Task:

For each of the scenarios given, indicate whether classical conditioning principles or operant (instrumental) conditioning principles are involved. Then identify the components of the theory using the blank spaces provided under that theory.

Scenarios

1. Bob has three children, and he likes to rent movies for the whole family to watch. When he sees the sign for the Video Department while shopping at the grocery store, he wanders in to see what new videos they have and ends up renting one. He has a store customer card, so every tenth video rental is free. He is much too busy to keep track of how many rentals he has to date, but he is pleasantly surprised when he is told that the video he is renting will be free of charge. In the future, he will rent more videos there at the grocery store, rather than at the chain video rental place they sometimes use.

Operant Conditioning . Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:_____________ Neutral/Cond. Stimulus: Expected Change:___________ Uncond./Cond. Response:_

2. Whenever Richard hears'the nostalgic music that plays in the background of the Charge Cola ad, it makes him remember his buddies from high school and some of the good times he had with them. When he goes to the grocery store to do the shopping for his family, he scans the soda aisle and then chooses Charge Cola rather than all the other similar sodas; he just feels best about the Charge Cola brand.

Operant Conditioning Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:_____________ Neutral/Cond. Stimulus:_ Expected Change:___________ Uncond./Cond. Response:

3. Shelly loves the commercial for Cloud tissues, because she really likes seeing the fuzzy little puppies in the ad romping around. At the drug store, she never considers another brand of tissueshe just assumes that Cloud is the softest brand.

Operant Conditioning Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:_____________ Neutral/Cond. Stimulus:_ Expected Change:__________ Uncond./Cond. Response

4. When wandering through the frozen-food section of her grocery store, Mary

noticed a new frozen pizza. She bought the frozen pizza and tried it for dinner that night. Mary was very pleased with the pizza and thought it was the best pizza she had ever tasted. She put it on her shopping list to buy again.

Operant Conditioning Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:_____________ Neutral/Cond. Stimulus:_ Expected Change:___________ Uncond./Cond. Response:_

5. Whenever Ralph saw the print advertisements for Smith's Motor Oil, he couldn't help but notice how attractive the bikini-clad models in the ad were. When he needed oil for his car, he didn't put much thought into which brand he would buyhe just seemed to be drawn to Smith's Motor Oil.

Operant Conditioning Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:_____________ Neutral/Cond. Stimulus:_ Expected Change:__________ Uncond./Cond. Response:

6. Julie was shopping at the mall when the Grand Opening celebration of a new

bookstore caught her eye. She wandered in and one of the store clerks handed her a complementary gifta lovely journal. Although she didn't need to purchase any books that day, she will stop back in to that store the next time she is in the mall.

Operant Conditioning Classical Conditioning Behavior: Uncond. Stimulus:

Consequence:____________ Neutral/Cond. Stimulus:_ Expected Change:__________ Uncond./Cond. Response:

Discussions:

Within a marketing applications context, what similarities do you see among the classical conditioning scenarios? In other words, do the scenarios using classical conditioning all tend to involve the same types of marketing tools/strategies?