Behaviour learning theory and marketing application

Behavior learning theory is defined in terms of the connection between stimulus and response. Behaviourists regard the consumers as a’black box’ with stimuli and response, while stimulus means an external events that an individual perceives and response represente the behavior of this person who react to this external event. Therefore, people’s behavior learning is always associating the stimulus and response, which means when the relate stimulus happen, and there is a relate response. Behaviourists will not focus on the dynamics of this learning process but the learning as a response to the external environment. Pavlov, is one of the major proponents of this learning approach, who raised a theory named classical conditioning. And he ensures that stimulus will influence the response relationship. In classical conditioning, there are three views he believed.

-All life is passive in nature, which can teach them how to repeat or through air conditioning; and, learning is a repeat of the connection / association between stimulus and response (stimulus - response) or (S - R).

- Learning could exist through conditioning; as such classical conditioning also known as respondent conditioning.

-When a stimulus with another stimulus matched pair, learning has become a condition, that a known response is the same reaction when used alone.

Pavlov through a series of experiments describes the process of conditioning to his dog. Pavlov began his experiments on dogs by measuring the amount of saliva of dogs, change. At first, he gave the meat (unconditioned stimulus) of dogs and nature, there are a lot of saliva (unconditioned response). He only bell (neutral stimulus), no meat, no drooling. In the next stage, he combined two, meat and bell (stimulus, stimulus conditions and conditions of us). The dog saliva (unconditioned response). He repeatedly paired in a period of time. At the final stage, Pavlov rang the bell and did not give the meat (conditioned stimulus) and the dog's saliva was separate (conditioned response). The dog becomes accustomed to the sound of the bell drool with envy

Thus, classical conditioning occurs in a person with a specific behavioral response with an unrelated stimulus, which is previously associated with stimulus. If a person is exposed to a series of repeated pairing of first and second between stimuli and occur gradually, a person's second economic stimulus and began and the first related, and draw the corresponding response, as the first alone or in combination with others.

Hence, Pavlov learning theories could be used in marketing segmentation for consumers. Give an example of a brand, Nivea cream.

Before conditioning

Girl—love, happiness, beautiful

Nivea Cream (Neutral stimulus)—No response

During conditioning

Girl+ Nivea Cream-- love, happiness, beautiful

After conditioning

Nivea Cream--love, happiness, beautiful