Classical conditioning and advertising


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Classical conditioning and advertising

  1. 1. Classical Conditioning • The work of the 18th centaury psychologist underlies the principles used in much FMCG advertising. Unconditioned Unconditioned Stimulus Response Food Salivation MAR5007 Managing The Brand 1
  2. 2. Classical Conditioning • Pavlov associated food with the sound of a bell being run when the food was presented to the dog Unconditioned stimulus Unconditioned response Food Salivation Conditioned stimulus Conditioned response Bell Salivation MAR5007 Managing The Brand 2
  3. 3. Classical Conditioning • After a month of conditioning the following experiment was tried Conditioned Stimulus Conditioned response Bell Salivation MAR5007 Managing The Brand 3
  4. 4. Classical Conditioning Unconditioned stimulus Unconditioned response Happy family natural human desire Conditioned stimulus Conditioned response buy the washing powder Bold Washing Powder get the happy family MAR5007 Managing The Brand 4
  5. 5. Central and peripheral route • Psychologically, our brains focus attention and effort on things that are of real importance to us, and things that are of less importance will receive far little attention and cognitive effort. • Central route – Cognitive adverts – Underlining the importance of understanding our brands position in the attention soma of our target audience. • Peripheral route – classical conditioning MAR5007 Managing The Brand 5
  6. 6. Classical Conditioning Takes place in the oldest regions of the brain NOT associated with cognitive evaluation. In fact it has been shown that cognitive evaluation undertaken when classical conditioning is being attempted prevents conditioning taking place. MAR5007 Managing The Brand 6
  7. 7. Classical Conditioning How important is your brand/product to the target audience? – If it is NOT then structure with anti-climax But look at how Direct line have now used classical conditioning to develop emotional attachment MAR5007 Managing The Brand 7
  8. 8. Classical Conditioning If your brand/product is of real importance to your target market then structure with climax: om/watch?v=Ce6Al9flcEU MAR5007 Managing The Brand 8
  9. 9. Cognitive learning Conscious evaluation of stimulus: MAR5007 Managing The Brand 9
  10. 10. Operant conditioning Reinforcing positive behaviours – underpins most sales promotion and a lot of brand loyalty schemes. MAR5007 Managing The Brand 10
  11. 11. Operant Conditioning • Coupons v Multipack Offers & Size Increases • Coupons – increase short term sales, but undermine perceived brand value. MAR5007 Managing The Brand 11
  12. 12. Operant Conditioning • Multipack offers – have a very detrimental effect on perceived brand value and in the long term economic survival. MAR5007 Managing The Brand 12