Behavioral Learning can be described as the acquisition of a new behavior based on external conditions. There is an association between stimuli and responses that develop a change in a behavior or a completely different one. It can happen in two ways:
- Classical Conditioning: where a new behavior is learned through the process of association. This is also called the “Pavlovian” conditioning and here the key is to transfer the favorable responses from the unconditioned stimulus to the conditioned response.
- Instrumental Conditioning: it is mindful and requires high involvement. This is where reinforcement or punishment are used to either increase or decrease the probability of repeating the same behavior.
Bottomline, Behavioral Learning is used to shape the purchase behavior. When crafted properly into marketing strategies, the results can be extremely favorable for brands, increasing awareness and even loyalty in new and existing consumers.