Consumer Behvaiour

1. Critically analyse the role of operant learning in explaining consumer behaviour.

Consumer behaviour is the process, in which focuses on the way how individuals or groups make decisions in order to satisfy their needs and desires, included search, purchase, evaluate and disposal of products or services (Solomon, 2011). Moreover, operant learning (or instrumental learning) is presented by Skinner (1953), based on Thorndlike’s law of effect which emphasises that a pleasant outcome tends to encourage the repetitive responses in that similar situation again and vice versa. Whereas the involuntary and simple responses are elicited in classical conditioning, Skinner’s theory is useful to explain complex and conscious consumer behaviours because of consequences happening after the behaviour. Therefore, this paper is going to examine the role of operant learning in the produce of purchasing behaviour in case of contingences reinforcement.

The role of positive reinforcement in operant learning can clarify the habitual purchasing consumer behaviour. As acknowledged, operant behaviour is influenced by the outcome of the behaviour itself. It is indicated that satisfaction is formed as hedonic reinforcement as a result of utilitarian consequence of buying and consuming economic goods (DiClemente and Hantula, 2003; Foxall). It means that consumers learn from the previous involvement with the product which creates the satisfaction. Thus, customers tend to perceive the feeling of contentment by the past purchase behaviour is a positive reinforcer, hence leading to the likelihood of producing the specific response of buying the product (Evans, Jamal and Foxal, 2009). Furthermore, the behavioural modification perspective giving quality is the only essential to encourage the customers to purchase (Nord and Peter, 1982). For example, after using several cereals brands, a customer acquires that Kellogg’s is the most appetizing, hence stimulating him to repurchase the brand...