Question

How can the principles of (a) classical conditioning theory and (b) instrumental conditioning theory be applied to the development of marketing strategies? Give examples to support your ideas.

Answer 1

Classical conditioning: Classical conditioning is a behavioral learning theory through which a certain behavior can be learnt through repetition.

Marketers always want their product/service offerings to stand out from the rest. Thus, they position their brand and try and differentiate it from others, very often through a Unique Selling Proposition (or a USP) or the unique attributes of the brand.

This can result in family branding or umbrella branding in which the company can diversify using the brand's name.

For example, Amul has diversified itself into various milk products using its brand name.

Consumers respond to instrumental conditioning when:
- trial can be attempted before they purchase the product
- purchases are linked to desirable experiences

Marketers can make use of instrumental conditioning when a consumer is
rewarded for a brand decision in their favour, or punished for a brand decision in the
competitors favour. The rewards here not only refer to product satisfaction and value for
money but also services and facilities provided, rebates, discounts, loyalty points, etc.

For example, a lady would continue buying Dove soap as long as the soap leaves her skin soft after a bath. The marketer needs to fulfil all promises and keep the consumer satisfied.