Introduction
Consumer behavior refers to the study of organizations, groups, or individuals and all the activities linked with the buying, using, and disposing services and goods in a business enterprise. In addition, consumer behavior is about how consumers’ preferences, attitudes, and emotions affect their buying behavior. In consumer behavior, a perception of the brand may change positively. When the perception of a brand changes positively, consumers tend to increase their purchase of such a product or service, leading to more sales for the business person or organization. Classical and operant conditioning are all about consumer behavior influencing consumers’ purchase or buying decisions. In this case, classical conditioning is an automatic or unconscious learning process that forms conditioned responses by associating with stimulus. On the other hand, operant conditioning is a kind of consumer behavior where punishment and reinforcement modify the consumer decision-making processes.
How Perception of Brand has Changed
Recently, my perception of Amazon as a brand has changed positively. Amazon happens to be one of the most famous brands globally. As a global e-commerce platform, the brand has continued to revolutionize the online retail industry because of the provision of millions of products over the internet (Gorji & Siami, 2020). Initially, I was very hesitant to embrace e-commerce platforms because I thought they would be sites where fraud would occur. However, I later learned that Amazon is one of the best and most secure sites where consumer security is safeguarded. My Amazon brand perception changed because I established the credibility of the online business as an open platform that offers quality products and services. I also learned that Amazon.com is a secure website or online platform where buyers and sellers engage and have no room for fraudsters. I already trust the brand Amazon because of its value and services to the global online community.
Some factors that led to the change in consumer behavior of the Amazon brand include trust, credibility, motivation, attitudes, beliefs, and perception. For example, I have come to trust the Amazon brand because it is a credible online platform with safeguards to protect consumers from online fraud. Most of the products offered on the forum are genuine and authentic, making me trust the brand as a credible online retail service provider. Amazon meets the credibility threshold because it has won various awards since its inception and served the global community (Gorji & Siami, 2020). Therefore, I have learned to trust the product as the best provider of online retail services globally. The product’s credibility has raised the brand’s value in my eyes because of the trust I have in the Amazon product. Therefore, I have demonstrated brand loyalty towards the Amazon brand, which has ensured I shop online on the platform most of the time. Thus, my buying behavior has changed over time, and I have come to trust products and services offered online courtesy of Amazon.com.
Classical Conditioning and Operant Conditioning
Classical conditioning is about an involuntary stimulus or response mechanism, while operant conditioning refers to a voluntary consequence or behavior influencing consumer buying choices. In consumer behavior, classical conditioning is a behavioral procedure in which a potent stimulus is combined with a neutral stimulus (Gorji & Siami, 2020). For example, ringing a bell for students to get food during their lunch break is a form of classical conditioning. Classical conditioning is a learning process with a specific pairing of two things. In this case, food and bells are the things or items that facilitate classical conditioning. In classical conditioning, a neutral stimulus only comes out to trigger a response, which could be like salivation for that food. Classical conditioning differs from operant conditioning in that the latter involves consumer behavior, modified punishment, or reinforcement.
Operant conditioning is a learning process that uses punishment and rewards to shape behavior. In addition, operant conditioning associates a consequence and behavior, whether positive or negative, with that behavior. The concept of operant conditioning is mostly used in the training lab animals to master a certain learning behavior (Gorji & Siami, 2020). In addition, operant conditioning also plays a pivotal role in the daily learning process. Punishment and reinforcement occur in society at all times, particularly in other settings like therapy sessions and classrooms. Operant conditioning is all about particular consequences to trigger voluntary behavior. For example, school punishment is primarily meant to decrease bad behavior. In addition, rewards in the school system also ensure that students reinforce or increase certain good behavioral practices.
In this case, classical conditioning would mostly influence my consumer buying behavior. My consumer buying habits are associated with the need for feelings of success, satisfaction, and happiness (Gorji & Siami, 2020). That is why I am always associated with the leading brands with a global footprint. Classical conditioning is a psychological concept that influences the buying behaviors of consumers. For example, once I identified a superior brand like Amazon, I bought from the platform repeatedly because of the already developed perceptions concerning the brands. In my view, I am conditioned to be attracted to particular brands which are superior such as Amazon.com.
Another example is the Coca-Cola brand, which I like very much and is mostly associated with Christmas that brings elements of happiness and joy to its consumers. Although there are many other soft drinks beverages, the Coca-Cola brand is the best because it offers me psychological satisfaction (Gorji & Siami, 2020). In addition, behavioral learning theory would enable me to learn through experiences. Acquiring new behaviors and knowledge influences the psychological processes that make me prefer certain brands and not others. Without the ability to learn from my experiences, my life would not be remarkable and efficient as expected.
Conclusion
In conclusion, consumer behavior refers to studying organizations, groups, individuals, and other activities linked to buying and selling goods and services. In addition, consumer behavior is about preferences, attitudes, and emotions influencing buying behavior. In contemporary society, brand perception change in a positive way, which affect consumer-buying habits. In consumer behavior, there are notable differences between classical and operant conditioning. While classical conditioning refers to automatic or unconscious learning that influences consumer behavior, operant conditioning is about voluntary consumer behavior triggered by punishment and rewards for such kind of behavior.
Reference
Gorji, M., & Siami, S. (2020). How sales promotion display affects customer shopping intentions in retails. International Journal of Retail & Distribution Management, 48(12), 1337–1355. Web.