Major differences between classical conditioning and operant conditioning , Classical Conditioning uses in marketing strategy, Hamburgers and Automobiles marketing strategy.

2. Name
Md Jahirul Alam
Asrafuzzaman
Md. Rowshan Ali
Mst. Shamrose Sultana
ID
13153015
13153005
13153026
13153012

3.  What are the major differences between classical and
operant conditioning?
 Under what conditions would be use of classical
conditioning be likely to produce positive results as part of
marketing strategy?
 Examine the marketing strategies used to sell fast-food
hamburgers and automobiles. Identify specific examples of
classical conditioning, operant conditioning shaping and
discriminative stimulus for each product type.

5. The differences between classical conditioning and
operant conditioning can be explained from various
dimensions
 Definition
Classical conditioning is defined as
a type of learning in which a
neutral stimulus, when paired with
an unconditioned stimulus which
naturally generates a response,
becomes conditioned and starts
generating a response similar to
that generated by unconditioned
stimulus.

6.  Whereas Operant conditioning is defined
as a type of learning in which the
probability of repetition of preceding
behavior is either increased by
reinforcement or decreased by
punishment
Basic Concept:
 In classical conditioning, there is an association between two
stimuli i.e. the conditioned and unconditioned stimulus
 Whereas in operant conditioning, there is an association between
behavior and its results

7. Nature of Behavior:
 Classical conditioning is based on natural or innate behavior i.e. inborn
behavior
 whereas operant conditioning is based on its environment to produce
desirable behavior.
Order of Events:
 In classical conditioning, the order of events is based on natural stimulus.
 In operant conditioning, the order of events is based on reinforcement
and punishment depending upon the behavior shown.
Nervous System Activity:
 The process of classical conditioning involves peripheral nervous
system activities
 whereas the operant conditioning involves central nervous system
activity.

8. Examples:
Classical Conditioning can be explained by the following
example. when a patient goes to a physician
 Operant conditioning can be explained as when a baby
is crying but after pickingup he is laughing.

10.  Classical conditioning is generally
used with low-involvement products
(Hawkins 1998.) This is because
classical conditioning is most
effective when emotion is involved.
 Nobody wants to think (cognitive)
about purchasing low-involvement
So, there is a great impact on
classical conditioning.

11.  Advertising and sales promotion (event sponsorship)
is the most common forms of classical conditioning in
marketing.
-Classical conditioning is used in a plethora of advertisements
-Event sponsorship
 Background Music
 Repetition

12. Examples
Advertising
 Michelin’s use of babies sitting in tires. The
babies (US) elicit positive feelings (UR) from
the exposed person. The tires become the CS.
When the tires elicit the same positive
feelings, the feelings become the CR.
Event Sponsorship
 Billboards at baseball parks are a form of
event sponsorship utilizing classical
conditioning. The game (US) produces the
feelings (UR) that is associated with the
product.

14. Marketing strategies used to sell fast-
food hamburgers and automobiles.
 For the product, fast food hamburgers our targeted customer
may be young generation and busy people.
 Secondly we have to determined the price for this product
by examining the competitor’s price for the same product
hamburgers.
 For promoting the product we have to advertise the product,
we can use TV, Radio, newspapers.
 To distribute the product according to the marketing plane.
Marketing strategy is the marketing logic by which the
business unite hopes to achieve its marketing objectives.
Marketing strategies used to sell fast-food hamburgers:

15. Examples of classical conditioning, operant
conditioning shaping and discriminative stimulus for
the product hamburgers:
 Classical Conditioning: Such as Chris Gayle eats hamburgers and hits sixes so, the
supporter of Chris Gayle takes it and its sales increase.
 Operant conditioning: If a discount is given at the time of purchasing, it may
increase the possibility that shopper will repeat the purchasing from same store.
 Shaping : Sometimes the offers are given for coming to the store. Like a Pepsi with
a hamburgers. But after coming to the store they found the size of hamburgers is
small so, they purchase full price item.
 Discriminative stimuli: If an advertisement is given a Pepsi with two hamburgers
this may increase the probability of purchasing hamburgers here offer is
discriminative stimuli

16.  The target customer of automobile is
higher class people.
 To determined the competitive price for
the product.
 Advertising the product using traditional
advertising activities.
 Product must be distributed in
commercially important place.

17. Examples of classical conditioning, operant
conditioning shaping and discriminative stimulus for
the product automobiles:
 classical conditioning: Automobiles like BMW used by
Ronaldo creates a positive effect to this product
 operant conditioning: Giving reward or coupon code can
increase future purchase.
 shaping: Loss leader and other special deals used to
reward individuals for coming to the store.
 discriminative stimulus: Automobiles which has brand
image like BMW, Marchediz Benz Influence consumer
behavior.