Consumer Behaviour

Good Afternoon Mr Dinesh and our fellow classmates, I’m Fanny and today my group will be presenting on “Our Everyday Idol” case study. So here are my group members! Moving on to the table of content, we will be touching on Behavioural Learning theory, how it influence consumer on purchasing decisions, the level of involvement and lastly the conclusion which sums up our presentation.

Since the exposure to the existence of television, viewers are inspired by the role models which have influenced certain aspects their lives. In the recent years, reality shows are dominating the media as the production cost is low and there is huge audience market. Therefore, producers have come up with diverse selections of shows to capture different market segments. Usually these reality shows have array of messages which have huge impact on various aspects of audience’s choice and lifestyle.

Moving on to Behavioural Learning Theory which sometimes also referred as stimulus-response theory because it’s based on the assumption that all behaviours are acquired through conditioning. For example: If people respond in a predictable way to a known stimulus, they are said to have ‘learned’. As such there are two types of conditioning namely Classical Conditioning and Instrumental Conditioning. Discovered by Ivan Pavlov, classical conditioning is defined as a technique used in behavioural training in which a naturally occurring stimulus is paired with a response. This theory assumes that individual are relatively passive entites that can be taught behaviours through repetition. Through repeated exposure, automatic response can be built as it increases the strength of association between a conditioned stimulus and an unconditioned stimulus which slows down the process of forgetting. However, marketers must be aware of “advertsing wearout” where individuals can become uninterested and memory may no longer improved with repeated exposure.

Instumental Conditioning is a method of...