Marketing communication: principles and practice

The reinforcement approach
Purchase may be thought of as learned behaviour. A satisfactory purchase
outcome may increase the likelihood of a further selection in the future,
whereas an unsatisfactory outcome may be avoided next time.
Learning theory systematically describes and explains the connection
between experience and subsequent behaviour.
Classical conditioning
(Watson and Raynor, 1920) can be used to
explain how colours, aromas, music, brand names, and the context of
purchase and consumption become associated with the buying of particular
products. Some advertising is intended to create such associations between
brands and stimuli. The conditioned stimulus is supposed to support
identification and increase purchasing tendency.
Another explanation is found in 
reinforcement learning
(Skinner, 1938).
Reinforcers are rewards or cost reductions – experiences that raise the
frequency of responses associated. East (1997) gives the example of Air Miles
sales promotion awards for the use of particular products, used to reinforce
purchase or use. Skinner introduced the idea of behaviour shaping, whereby
behaviour is altered from one form to a desired other form by selectively
reinforcing the behaviours that show movement in the preferred direction.
The evolution of product forms and features in recent years may indicate
shaping. Heavily used reinforcers may lose their power to elicit a response
when the consumer becomes satiated. Advertisement wear-out may be
explained by this. Stimulus satiation can also produce desensitization, when
people get used to unsatisfactory or unpleasant conditions without desire
for change. Learning can be reinforced each time a response is reproduced
(continuously) or may be intermittent. Learning is faster in continuous
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reinforcement. However, greater reinforcement is obtained from intermittent
reinforcement.
Foxall (1992) argues that learning theory should be applied more
systematically to define and control consumption environments for profit
enhancement. He distinguishes pleasure and information reinforcers. For
example, flights offer free drinks as an extra to the basic service, as well as
in-flight information on TV screens. Foxall wants us to consider more
carefully the aspects of a consumer’s situation that affect behaviour. Managers
can then more carefully alter cues and reinforcers.