Analysis of the Role of Operant Learning in Explaining...

Operant learning comes under the Behaviourist Perspective, which is associated with John Watson (1913). Operant learning is the process by which a behaviour becomes associated with its consequences (Kosslyn, 2007). The term consumer behaviour is the behaviour that consumers display in searching for, purchasing, evaluating, and disposing of products and services that they expect will satisfy their needs (Schiffman, 2008). B.F. Skinner (1904-1990) fully developed the concept of operant conditioning and how this could explain much of our daily behaviour. Operant conditioning involves an association between a stimulus, the response to the stimulus (a behaviour), and its consequence. In many marketing situations, the behaviour is an action,†¦show more content†¦The unconditioned stimulus is the special offer and the response is to purchase the product. Thus the consumer can be induced to form positive feeling towards a conditioned stimulus, such as the sales promotion display by associating that stimulus with an unconditioned stimulus, such as a percentage money off offer that naturally generates positive feelings that ultimately lead to a response such as a purchase (Koekemoer, 2011). The use of stimuli, such as logos and music draws consumers’ attention to a brand and may reinforce past experience, where the presence of the stimulus has been associated with a satisfactory product or service experience (Gorn, 1978). For example, with Marks Spencer adverts, most people knew the visuals, music and softly spoken woman despite not knowing what the advertisement was for until the end of the Ad when the logo appeared. Operant conditioning can be criticised in relation to tobacco and alcohol. 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