Consumer Behaviour

Question 1

Explain Classical Conditioning in advertising

Answer 1

1. It creates positive associations
2. When people appear happy using the product, it makes you more likely to buy it
3. Social media use by advertisers
4. Getting likes and comments

Question 2

Explain how SLT explains consumer behaviour

Answer 2

1. Use of modelling in adverts- shows us how to use products and the benefits of it
2. Use of celebrities/ influencers- down to earth people used
3. Considered so effective that celebrities are not allowed to to be used in adverts aimed towards children

Question 3

What’s the research support for consumer behaviour?

Answer 3

1. Classical conditioning- creating positive associations results in participants feeling more positively about the product

Question 4

What’s the research support of SLT?

Answer 4

1. There are more positive customer attitudes when the product is advertised by a celebrity
2. Shows support for identification

Question 5

What’s a consequence of this theory?

Answer 5

1. Too descriptive
2. There’s not much considered about the processes involved
3. Advertising campaigns are powerful, conditioning is not