Marketing Management- Consumer Reinforcement, MBA Marketing Management, Consumer Behavior Study.

1. CONSUMER REINFORCEMENT
• By-
• Zaheer
• Akshay
• Rakesh
• TNSK Sukesh
• Divya
• Yatharth
• Shwetha
• Shankar
• Akash MS
• George

2. • The theory was proposed by BF Skinner
and his associates. It states that
individual’s behavior is a function of its
consequences.
• Based on “law of effect”…!!
• Overlooks the internal state of
individual.
• A strong tool for analyzing controlling

3. Operant
conditioning
Reinforcement
Positive Negative
Escape
Active
Avoidance
Punishment
Positive Negative

4. • Reinforcement theory has been put into operation in a process
called "operant conditioning " a term coined by B. F. Skinner to
mean "the changing of behavior by the use of reinforcement
given after the desired response. " Skinner identified three
types of responses or operant that can follow behavior.
• Neutral operant: responses from the environment that neither
increase nor decrease the probability of a behavior being
repeated.
• Reinforcers: responses from the environment that increase the
probability of a behavior being repeated. Reinforcers can be
either positive or negative.
• Punishers: responses from the environment that decrease
the likelihood of a behavior being repeated.

5. Positive Reinforcement: Positive outcomes that
strengthen the likelihood of a specific response
Example: Ad showing beautiful hair as a
reinforcement to buy shampoo.
Negative Reinforcement: Unpleasant or negative
outcomes that serve to encourage a specific behavior.
Example: Ad showing wrinkled skin as reinforcement
to buy skin cream

6. CONSUMER LEARNING:
• A process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to
future related behavior.
IMPORTANCE OF LEARNING
Marketers must teach consumers:
• where to buy
• how to use
• how to maintain
• how to dispose of products

7. BEHAVIOURAL LEARNING THEORIES:
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

8. EXTINCTION
• Extinction- It implies absence of reinforcements.
• In other words, extinction implies lowering the probability of
undesired behavior by removing reward for that kind of
behavior.
• For instance - if an employee no longer receives praise and
admiration for his good work, he may feel that his behavior is
generating no fruitful consequence.
• Extinction may unintentionally lower desirable behavior.

9. PRIMARY REINFORCES
• A primary reinforce, sometimes called an unconditioned reinforce, is
a stimulus that does not require pairing to function as a reinforce
and most likely has obtained this function through the evolution and
its role in species' survival.
• Examples of primary reinforce include sleep, food, air, water, and
sex. Some primary reinforces, such as certain drugs, may mimic the
effects of other primary reinforces.
• While these primary reinforces are fairly stable through life and
across individuals, the reinforcing value of different primary
reinforces varies due to multiple factors (e.g., genetics, experience).
• Thus, one person may prefer one type of food while another avoids
it. Or one person may eat lots of food while another eats very little.
So even though food is a primary reinforce for both individuals, the

10. SECONDARY REINFORCES
• A secondary reinforce, sometimes called a conditioned
reinforce, is a stimulus or situation that has acquired its
function as a reinforce after pairing with a stimulus that
functions as a reinforce. This stimulus may be a primary
reinforce or another conditioned reinforce (such as money).
• An example of a secondary reinforce would be the sound from
a clicker, as used in clicker training. The sound of the clicker
has been associated with praise or treats, and subsequently,
the sound of the clicker may function as a reinforce. Another
common example is the sound of people clapping... there is
nothing inherently positive about hearing that sound, but we

11. REWARDS
• Lower Initial subscription Fee
• Coupons
• Free Samples
• Trial Offers

12. SOUTHWEST AIRLINES CO.
HAPPY EMPLOYEES = HAPPY CUSTOMERS (POSITIVE)
• Southwest Airlines had a baseline ASCI score of 78.
• ‘Customer Satisfaction and Willingness to Pay,'
• Innovations such as Ding!, along with a passion for customer service is
what keeps southwest ahead of the competition.
• DING!, a free program that sends audible electronic notices to a
consumer's desktop. Today's dinged fares typically undercut Southwest's
published fares.
• HR Note:
• Also, the company remembers the very basic yet very vital rule of

13. UBER INDIA (NEGATIVE, ESCAPE)
• Delhi rape incident
Let downs:
Log details for the rider were not accessible to the Police as they are
stored in the servers based in Uber’s New York office.
Use of a dashboard-mounted GPS system wasn’t mandatory on some
Uber cab ride.
Comeback:
uberSafe
All driver-partners wanting to use the Uber platform are required to
undergo a background screening which is performed on our behalf
by First Advantage. As the trusted partner of more than 45,000
organisations worldwide processing over 23 million screens annually,
First Advantage is a global leader in background screening.

14. NOKIA (NEGATIVE, ACTIVE AVOIDANCE)
•Acquired by Microsoft in April 2014.
Let Downs:
• Failure of Symbian OS and
• NOKIA Became Laggard in Smartphone Market
• Ignored customer needs
Come Back:
• Wrong Deal with Windows
• Lack on focus on innovation
• Even if users could ignore the OS, the hardware features which Nokia was rolling
out were quiet late as compared its major competitors Samsung and Apple

15. LIMITATIONS
• Limitations
• This theoretical approach to understanding human behavior has been
criticized on a number of levels. First, on the grounds of circular
reasoning, it appears to argue that response strength is increased by
reinforcement while defining reinforcement as something which
increases response strength.
• Another limitation of this theoretical approach is that it portrays
individuals as primarily reacting to environmental stimuli rather than
as initiating behavior based on imaginative or creative thought. In
short, it downplays the role of cognition in human behavior. As a
result, this theoretical approach downplays the influence of other
motivations in explaining human behavior. For example, reinforcement
theory cannot explain altruism, an instance in which an individual may
act to their own detriment in order to help another.