Classical and operant conditioning

Level: Undergraduate | Grade: 2.2 | Approx. Word Count: 1,350

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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.