Discuss Instrumental/Classical Conditioning Within The Context Of Understanding Buyer Behaviour: Consumer Behavior Assignment, DBS

Question 1

Discuss instrumental/classical conditioning within the context of understanding buyer behaviour. Give two examples used by marketers to illustrate how they apply this theory in promotional campaigns.

• Explain the term instrumental/classic conditioning within the context of learning as part of the psychological influence of consumer behaviour. A detailed broad intro required here.
• Discuss how marketers apply this theory – students must demonstrate a thorough understanding of this theory – not just describe it.
• Illustrate the answer with examples and clearly apply the example.

Question 2

Explain both of the following topics and discuss their relevance from a consumer behaviour perspective:

• Customer Relationship Marketing
• Cognitive Dissonance
• Give a definition of the two topics and a short intro with context
• Using examples apply the concept to buyer behaviour from an organisation’s perspectives. Avoid descriptive writing, needs to be critical and detailed marketing
• Outline how relevant these concepts are in today’s market place