One form of
learning that plays a prominent role in consumer’s behaviour is fear conditioning.
In Watson and Rayner’s seminal experiment with “Little Albert” (1920), they showed how fear can become a conditioned emotional reaction. Marketers may also be incorporating some of Watson and Rayner’s behavioural theories to influence their consumer’s behaviour.
People often learn by information and instruction which situations to fear (Rachman, 1977). Mowrer (1939) argued that fear “may effectively motivate human beings” and that the curtailment of fear “may serve powerfully to reinforce behaviour that brings about such a state of relief or security”.
Accordingly, companies
that market their products often use forms of fear conditioning in an attempt
to increase their revenue.
Clearasil, a skin care product for the treatment of acne, ran television advertisements portraying spotty teenagers looking glum and downbeat; but joyful and surrounded by attractive women once the product had been discovered. Similar advertising themes exist with Lynx body spray. The product is advertised as a potent solution for men to acquire more attention from women, a “spray more - get more” mantra of fear conditioning.
Both advertisements suggest an attempt at fear conditioning to promote their product to possibly insecure adolescent males. The fear can be conditioned by frequent repetition of the association between the new conditioned stimulus and the fear. Therefore, individuals (consumers) are driven to purchase these products in an attempt to avoid negative outcomes and successfully reduce their fear (Rachman, 1977). It can be further argued that avoidance conditioning is employed in these advertisements; as the consumer learns a response (buy product) and thus avoid an aversive stimulus (e.g. not being attractive).
In Watson and Rayner’s seminal experiment with “Little Albert” (1920), they showed how fear can become a conditioned emotional reaction. Marketers may also be incorporating some of Watson and Rayner’s behavioural theories to influence their consumer’s behaviour.
People often learn by information and instruction which situations to fear (Rachman, 1977). Mowrer (1939) argued that fear “may effectively motivate human beings” and that the curtailment of fear “may serve powerfully to reinforce behaviour that brings about such a state of relief or security”.
Accordingly, companies
that market their products often use forms of fear conditioning in an attempt
to increase their revenue. Clearasil, a skin care product for the treatment of acne, ran television advertisements portraying spotty teenagers looking glum and downbeat; but joyful and surrounded by attractive women once the product had been discovered. Similar advertising themes exist with Lynx body spray. The product is advertised as a potent solution for men to acquire more attention from women, a “spray more - get more” mantra of fear conditioning.
Both advertisements suggest an attempt at fear conditioning to promote their product to possibly insecure adolescent males. The fear can be conditioned by frequent repetition of the association between the new conditioned stimulus and the fear. Therefore, individuals (consumers) are driven to purchase these products in an attempt to avoid negative outcomes and successfully reduce their fear (Rachman, 1977). It can be further argued that avoidance conditioning is employed in these advertisements; as the consumer learns a response (buy product) and thus avoid an aversive stimulus (e.g. not being attractive).
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"...because then you're watching television, you're watching the news, you're being pumped full of fear, there's floods, there's AIDS, there's murder, cut to commercial, buy the Acura, buy the Colgate, if you have bad breath they're not going to talk to you, if you have pimples, the girl's not going to fuck you, and it's just this campaign of fear, and consumption, and that's what I think it's all based on, the whole idea of keep everyone afraid, and they'll consume." ~ Marilyn Manson (Bowling for Columbine, 2002).
