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Good Afternoon Mr Dinesh and our fellow classmates, Im Fanny and

today my group will be presenting on Our Everyday Idol case


study. So here are my group members! Moving on to the table of
content, we will be touching on Behavioural Learning theory, how it
influence consumer on purchasing decisions, the level of
involvement and lastly the conclusion which sums up our
presentation.
Since the exposure to the existence of television, viewers are inspired by the role
models which have influenced certain aspects their lives. In the recent years, reality
shows are dominating the media as the production cost is low and
there is huge audience market. Therefore, producers have come up
with diverse selections of shows to capture different market
segments. Usually these reality shows have array of messages
which have huge impact on various aspects of audiences choice
and lifestyle.
Moving on to Behavioural Learning Theory which sometimes also
referred as stimulus-response theory because its based on the
assumption that all behaviours are acquired through conditioning. For example: If
people respond in a predictable way to a known stimulus, they are said to have
learned. As such there are two types of conditioning namely Classical Conditioning
and Instrumental Conditioning. Discovered by Ivan Pavlov, classical conditioning is
defined as a technique used in behavioural training in which a naturally occurring
stimulus is paired with a response. This theory assumes that individual are relatively
passive entites that can be taught behaviours through repetition. Through repeated
exposure, automatic response can be built as it increases the strength of association
between a conditioned stimulus and an unconditioned stimulus which slows down the
process of forgetting. However, marketers must be aware of advertsing wearout
where individuals can become uninterested and memory may no longer improved
with repeated exposure.
Instumental Conditioning is a method of learning process that occurs through rewards
and punishment for behaviour. Through this conditioning, a link is made between a
behaviour also known as stimuli and a response. This is helpful in explaining complex
and goal-directed activities. According to B.F Skinner, most individual learning
occurs in a controlled environment in which individuals are rewarded for choosing an
approciate behaviour which is known as positive and negative reinforcement where I
will now pass on to Shayne who will brief more about this and how it influences
consumers purchasing decision.