Essay About Cognitive Learning And Nature Of Each Advertisement

Consumer Behaviur
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Experiential Exercise II Consumer BehaviorSubmitted By: Sambriddhi Sharma (16133)MBA FALL 2016Kathmandu University School of ManagementSubmitted To:Asst. Prof. Rupesh Krishna ShresthaCourse InstructorKathmandu University School of ManagementIn partial fulfillment of the requirements for the degree of Master of Business Administration (MBA)Balkumari, LalitpurOctober, 2017EXPERIENTIAL EXERCISE – IIQ1. 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.Cognitive Learning Starting with cognitive learning, it is basically a mental process of forming opinions, attitudes, making decisions for reacting either positively or negatively. The main goal of cognitive learning is to prove its impact on consumer behavior. From advertiser’s point of view, it is a productive methods for communication with their target audience. With the integration of cognitive learning, its effect goes a comprehensive way in persuading the customers to develop a true and complete understanding of the brand or product.  The major goal behind advertising is to grab the attention of customer towards its product or brand and increase the sales of it. But cognitive learning aim is not to attract customer but aims in combining the relationship between the brand and customers by notifying and describing them why to use that brand, its benefits and accessibility. Cognitive learning replicates the objective and thought process of the advertiser and helps in building trust and respect among customers. (Misbah, n.d.)Cognitive learning integrates how people think, how people understand, how people know. Focusing on these three aspects, advertisement that undergoes cognitive learning would be the Pantene Shampoo. In this advertisement, celebrity bollyhood actress Anuska Sharma gives a 14 days hair fall recovery challenge to the common girl quoting that the product works effectively for all kinds of people whether it be a celebrity or a common people. This advertisement has cognitive learning approach as it has used the celebrity face and a common girl in order to influence all the women who have been suffering from hair fall problem.  This ad understands what people think, understand and know by making Anuska to give this 14 day challenge to a common girl so that every women that come across this ad can relate herself to that girl in the ad. Rather than try to attract the audience by keeping celebrity in the ad, it is adding the value by quoting the problem of all and try to connect to the audience by solving their hair fall problem.Link of the advertisement:

There are basically positive, negative reinforcement and rewards/punishment in operant conditioning.Example of operant conditioning would be the advertisement of Rolex Watch. In the link below, first advertisement portrays a positive reinforcement that has a positive reward and there is a positive result that assist to support the behavior. The ad quotes as, ‘Rolex is what brings her close to you’. Simply by wearing a Rolex watch on himself, a man can bring a woman close to himself[pic 1]Positive ReinforcementIn the link below, second advertisement portrays a negative reinforcement that states the negative impact of not wearing a Rolex watch. The ad quotes as, ‘Purchase a Rolex watch and you will get a woman!’ If a man does not wear a Rolex watch on himself, there is a chance of woman getting attracted towards you. So, if you did not want to lose her, you will have to wear Rolex. This advertisement is showing a negative consequences for not wearing a Rolex watch.[pic 2]Negative ReinforcementFinally, the third advertisement speaks about the punishment aspects of not wearing a Rolex watch. The ad quotes as, ‘You don’t need hands, if you don’t have Rolex.’  This add in subconsciously forcing the viewers to wear the watch by telling them their hands has no use if it does not have Rolex watch in it. [pic 3]PunishmentFrom all these three advertisement, is encouraging the male users to use the Rolex watch, so that they don’t miss out impressing a woman. It is psychological giving reactions to the viewers that anyone who does not buy Rolex will be left on the sideline.Link of the advertisement: