(Answered) How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein - Essay Prowess

(Answered) How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein

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CS 4-2 How might instrumental conditioning influence a consumer who purchases a new outfit for his avatar in a virtual world?

CS 4-3 Do consumers build associative networks from their avatar’s experience? If so, would the associations from their avatar experience be any different from other shopping experiences? How would these networks impact the consumer’s ability to organize and retrieve information that they have learned?

Solution

CS 4-1 How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?

    Let’s remind that classical conditioning occurs: “when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response” (166). Therefore, by seeing Albert Einstein on the website, consumers will think that it is reliable. Albert Einstein in this case is a sort of motivational move, because consumers will be more motivated to learn the tutorial.

CS 4-2 How might instrumental conditioning influence a consumer who purchases a new outfit for his avatar in a virtual world?

Instrumental conditioning occurs “when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes” (140).  It will influence a consumer because he will want his avatar to look good in order to get good feedback and therefore to satisfy him. In fact, what happen in a virtual word can have a big impact on the real word.

CS-3 Do consumers build associative networks from their avatar’s experience? If so, would the associations from their avatar experience be any different from other shopping experiences? How would these networks impact the consumer’s ability to organize and retrieve information that they have learned?

According to the case: “Avatars interact with real brands in these virtual worlds. They can purchase products such as jeans for their avatars, and they can attend events such as concerts or lectures” (169). Let’s remind how consumers create an associative network. Firstly, he has to learn to information then to remember it and after to associate the information with the real environment. Therefore, it is definitely true that consumers build associative network from their avatar’s experience. If consumers have virtual lives, they are more likely to associate what they learn in their virtual life and apply it in the real life. Finally, in my opinion, it is not different from other shopping experiences because at the end, consumers are influenced anyway.

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