Reinforcement Role in Operant and Classical Conditioning
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The Cyprus Institute of Marketing
Nicosia
Subject: Consumer Behaviour
Lecturer: Avgi Avgousti
Program: ADBA
Words: 1912
Date due:14.12.2012
Name of Student: Elena Kapona Andreou
Student Registration Number: CYN/136/11
The concept of reinforcement is very important in the learning of consumer preferences. Explain why and discuss this relation to the Classical and Operant Conditioning Theories. Support your answer with examples.
Table of content:
Page 1 - introduction
Page 2 –about learning
Page 3 - classical conditioning
Page 4-5 – examples of classical conditioning
Page 6-7 – operant conditioning
Page 8- about reinforcement and its role in classical and operant conditioning
Page 9 – conclusion
What will be discussed in this study is how important reinforcement is on the process of consumers’ learning and preferences.
The essay opens with a definition of learning and it is explained how consumers learn behaviours either passive ( low involvement) because of associations, nor because are motivated (high involvement) which lead to a certain behaviours.
Subsequently, the three important factors in learning (association, motivation and reinforcement) are analyzed.
Next, the definition of Classical and Operant Conditioning will be given and analyzed to underlines differences and to demonstrate why is important to know how certain behaviours can be achieved.
After will be demonstrate that even though reinforcement is needed to maintain strong associations, the aims of marketers is to reinforce consumers with positive outcome to lead them to brand loyalty.
In conclusion will be underlined that the concept of reinforcement is very important on the learning
The Cyprus Institute of Marketing
Nicosia
Subject: Consumer Behaviour
Lecturer: Avgi Avgousti
Program: ADBA
Words: 1912
Date due:14.12.2012
Name of Student: Elena Kapona Andreou
Student Registration Number: CYN/136/11
The concept of reinforcement is very important in the learning of consumer preferences. Explain why and discuss this relation to the Classical and Operant Conditioning Theories. Support your answer with examples.
Table of content:
Page 1 - introduction
Page 2 –about learning
Page 3 - classical conditioning
Page 4-5 – examples of classical conditioning
Page 6-7 – operant conditioning
Page 8- about reinforcement and its role in classical and operant conditioning
Page 9 – conclusion
What will be discussed in this study is how important reinforcement is on the process of consumers’ learning and preferences.
The essay opens with a definition of learning and it is explained how consumers learn behaviours either passive ( low involvement) because of associations, nor because are motivated (high involvement) which lead to a certain behaviours.
Subsequently, the three important factors in learning (association, motivation and reinforcement) are analyzed.
Next, the definition of Classical and Operant Conditioning will be given and analyzed to underlines differences and to demonstrate why is important to know how certain behaviours can be achieved.
After will be demonstrate that even though reinforcement is needed to maintain strong associations, the aims of marketers is to reinforce consumers with positive outcome to lead them to brand loyalty.
In conclusion will be underlined that the concept of reinforcement is very important on the learning
References: Books: • Evans, M., Jamal, A. and Foxall, G. (2006), Consumer Behaviour. 1st ed., Wiley • Hawkins, I.D., Mothersbaugh, L.D. and Mookerjee, A.(2010), CONSUMER BEHAVIOUR-Building Marketing Strategy. 11th ed., McGraw Hill • Peter, J.P. and Olson, C. J.(2010), Consumer Behaviour & Marketing Strategy. 9th ed., McGraw Hill • Solomon, M., Bamossy, G. and Askegaard, S. (2002), Consumer Behaviour- A European Perspective. 2nd ed.,Prentice Hall • Schiffman, G. L. and Kanuk, L.L. (2004), Consumer Behaviour. 8th ed., Prentice Hall Articles: • Luthans, F. and Stajkovic, D. A.(1999), Reinforce for performance: The need to go beyond pay and even rewards. Academy of Management Executive, Vol. 13, No. 2