In recent years, the UK chocolate confectionery market has been characterised by a high level of competition. Nevertheless, Cadbury Dairy Milk has managed to be the market leader, counteracting the overall decline in the segment with a growth of 4% in 2017. This development has been built on high levels of trust among their customers and the perception of them offering good value for money which reflects their long history in the market and extensive advertising efforts (Winter, 2018). It can be said that advertising creates and transfers social trends as well as core beliefs and values which entail the formation of an attitude and can result in a purchase intention (De Mooij, 2004, 312). Understanding how people choose between several similar products and brands as well as how they arrive at their choice, can be seen as an important aspect among marketers. Theories have been developed to describe how people make their decisions and what might influence their decision-making process. Consequently, it has become a key strategy for marketers to change consumers' behaviour and alter their attitudes towards a company, product or service through advertising (Adhikary, 2014).
Based on this, the aim of this paper is to critically examine the impact of behavioural concepts on consumers and their decision-making process. Due to practical constraints, this paper cannot provide a comprehensive review of all theoretical concepts and therefore, the following two models have been chosen: operant conditioning and Attitude-Toward-The-Ad model.
Each of these models will be explained theoretically and then applied to a recent advertising campaign of Cadbury to analyse the effectiveness and the impact of the campaign on consumers. Subsequently, recommendations will be given on the basis of the findings.
Table of Contents
1 Introduction
2 Theoretical Framework
2.1 Operant Conditioning
2.1.1 Reinforcement and Punishment
2.1.2 Strategic Applications
2.1.3 Limitations
2.2 Attitude-Toward-the-Ad Model
2.2.1 Antecedent
2.2.2 Limitations
3 Analysis of the Behavioural Concepts on the basis of Cadbury's Social Media Posts
3.1 Application of Operant Conditioning
3.2 Application of Attitude-toward-the-Ad Model
4 Recommendations
5 Conclusion
Research Objectives and Core Topics
This paper aims to critically examine the influence of specific behavioural concepts on consumer decision-making processes, utilizing the UK chocolate confectionery market and Cadbury Dairy Milk as a case study to evaluate the effectiveness of marketing communications.
- Theoretical examination of Operant Conditioning in marketing.
- Application of the Attitude-Toward-the-Ad (Aad) model to advertising effectiveness.
- Analysis of consumer responses to Cadbury's social media and promotional campaigns.
- Evaluation of the impact of brand-related advertisements on consumer purchase intentions.
- Strategic recommendations for enhancing customer engagement through behavioral insights.
Excerpt from the Book
2.1.1 Reinforcement and Punishment
It is assumed that operant conditioning generally occurs in one of three ways, which influence the likelihood that a response will be repeated.
The first type, positive reinforcement, is probably the most widely applied principle used by marketers to influence consumer behaviour. In this process, consumers run through several stages which are illustrated in Figure 1 below.
According to the literature, positive reinforcement can become a pleasant experience for an individual after certain behaviour. Individuals are rewarded and thereby they are encouraged to repeat their behaviour, meaning that they are likely to have been becoming 'conditioned' to buy the product or service again next time (Blythe, 2015, 96). For example, when an advertisement shows a certain soap that makes the skin soft (stimulus), customers may buy the product. If they are satisfied (reward) after using it, they will be reinforced through the reward to buy this specific product again.
The second type is negative reinforcement. In this case, the operant conditioning involves the removal of a negative outcome or the demonstration of an aversive stimulus which serves to encourage certain behaviour. Consequently, individuals learn how to avoid negative consequences when facing difficulties (Wells, 2014, 1134). For instance, after a consumer has purchased a certain toothpaste (stimulus), it will help them to avoid bad breath (reward).
Summary of Chapters
1 Introduction: This chapter outlines the high competition within the UK chocolate market and sets the objective to analyze how behavioural models like operant conditioning and the Attitude-Toward-The-Ad model influence consumer decisions.
2 Theoretical Framework: This section provides the academic foundation for the study, detailing the mechanisms of operant conditioning (reinforcement, punishment, and schedules) and the components of the Attitude-Toward-the-Ad model.
3 Analysis of the Behavioural Concepts on the basis of Cadbury's Social Media Posts: This chapter applies the previously defined theoretical models to specific Cadbury campaigns, evaluating consumer feedback and brand reception on social media platforms.
4 Recommendations: Based on the findings, this section suggests that Cadbury should improve its customer engagement by actively participating in dialogues on social media to mitigate dissatisfaction and enhance brand loyalty.
5 Conclusion: The final chapter summarizes that while behavioural concepts are effective tools for marketers to influence purchase intentions, their success is highly dependent on individual past experiences and external environmental factors.
Keywords
Consumer Behaviour, Cadbury Dairy Milk, Operant Conditioning, Attitude-Toward-the-Ad Model, Marketing Strategy, Positive Reinforcement, Advertising Effectiveness, Brand Loyalty, Consumer Decision-Making, Social Media Marketing, Purchase Intention, Customer Satisfaction, Behavioural Learning Theory, Consumer Perception, Brand Communication.
Frequently Asked Questions
What is the primary focus of this research?
The work examines how specific psychological and behavioural models are applied by marketers to influence and shape consumer decision-making and purchase behaviour.
Which theoretical models are central to this study?
The study centers on the Operant Conditioning theory, developed by B.F. Skinner, and the Attitude-Toward-the-Ad (Aad) model, which explains how feelings and judgements toward advertisements affect brand perception.
What is the main objective of the analysis?
The goal is to bridge the gap between theoretical behavioural concepts and practical application by analyzing the effectiveness of recent Cadbury marketing campaigns.
Which methodology is employed in this paper?
The research uses a descriptive analytical approach, applying established psychological models to real-world data derived from Cadbury's social media and television advertising efforts.
What topics are covered in the main body?
The main body covers the theoretical definitions of reinforcement and attitude formation, followed by a practical evaluation of how Cadbury utilizes these concepts in promotional packs and iconic video advertisements.
How are the key findings characterized?
The findings are defined by the observation that while advertising can successfully create emotional bonds, its impact is often limited by existing negative attitudes and past consumer experiences.
How did consumers react to the Cadbury "burst with joy" campaign?
Consumer reaction was mixed; while the stimulus reached many, those with negative past experiences or specific brand criticisms were largely unresponsive to the positive reinforcement.
What conclusion does the author reach regarding the "Gorilla" advertisement?
The author concludes that the "Gorilla" ad was highly successful in generating brand feeling and viral engagement, which eventually led to a significant increase in sales despite some confusion regarding the ad's direct message.
- Arbeit zitieren
- Anonym (Autor:in), 2019, Changing Consumer Behaviour. Analysis of Behavioural Concepts based on the Example of Cadbury Dairy Milk, München, GRIN Verlag, https://www.grin.com/document/535671
