The Role of Conditioning in Shaping Consumer Habits
University of the People
BUS 3302-01 Consumer Behavior - AY2025-T1
Mukesh Prasad
10th October 2024
The Role of Conditioning in Shaping Consumer Habits
Consumer behavior may be influenced by various forms of conditioning, which may
generally be divided into two broad groups: classical and operant conditioning. Both these
psychological bases could explain certain consumer habits formed and continued.
Classical Conditioning in Consumer Behavior
The concept of classical conditioning was put forward by Ivan Pavlov. It shows a
learning process through association. Perhaps a very common example in consumer behavior is a
craving habit once the logo of a particular brand of soda is seen. In this example, the taste of the
soda is the US, which naturally elicits UR, which could be a pleasurable response. The brand
logo serves as the NS, since it doesn't trigger anything in particular. But through repeated pairing
of the logo (NS) with the taste of the soda (US), the logo becomes a conditioned stimulus (CS).
The sight of this logo then eventually elicits the conditioned response (CR) of craving the soda
(Marketing Study Guide, 2023).
This is explicit in myriad marketing strategies wherein brands utilize logos, jingles, or
mascots to develop, psychologically speaking, positive associations with their products. A typical
example is the application of the Coca-Cola logo and associating it with joy and refreshment
(Neurolaunch, 2024).
Operant Conditioning in Consumer Behavior
Operant conditioning is a learning process through consequences, coined by B.F. Skinner.
The process of operant conditioning is practiced in consumer behavior wherever some reward or
incentives are concerned. As often practiced, suppose a consumer buys coffee and, in return, gets
a stamp on the loyalty card provided by the coffee shop. Once a certain number of these stamps
have been collected, they receive a free coffee. The behavior in question here is the buying of
coffee, where the reinforcement is the free coffee that is received after n purchases. This is an
example of positive reinforcement because there is an increase in the desired behavior—due to
an added pleasing stimulus—free coffee in this case (Berkeley Well-Being Institute, 2023).
Negative reinforcement can also play a role in consumer behavior. For example,
subscribing to an on-demand subscription service may be immediately reinforced by that service
offering no ads. The response here is subscribing, the negative reinforcement consists of not
having to watch or at least see any ads, and this lack of ads increases the likelihood of
subscription behavior being repeated (Marketing Study Guide, 2023).
Conclusion
To conclude, both classical and operant conditioning have a great impact on consumer
habits. Classically conditioned learning establishes the relationship between stimuli and their
responses, while operant conditioning changes behavior by rewards and consequences. It helps
marketers, by knowing these concepts, to plan proper strategies for consumer behavior
manipulation.
References:
Neurolaunch. (2024). Classical Conditioning in Marketing: Shaping Consumer Behavior.
Retrieved from https://neurolaunch.com/what-is-classical-conditioning-in-marketing/
Marketing Study Guide. (2023). Classical Conditioning in Consumer Behavior. Retrieved from
https://www.marketingstudyguide.com/classical-conditioning-in-consumer-behavior/
Berkeley Well-Being Institute. (2023). Operant Conditioning: Definition, Examples, &
Psychology. Retrieved from https://www.berkeleywellbeing.com/operant-conditioning.html
Marketing Study Guide. (2023). How Conditioning Influences Buying Habits. Retrieved from
https://www.marketingstudyguide.com/conditioning-to-influence-buying-habits/
