classical conditioning and operant conditioning
The paper will examine Samsung Company to showcase how the business uses both classical conditioning and operant conditioning to condition their consumers.
Example 1 classical conditioning
Samsung company wants to make an advertisement so that there can attract consumers. First, they use a famous musician (Shakira) in their billboards, holding one of their product (cell phone). In this case, Shakira is unconditional stimulus when consumers see her; they feel happy. Feeling happy is unconditional response while cell phone is neutral stimuli. After sometimes consumers will start associating the cell phone with Shakira, that is, when they see cell phone they feel happy. At this juncture, the cell phone turns to be a conditional stimulus (CS) and feeling happy becomes conditional response (CR) (Classical conditioning, 2014)
Example 2 operant conditioning: positive reinforcement
Samsung wants consumers to continue buying their products, so they give a discount for goods worth 10 dollars and above. In this account, sum sung is increasing consumer behaviour while adding pleasant behaviour.
Example 2 operant conditioning: Negative reinforcement
Samsung wants consumers to continue buying their products this time they lay off the staff who harass the customers (negative). So sum sung intends to increase the behaviour while removing unpleasant behaviour.
Example 4 operant conditioning: positive punishment
Samsung wants its consumers to stop buying the products from Apple Company, who are their main adversary. Samsung company cooperates with a government official to increase taxes for the apple company at the end; consumers are unable to buy the Apple product, so they stop buying. In this scenario, stopping the buying of Apple products is decreasing the behaviour of consumers and increase in price add pain to consumers (unpleasant behaviour); hence, they find it difficult to buy.
Example 5 operant conditioning: negative punishment
Samsung wants its consumers to stop buying the products from Apple Company, who are their main adversary. In that case, they decide to deny that individual who will not buy their product from accessing their significant events such as shows. They set a condition to enter Samsung show you must have a Samsung phone. Thus, stopping consumers is (decrease in behaviour) while denying the consumers what they like is the removal of pleasant behaviour (Hinson, Parsons& Hinson, 2011).
References
Classical conditioning. (2014). Place of publication not identified: Audio Lecture Systems.
Hinson, S. L., Parsons, R. D., & Hinson, S. L. (2011). Educational psychology: A practitioner-researcher model of teaching. Belmont, CA: Wadsworth Thomson Learning.