Using a case study approach, this essay examines the theory of classical and operant conditioning as it relates to the influencing of the behavioural patterns of consumers by marketers.
As confirmed by Solomon et al (2002), the fundamental
assumptions of the theory of classical and operant
conditioning, as it can be applied to consumer behaviour,
are focused on explaining and highlighting the key physical
and psychological determinants that will have an influence
on the consumer needs and desires.