Ashim Sharma (15129) EXPERIENTIAL EXERCISE - II

EXPERIENTIAL EXERCISE - II

Q1. Find and describe three advertisements, one based on cognitive learning, another based

on operant conditioning, and the third based on classical conditioning. Discuss the nature

of each advertisement and how it utilizes that type of learning.

1. Operant Conditioning

This is the advertisement of beauty cream Garnier which presents the rewarding factor " upto

2 tones fairer skin in just 7 days" which serves to reinforce the behavior for more beautiful look.

The more times the behavior is reinforced, more likely it will be repeated in the future as

consumers learn that using Garnier will make the their skin fairer in the passing days. In this

advertisement the model is presented with the measurement scale to measure the fairness of her

skin. This reflects that the repeated use of this particular fairness cream helps people to reach that

state. Operand conditioning requires customer engagement to understand its power in predicting
positive outcomes which serve reinforcement. Therefore high involvement of consumer is

required for the verification of the product feature.

2 Cognitive Learning

This advertisement presents with facts and figures associated with Dell laptop. It has clearly

presented the technical and physical features about the laptop to assist consumers' reasoning

which engages individuals in thinking process. It has highlighted the laptop's mass, usability,

software, battery power etc to appeal the customers.

3. Classical Conditioning

https://www.youtube.com/watch?v=_0LeEq4EfWg
In this Advertisement, cleanliness and soft hands that come with Ghadi Detergent is presented.

Here before conditioning the women are shown worried with the roughness of their hands which

other washing soap brought (Stimulus). After they are introduced with Ghadi Detergent they are

happy (response) as it made their hands softer and clothes cleaner. It made them learn that Ghadi

is not like other general washing soaps. At the end of the advertisement the women threw all

other soaps and adopted Ghadi. This as presents the process of learning which triggers ther

repeated behavior. Also, it encourages its customers to use before believing on the product with

the tagline, "Pehele Istamaal Kareen, Phir Biswash Karen". This captures the notion of learning

and adopting just like in classical conditioning.

Q2. Find and describe advertisement that you believe are based on low-involvement

learning and high involvement learning. Justify your selection.

1. Advertisement Involving Low Involvement Learning: Strepsils

This Advertisement has absence of conditioning and follows Iconic Route Learning. Strepsils is a

sore throat relieving tablet. It is a new concept for a customer which is associated with the

existing concept they have already experienced "Sore Throat". Consumers can easily relate and

understand the relationship between sore throat and sore throat relieving tablet. Therefore this

advertisement involves less cognitions and elaborations. In this advertisement no further

explanation about the product is given as the consumers will easily relate the product feature

without any further elaboration. Its brand name and tagline "helps winter sore throats back into

shape" can easily convey the desired message. Therefore this advertisement is based on low

involvement learning.

Product Involving High Involvement Learning

This advertisement uses Analytical reasoning theory as it presents with several features of the car

Taurus to allow customer to use and think about the various features of the car. The

advertisement has clearly presented the internal features of a car to assist customers make a

careful purchase decision. This advertisement has used lots of information about this particular

car so that the customers' need for information for such product gets satisfied. It induces

customers to restructure and recombine existing and new information to form new associations

and concepts. Before making a purchase decision about a car, the customer can compare and

contrast the newly offered features with their existing features of a car. A customer will carefully

process information about Taurus car by comparing its benefits with the existing cars.