Learning approach: Consumer behaviour

Question 1

Classical conditioning: Explanation of consumer behaviour

Answer 1

Classical conditioning is used to change peoples attitudes. a good example is through ‘convert sensitization’ which is a technique that pairs something negative or positive with something else. a recent example of this is cigarette packaging. changing the packaging so it has a disturbing image on it is designed to make smokers associate smoking with the disturbing image, and therefore make them want to smoke less. using this technique to increase the likelihood of positive use would simply try and evoke positive feelings when the product is presented.

Question 2

Operant conditioning: Explanation of consumer behaviour

Answer 2

this form of learning takes place as a result of experiencing the consequence of your own behavior. the goal of those tat want to change your behavior is therefore to make the desired behavior rewarding for the person and other behavior either neutral or punishing. eg. banning smoking inside public buildings means that the smoker has to leave the social setting they are in and go outside whatever the weather, in order to smoke. this should act as a punishment and make them want to stop smoking.

Question 3

Social learning theory: Explanation of consumer behaviour

Answer 3

social learning proposes that you learn through observation of others and what happens to them when they do certain things. you imitate the behavior of those you regard as role models because you identify with them and want to be like them. this depends on you remembering what they did and how they did it and whether or not you have an opportunity to imitate the behavior.

Question 4

consumer behaviour

Answer 4

refers to how people make decisions about what products or services to buy, and all the activities that influence those decisions, including advertising.

Question 5

name 2 strengths of the learning approaches explanation of consumer behaviour

Answer 5

1. There is research to support classical conditioning as an explanation of consumer behavior

Stuart showed participants adverts of a fake toothpaste brand followed by images to provoke positive emotions eg a sunset. other brands were associated with more neutral images eg a microscope, and they found that participants displayed more positive feelings towards the fake toothpaste brand compared to others. this suggests that classical conditioning can explain positive consumer attitudes.

2. there is research to support social learning as an explanation of consumer behaviour.

Matthews found that consumers attitudes towards products were more positive when the products were endorsed by celebrities than when they were not. this suggests that social learning can influence consumer attitudes towards products, adding validity to social learning theory and the learning approach.

Question 6

name 1 limitation of the learning approaches explanation of consumer behaviour

Answer 6

1. An incomplete explanation of behaviour

The learning approach is an incomplete explanation of consumer behaviour. when we associate an advertised products with positive emotions, cognitive factors are also involved otherwise everyone would feel the same way about a product. for example, how positively a person feels about a product advertised by Jamie Oliver depends on what the person thinks about Jamie Oliver.