Pavlovian Theory

Classical conditioning and Consumer Behavior

In the few clips below Pavlovian theory of classical conditioning is explored.






So how is this applicable to consumer behavior?

Well, think of the possibilities if your customer base were to be classically conditioned to your brand. A simple ring of a bell, jingle, or other conditioned stimulus could be utilized to stimulate a conditioned response, in this case, consumption.

A Marlboro ad can cause a smoker to crave their cigarettes. Seeing the golden arches of McDonalds can cause a high speed swerve into the exit lane of the interstate. Hearing the laugh of the Pilsbury dough boy makes you feel all warm and amazingly enough leave you craving cookies. These responses, while completely governed by the autonomic nervous system have their widespread use in marketing because they can actually alter consumer behavior, unbeknownst to the individual. 

Any stimulus that can make an individual crave and consumer your product without a conscious decision making process, is a marketers dream come true. 

So what does conditioning have to do with consumer behavior? EVERYTHING. 

Of all of the Pavlovian theory videos available on the internet, this one has to be my favorite!