Classical Conditioning in Advertising Vs Operant Conditioning in Advertising
Classical conditioning and operant conditioning are psychological reactions to stimuli. These reactions are often exploited by advertisers to convince us to buy their products. Classical conditioning in advertising occurs when consumers respond to a stimulus in a particular, unconscious way. For example, by salivating when they see a picture of delicious food. Using operant conditioning, advertisers try to change consumers’ behavior by using rewards or punishment. For example, by giving consumers money back after buying a particular product.
Many of the most successful paigns throughout history have made use of psychological principles of human behavior. By frequently applying those principles, brands, marketers, and advertisers have been able to have a better understanding of their target audience, which has allowed those brands to build stronger, more meaningful connections.
Use of Conditioning in Advertising and Marketing – How it Works
Why do people buy the things they buy? What compels each of us to purchase one product over another? Why do we choose one brand over another? More importantly, why do people buy those products and services again and again and again? There are many things that influence the thousands of decisions consumers make each day. But one of the most powerful-and most subtle-of those influencers is that we have been conditioned over time to respond to, be attracted to, and desire those brands, products, and services. Essentially, we, the consumers, have learned to respond to it.
Psychology and the study of human and consumer behavior is one of the most powerful tools in the branding, marketing, and advertising toolbox. When used correctly (i.e., ethically, respectfully, and honestly) it can help brands attract the right audience, compel that audience to purchase products and services, and help brands to build meaningful, mutually beneficial relationships with customers. So how does this all work in marketing and advertising? In classical conditioning, the goal is to get consumers to associate brands with a particular feeling or response. Operant conditioning might be something like an offer or a reward, such as buy one, get one free.
Coca-Cola, for example, has successfully associated its brand with happiness and satisfaction. By associating the beverage with physical activities and environmental factors like sports, the sun, and the beach-things that make you thirsty-Coca-Cola has positioned itself in the minds of consumers across the world as a thirst quencher. So when you’re hot, when you’ve exercised, or when you’re at the beach, there’s a good chance you start thinking about a Coke. (Source: idealogicbrandlab)
Classical Conditioning Basics
Have you ever heard of Ivan Pavlov and his famous dog experiments? Pavlov was the Russian physiologist who trained his dogs to associate the ringing of a bell with food. After a while, he observed that his dogs would salivate when they heard the bell, even without food. Today, his theories are referred to as classical conditioning.
Classical Conditioning is a theory of psychology that refers to learning through repetition. Its ultimate goal is to create a spontaneous response to a particular situation by repeatedly exposing a subject (consumer) to specific stimuli (a brand, product, or service). In marketing, the subject is the consumer. The stimulus is the brand, product, or service being advertised.
Classical Conditioning in Advertising
Using classical conditioning, the advertiser attempts to get consumers to associate their product with a particular feeling or response. The objective is to ultimately get the consumer to buy their product. For example, an ad for a fast-food restaurant will usually make the food look delicious and mouth-watering. By association, consumers will feel hungry when they watch the ad and want to go out and buy some of the food payday loans online in North Carolina. Another example of classical conditioning occurs in ads where you see people having a good time using a product. Consumers may then associate good feelings and having fun with the product and may be more likely to buy the product. By buying the product, the consumer can then participate in the feeling of well-being.