Introduction
Learning theories, classical conditioning, and the operant condition has been widely used in the realm of business to get consumers insight and identify their buying patterns and choices. This paper seeks to compare and contrast the learning theories of Pavlov (classical conditioning) and that of Skinner (operant conditioning and assess whether these theories have relevance to consumer buyer behavior in today’s developed, connected world.
Classical Conditioning and Operant Conditioning
Pavlov’s classical conditioning and Sinners operant conditioning remains to be two vital theories significant to the behavioral psychology. Classical conditioning entails putting a neutral signal before reflexes to stimulate stimuli. It focuses on involuntary behaviors. On the other hand, operant conditioning as coined by B.F. Skinner entails applying reinforcements r even punishment an after a behavior (Henton and Iversen 2012). It focuses on either strengthening a behavior which called positive reinforcement or weakening behavior through punishment.
Classical conditioning worked when Ian Pavlov noticed dogs started to salivate to respond to a tone after sound beet matched with presenting food. Pavlov then noticed that this was a learned response and launched an investigation into the conditioning process. In other words, classical conditioning involves creating a relationship between an existing stimulus and a formerly neutral one. The food is, therefore, a naturally existing stimulus. If one begins to moment one presented the dog with food, a relationship will create between the food and the bell (Henton and Iversen 2012). Also, the bell alone, which is the conditioned stimulus will induce the salivation response.
Conversely, operant conditioning uses either reinforcement or punishment to motivate or discourage a behavior. This process leads to the formation of relationships which is formed between behavior as well as the consequences for that particular behavior. For instance, a dog may be trained to fetch a ball, when the dog successfully chases the ball and picks it, the dog receives a reward. Equally, when the dog fails to retrieve the ball, the praise or the reward is withheld by the trainer. At last, the dog will form an association between the behaviors and fetching the ball and then receives the reward (Henton and Iversen 2012). Notably, many factors may influence how fast response is learned or unlearned, as well as the strength of the response. Additionally, the frequency of how a response is reinforced, schedule of reinforcement, and plays a vital role in how fast the behavior is learned. Also, the kind of reinforcement used may influence the response.
Do these theories have relevance to consumer buyer behavior in today’s developed, connected world?
The two theories have significant relevance to consumer buyer behavior in today’s developed, connected world. The reason being consumer may find it difficult to make buying decisions and maintain their buying patterns. Thus, through classical condition which entails linking a particular brand to a company, for instance, some people believe that Samsung products are lined with their entertainment satisfaction. So, when these people buy a Samsung brand, they feel their entertainment world is catted for (Henton and Iversen 2012). On the other hand in operant conditioning, when one buys a particular brand, they are given rewards, after sale services, good packing, adequate warranty periods and reliability of the brand. This is a pure case of operant conditioning. The consumers will only buy the products that are linked to rewards.
The success of an organization relies on the state of the economy, especially in their unique field. Thus, market environment comprises of many economic and human factors. The choice individual makes before buying a product influences them to buy such products. Hence, it is important to understand and identify human factor so that the firms may put in place strategies that will be productive and profitable. The theory of consumer choice implies the customer has full and transitive preferences and choose the products they want. In this sense, the Starbuck’s marketing department have interest in getting insights into how consumers make economic decisions. Other factors like price, in respect to serious condition, for instance, if a customer comes to buy then they find the price has risen, they will not be able to buy again from that shop (Henton and Iversen 2012). Similarly, whenever the customers come to buy the find the price has reduced, they will be conditioned and find themselves buying in that particular shop.
Consumer’s choice influences the economic prosperity of a firm. For instance, in Starbucks, customers prefer branded coffee which has to enable the company makes the profit. They associated this coffee with a feeling of a sweet taste. Therefore, the preference of the customer’s influences demands curve (Solomon, Russell-Bennett, and Previte, 2012). However, the curve may go down because of the high cost of the products. It can also arise when the prices increase. In this sense, the upward slope informs the company that the products they sell are perfuming well in the market demand regardless of the cost they are selling the product. Additionally, the higher wage for consumers implies they can afford higher luxury quantity (Young, Hwang, McDonald and Oates 2010).
Certain products are inferior, normal and substitutes while other are complementary. These types of goods determine how customers make their choices. Also, with the higher rate of interest for customers, there is a possibility that they can save a lot because they are likely to get high in return. It is important for any company to conduct better market research. This will able they get consumers insight and aim to provide for their needs (Solomon, Russell-Bennett, and Previte, 2012). The asymmetric information provides evidence that a company experiences some challenges in the market. For instance, purchasing coffee, as a customer do not need more information compared to the individual who made the offer. In this sense, the person who makes the coffee should do a lot of market research to understand what the consumers want. Therefore, customers are not accepted to buy information about the product even if they are paying less or more. Commoners should be given the information about the products they are buying.
The differences between the classical condition and operant conditioning entail whether one focuses on involuntary or voluntary of behavior (Young, Hwang, McDonald and Oates 2010). Classical conditioning entails linking an involuntary response plus a stimulus, whereas operant conditioning entails linking a voluntary behavior plus a consequence. First, in operant conditioning, the learner gets a reward whereas in classical conditioning there are not such enticements (Solomon, Russell-Bennett, and Previte, 2012). Overall, both the classical conditioning and operant conditioning are essential learning concepts, which originated within the behavioral psychology. When one decides to order a coffee, instance of the economics of behavior, a plain coffee remains the rational option in a case whereby customers are not able to decide on the type of coffee they want to buy. Moreover, making the order for defaults goods are always done by the consumers who are not sure about the purchase. Overall, getting consumers insight into how customers will make their decision and choices on the products they purchase. Therefore, the company should adjust according to base on the market situation.
Additionally, goods are branded depending on how the consumers remain attracted concerning the process. Higher wages, demand curves, as well as a rate of interests, comprehensively defines and described the effect of the behavior of consumers (Young, Hwang, McDonald and Oates 2010). Furthermore, if the customers are unable to make decisions on whatever they need, it is therefore important for companies to study consumer purchasing behavior to make better sales volume. Those companies that have failed to examine customer’s insight have experienced market challenges. However, firms such as Starbucks’ coffee have taken an initiative to serve their consumers while providing the best products and serves.
Consumers normally face challenges in making decisions about the services and products on a daily basis. These decisions are vital to the consumers, and they take a lot of effort. Other decisions are made on the impulse basis. The perception on making a decision varies from the point on habits which people create over time. The decisions involved may be risky, and therefore consumers should carefully search and analyze the information before making any decision.
The proliferation of brands normally happens for the consumer’s goods in the marketplace. It is true that consumers do not give equal treatments to all brands that are in the market (Solomon, Russell-Bennett, and Previte, 2012). To make the task of decision making more comfortable, a lot of brands are eliminated in the first stage in the decision process, and the final decision in the selection is made from the lower number of brands available. This remaining subset of brands considered to be bought by the consumer is known as the evoked set. One of the reasons that make it difficult to place a product in consumers evoked set is the perception of the brand (Young, Hwang, McDonald and Oates 2010). The consumers might have a wrong perception about the brand. The brand which had been bought by the consumer and turned out to be wrong might not be considered when deciding on the purchase. Perception shapes the consumer’s psychology and evoked set. Therefore if the products had been deemed to be bad by the consumer, it means that it would very difficult to convince the consumer to purchase such brands.
Motivation is another factor that drives the consumer in deciding on what products to purchase or not. Motivation comes from within and it influences greatly the psychology of consumers on what products to purchase. Each brand has the motivational factor that influences the consumers to like it. Some brands are deemed to be durable and not expensive. This factor can motivate the consumer to go for this brand. Some, on the other hand, are expensive and less durable. This takes away the motivation of the consumers to purchase the brand. Therefore if the consumers are motivated by a particular brand, they would look for it and purchase it. But when they are not motivated by that brand, they would not choose to purchase it even if you place the product in the consumers’ evoked set (Young, Hwang, McDonald and Oates 2010). Many consumers classify brands based on their need for use and their prices. Some brands are needed for consumption, construction among other needs. Therefore if the consumers were planning to buy the brand for consumption for dinner, the consumer would not buy the products for lunch that time however much it falls within their evoked set. This is because the time in which the product is needed varies. Therefore the consumers will only go for the products according to the classification of their needs.
Besides, the financial status of the consumer determines what they buy. Some brands are expensive and that they fall out of the consumer’s choice (Solomon, Russell-Bennett, and Previte, 2012). The consumers have set of mind on a particular amount of money to be used in purchasing some products. If such products still go at higher prices than the consumers would not consider buying them even if they are placed within the consumer’s evoked set. Consumer’s financial status is vital in deciding on what to buy and it influences a lot in their buying processes (Young, Hwang, McDonald and Oates 2010). If the products still seem to be stagnated in their high prices then the consumers would not choose between purchasing them. Finally, prior experience may influence the consumers buying decisions. For instance, if such products gave a bad experience to the consumers, they do not consider buying it however much it is within the consumers evoked set.
One of the strategies that the marketers can use if by finding the consumers insights which are vital in building a good relationship with them. Finding consumers insights also helps in finding consumers’ needs, wishes likes and dislikes to solve them. This would change the perception of the consumer and their evoked set (Solomon, Russell-Bennett, and Previte, 2012). The marketers should produce quality and less expensive products to attract the consumers so that they can establish their brand. While marketing these brands, they should use convincing languages and pictures illustrating why that brand is better than others. Any company that wishes to market their brands should work out efficient strategic measures to win the heart of consumers. There are consumers who have evoked consumer sets. Such consumers have their reason why they do not wish to purchase a particular product. Finding consumers insight before marketing is important because it helps in the satisfaction of the consumers.
Most thriving firms evolve with the demand of their consumers (Solomon, Russell-Bennett, and Previte, 2012). Customers from the major center of any business. Without customers, there is no successful business. It is for this reason recognizing and making one’s customer comfortable is the objective of most organizations. Companies such as Apple appreciate its customers using various ways (Young, Hwang, McDonald and Oates 2010). One of the ways that Apple Company uses to get to customer’s country is by identifying customers’ insight and tastes. The company has also opened up stores in several countries so that the consumer can readily get the products they want available. In addition to the products that the business sells, the stores sell other related products such as digital cameras, software titles, and camcorders (Solomon, Russell-Bennett and Previte, 2012). Some companies take pride in forming and building attracting and pleasing experience with its consumers with products which are stylish. Recently, the company released new products less expensive (Young, Hwang, McDonald and Oates 2010).
The company is trying to capture the most market share among its customers substantially. Firms should be committed to introducing better personal computing services to its customers by producing innovative hardware and software as well as internet offerings. The company rolls programs that are service based on the comments, complaints band questions they get from customers. The structure of the industry within its external factors and attractiveness is purely based on the purpose of consumer’s satisfaction as well and familiar customer elements of the business. Additionally, the corporation’s various related software, peripherals, networking solutions, services as well as digital applications and content. Overall, the business atmosphere has become extremely competitive and hence it is crucial for any company gaining the entry to the market to develop and implement a strategic plan on the market especially concerning customer needs. By definition, the price elasticity of demand can be described as a measure of the association between a transformation in quantity needed for certain products and an adjustment in its price. Therefore, effective company’s cooperation produces new goods and a steady supply of their products (Solomon, Russell-Bennett, and Previte, 2012). The products are less expensive as well as customer friendly. Factors that influence productivity Growth can be said to be the appropriate internal progress of a business. Notably, active firms Company has made tremendous steps in trying various strategies to enter new. Also, the company should ensure job satisfaction to its employees.
Project managers have significant roles in the future of project management. First, the project oversight works as quality assurance sector. It oversight department does planning for the project. They initiate oversight process and configure instruments essential to carry out a project oversight role. Through careful planning in regards to oversight task, the project management team will find it easy to progress or accomplish the firm’s project (Young, Hwang, McDonald and Oates 2010). They conduct theses assessment roles through their oversight instruments established during the planning process to assess every aspect or undertaking of the project. As a result, there will be understanding on the general health of the project.
Conclusion
In summary, consumer’s choice influences the economic prosperity of a firm. In this sense, the upward slope informs the company that the products they sell are perfuming well in the market demand regardless of the cost of the product they are selling. Additionally, the higher wage for consumers implies they can afford higher luxury quantity. These types of goods determine how customers make their choices. Also, with the higher rate of interest for customers, there is a possibility that they can save a lot because they are likely to get high in return. Finally, it is essential for a business owner to identify a target market and consumers. By doing this, the business owner will be able to provide efficient products and services to the designated target consumers. Overall, marketing has become an essential component in organizations to achieve the competitive advantage as well as taking market leadership.
References
Henton, W.W., and Iversen, I.H., 2012. Classical conditioning and operant conditioning: A response pattern analysis. Springer Science & Business Media.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behavior. Pearson Higher Education AU.
Young, W., Hwang, K., McDonald, S. and Oates, C.J., 2010. Sustainable consumption: green consumer behavior when purchasing products. Sustainable development, 18(1), pp.20-31.
