Three basic concepts derived from classical conditioning are repetition,
stimulus generalization, and stimulus discrimination.
Repetition
Repetition increases the strength of association between a conditioned
stimulus and an unconditioned stimulus and slows the process of forgetting. It
is however, difficult to decide the amount of repetitions. Too many insertions
may lead to wearout. The wearout needs to be moderated by using:
Cosmetic Variations
Some marketers vary background, use different print types and different
celebrities while repeating the same advertising theme. Lux soap has used
'Filmy Sitaron ka Saundarya Sabun' theme for almost 60 years. It continuously
changed the celebrities and roped in the most famous and successful film stars.
Substantive Variation
These are the changes in advertising content across different version of
an advertisement. L'Oreal used different models for different variety of
products with different themes. Variety ads provide marketers with several
strategic advantages. It can target different segment of consumers with
different products and theme. Repeating ads with different themes on one hand
ensures recall also will not result in wearout. Companies having big
advertising budget and differentiated target strategy can use such variations.
Another theory under principle of repetition is three-hit
theory. According to this just three exposures to an advertisement are
needed. One to introduce the product, second to show relevance and ensure
recall and third to remind them its benefits. Some others think it may take 11
to 12 repetitions are required for consumers to actually receive the three
exposures of three-hit theory.
Repetitions should also be planned keeping in mind the interference from
the competitors. For example, when Pantene delayed the launch of its new
mystery shampoo, the competitive brand utilize the wearout situation and use
the platform for their product.
Stimulus
Generalization
According to Classical conditioning theory, learning depends not only on
repetitions but also on the ability of consumers to generalize. This can also
explain the success of me-too or counterfeit products. Consumers confuse them
with the original product as it shows the copied product in way they have
learned to see a brand.
In product line extensions, the
marketers adds related products on an ready established brand. For example,
Dove introduced its shampoo after Dove soap was well established in the market.
In product form extensions, marketers introduce different forms of
well establish product. Like Surf introduced liquid detergent with the same
packaging as the known Surf powder.
Marketers also offer product category extensions and generally target
new market segment.
Family Branding is also a
practice where company markets whole line of company products under same brand
name. This also helps consumer to generalize favourable brand associations from
one product to the other. Godrej continues to add variety of products with the
same brand name.
Some other companies that have different brand names for different
product or even for the same product, like P&G and Unilever, gets great
bargaining power with advertising media and also secure desirable shelf space
for its products.
Licensing also works under principle of stimulus generalization.
The name of designers, manufacturers, celebrities. corporations and cartoon
characters are attached for a fee to variety of products, enabling the licenses
to achieve instant recognition and implied quality.
Stimulus Discrimination
The consumer's ability to discriminate among similar stimuli is the
basis for positioning strategy.
Positioning is key to stimulus discrimination and it is the key
to competitive advantage. Product Differentiation is creating a benefit to
distinguish a product or brand from that of competitor on the basis of an
attribute that is relevant, meaningful, and valuable to consumer. At times,
some companies also successfully differentiate on some irrelevant basis.
Consumer learning can be explained through classical conditioning upto
some extent though they do not explain all behavioural learning. Classical
conditioning shapes behaviour through repeated advertising messages, a
significant amount of purchase behaviour result from careful evaluation of
product alternatives.
Consumer behaviour are often based on reward and punishment, experienced
from various products, i.e. instrumental conditioning.
Reference: Consumer Behaviour by Schiffman, Kaunk
and Kumar
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