Classical conditioning
Apple is the one of the famous mobile telephony company in the world nowadays. It has their own mobile phone products and own ringtones.
Based on the connection between products and the memory of customers is a powerful methodology to build loyalty. Apple tune is a classical conditioning marketing strategy that through the sensory (Auditory system) to influence/effect consumer behaviour.
*Classical conditioning means to create a new character
which relate/involve with business or brand.
Steve created a reinforcement of the ringtones as the first iPhone/IOS was not included custom ringtones, but 25 ringtones that were to be released had to be good by Steve’s qualitative standards. However, it had to be insanely great as it deemed great by many that those 25 ringtones were certainly unique and special in the first iPhone released. It also can represent to Apple product
Based on the connection between products and the memory of customers is a powerful methodology to build loyalty. Apple tune is a classical conditioning marketing strategy that through the sensory (Auditory system) to influence/effect consumer behaviour.
*Classical conditioning means to create a new character
which relate/involve with business or brand.
Steve created a reinforcement of the ringtones as the first iPhone/IOS was not included custom ringtones, but 25 ringtones that were to be released had to be good by Steve’s qualitative standards. However, it had to be insanely great as it deemed great by many that those 25 ringtones were certainly unique and special in the first iPhone released. It also can represent to Apple product
ESPECIALLY THIS ONE VVVVV
Moreover,the ringtone marketing strategy is following the concept of “Pavlov’s Dog”, the dog in case was influences by the close paring of two stimuli introduced at the same time.
- Unconditioned stimulus (Apple products / brand)
- Conditioned stimulus (the Apple
ringtone)
The final outcome is people will used to think/ relate about Apple brand with it special tune, because people can imagine the pictures or Apple products on their head through the sounds impacts. This is one of reinforcement – fixed- interval reinforcement, it occurs on each time that people hear the Apple tune.
Instrumental conditioning and
The ringtone methodology stimulated people with associate behaviour, which helping to gain positive outcomes and avoid the negatives impacts.
The effective can from internal or external impacts, because it based on the concept of consumer and the information around them to make their own decisions, so consumer is an information processor on this theory.
For instance, there are so many external methodologies
to let’s consumer realize or to know about the brand and products, especially
from social media such as Facebook/ Youtube / Apple store website. Social media
is a way that has heightened for consumer to learning as it provided society
with an abundance of information. All consumers can receive both of positives and negatives news and information from internet such as there are some user' report of the Apple products or products contrast.
On the other hands, the internal methodology
can be human senses. All Apple stores have an area to let their consumers or potential
consumers to try the products, which creates the brand and real products experiences
to consumers. Apple used human senses (touch/ vision/ hearing) that more
strongly to impact consumers’ behavior.
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