Question

Bryan is the brand manager for a brand of paper towels and knows that consumers' involvement with this product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an example of how Bryan can use each to influence consumers to purchase his brand.

a) Classical Conditioning: Associating the brand with positive emotions through advertising jingles.
b) Operant Conditioning: Offering rewards or discounts for choosing his brand.
c) Social Learning Theory: Using testimonials or demonstrations in advertisements.
d) Cognitive Learning Theory: Providing information on the brand's environmental friendliness.

Answer 1

Bryan can use classical conditioning, operant conditioning, and social learning theory to influence consumers to purchase his brand of paper towels.

Step-by-step explanation:

For a brand with low consumer involvement like Bryan's paper towels, there are several learning theories that can be used to influence consumers to purchase his brand:

1. Classical Conditioning:

Bryan can associate his brand with positive emotions through advertising jingles. For example, he can create a catchy jingle that plays in his commercials every time the product is shown, creating a positive association between the jingle and the brand.

2. Operant Conditioning:

Bryan can offer rewards or discounts for choosing his brand, such as loyalty points or coupons. This will encourage consumers to purchase his brand in order to receive these benefits.

3. Social Learning Theory:

Bryan can use testimonials or demonstrations in his advertisements to influence consumers. By showing real people using and endorsing his brand, consumers may be more likely to trust the product and make a purchase.

Keywords: brand manager, learning theories, consumers' involvement, classical conditioning, operant conditioning, social learning theory