Final answer:
Classical conditioning involves associating two stimuli to elicit a reflexive response, while operant conditioning associates behavior with its consequences. Marketers use both methods to influence consumer behavior, with classical conditioning creating positive associations with products and operant conditioning using rewards to reinforce purchase behaviors.
Step-by-step explanation:
Classical conditioning is a learning process in which an organism comes to associate two stimuli, a neutral stimulus that signals an unconditioned stimulus to produce a reflexive response. For example, in Pavlov's experiments, a dog learned to associate the sound of a bell (a neutral stimulus) with food (an unconditioned stimulus), eventually responding to the bell alone with salivation (a conditioned response).
Operant conditioning is a form of associative learning where an organism learns to associate a behavior with its consequences (reinforcement or punishment). Positive reinforcement encourages the repetition of a behavior, while punishment decreases the likelihood of a behavior being repeated. In B.F. Skinner's experiments, a rat learned to press a lever (behavior) to receive food (positive reinforcement), which increased the frequency of the lever-pressing behavior.
Marketing Applications
Marketers use classical conditioning to create positive associations between products and pleasant stimuli. For instance, a soft drink company might associate their beverage with fun gatherings, thereby hoping that consumers will feel happy or excited when they see the product, promoting purchase behavior.
In contrast, marketers apply operant conditioning by providing rewards or consequences for purchasing behaviors. For example, loyalty programs reward repeated purchases with perks or discounts, reinforcing the consumer's choice to continue buying from a particular brand.