possible.
You are the marketing manager for JWC Ltd and you have decided to launch new ClydeBuilt Recording Company on the

market. This is a revolutionary new company that aims to offer the artist % the customer in particular a service and brand they want!

Suggest the following CS for your product:

Suggest the following CS for your product:
Colour Shape

Slogan
Price Logo

 1. How would you use the principle of generalisation

in your advertising strategy?

2. How would you use the principle of discrimination

in your advertising strategy?

3. Finally, suggest a partial reinforcement technique

which would strengthen brand loyalty across the product lines:

The key points you have learned are

the conditioned stimulus response

relationship types of reinforcement.

You have now finished the first topic! Well

done.