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In today’s competitive and dynamic marketing world, where companies are thriving hard to attract maximum number of consumers, it has become very hard to survive for smaller companies, even huge ones, without innovation and new developments. If we see our daily lives, advertisements rule our life from every aspect. They dictate the brand of tea we drink in the morning and the laxatives we take before going to bed. Free choice has almost become a relic of past. Under such circumstances, classical conditioning has now become a major focus of marketing, by large number of companies and brands!

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It was not until 20th century, when Classical conditioning was revealed, out of the blue by Russian physiologist Ivan Pavlov, while doing research on the digestive process in dogs. Classical conditioning was the first type of learning to be discovered and considered within the behaviorist tradition. Classical conditioning starts with a general response, an inborn, spontaneous behavior. This involuntary behavior is caused by a predecessor event or appearance of an object or individual. Under the phenomena of classical conditioning, an individual learns to correlate one incentive or item with another.

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The individual learns that the first item is an indication for the second one, realizing the interconnection between both the items. The connecting item can be a visible or even audible one. Choosing the telecommunication companies, in general, there is a prevalent appliance of Classical conditioning. Currently, classical conditioning is being applied by companies through the association of particularly catchy jingles and appearance of picky models with their particular services. Through extensive promotion of these jingles, companies attempt to develop an involuntary recognition of their products within the target market.

Taking Telenor as an example, it has developed an unintentional relevance of these jingles and models with their brand, in the target market. So now even by hearing the promo sound of their respective jingle, the first thing com to customer’s mind is Telenor. This recognition by the masses has not only built a strong customer interface, but has also motivated the customer for subsequent purchases, through persuasive marketing (Dr. Peter , 2006). Also the existing customers have developed a strong brand loyalty and attach certain values to the brand.

This is a very positive effect of the classical conditioning, giving the brand a competitive edge. Over all, in order to improve sales and brand image, the company should skillfully divide the target market into different segments so as to give particular importance to the respective segments. For example a large part of the target market of Telenor is youth and young people in their 20s, so new packages and services should be devised keeping in view their particular characteristics and priorities.

In addition, market can also be divided into segments based on different classes of customers; that is, economy packages, and business packages and so on. Classical conditioning theory can then be applied to these new segments more effectively, therefore taking Telenor to the heights of success. Also the management should concentrate on customer satisfaction, as the service industry is more or less based on word of mouth and the extent of satisfaction the customer achieves. References Book Dr. Peter, G. (2006). Leadership: Theory and Practice. Sage Publications.

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Kylie Garcia

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