Read the summary and the most important questions on A Behaviour Modification Perspective on Marketing A4MCM

• 1 Introduction

• What does Behaviour Modification Perspective (BMP) focus on in the sense that it is about the psychological processes that occur such as needs, motives, attitudes and information processes?

  External environmental factors that influence/modify or controle internal behaviour.

• What are the four types of environmental manipulation (that will alter the behaviour of individuals) that are discussed in the article?

  • Respondent (classical) conditioning; 
    
  • Operant (instrumental) conditioning; 
  • Vicarious learning (modelling); 
  • Ecological design. 

• 2 Respondent (Classical) Conditioning

• Explain how Respondent (classical) conditioning - introduced by Pavlov - works by using the example of a Dog that drools when hearing a bell.

  It is the process where:
  

  • a previously neutral stimulus (kwijlen bij eten); 
  • is paired with an unconditioned stimulus (bel); 
  • which then provokes a response similar to response originally provoked by unconditioned stimulus (kwijlen bij horen van bel).

• Is Respondent (Classical) Conditioning susceptible to the conscious control or not?

  No, because the behaviour (het kwijlen) is governed by the automatic nervous system.

• How can Respondent (Classical) Conditioning be used in marketing?

  Consumer behaviours (emotions and feelings) for a product can be modified/changed by external factors through the process of respondent conditioning. Pairing external stimuli that cause positive emotions to a product.

• What is the primary benefit, from a marketeers point of view, of Respondent (Classical) Conditioning?

  It encourages systematic analysis of purchase and purchase related behaviours, by the marketeers, and specifies specific techniques for modifying/changing and controlling these behaviours.

• 3 Operant (Instrumental) Conditioning

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• In which 2 important ways does Respondent Conditioning differ from Operant Conditioning?

  1. Respondent Conditioning = Involuntary responses (unconscious) - Operant Conditioning = Behaviours supposedly under conscious control of individual;
     
  2. Respondent Conditioning = generated by stimuli prior to the response - Operant Conditioning = conditioned by consequences taking place after the behaviour.
     

• What does Operant Conditioning discuss? And when has it occurred?

  It is about how people change their behaviour based on consequences that follow such behaviour. It has occurred when certain behaviour is changed by varying consequences that follow that behaviour.

• What is the positive form of Operant Conditioning called? And what does it mean?

  It is called Reinforcement and it explains how people will favour performing behaviour that is followed by a positive consequence.

• What is a Positive Reinforcer in the context of Operant Conditioning?

  A circumstance that enlarges the likelihood of a similar response taking place again, an end of year bonus.