Theory in Practice

Yesterday, I wrote about Parle's sugar free bonbons, Lite. I gave you an overview of the TVC and a critical analysis. Now, let me relate the ad to a basic theory of consumer behavior.

In this ad, the theory of classical conditioning has been applied. As you can see from the diagram above, There is something called an unconditioned stimuli and response. Marketers do not have any control over these domains of conditioning as these are a consequence of vicarious learning over the years.

Now, the unconditional response can be linked to a conditioned stimulus which is your product so as to get the conditioned response which in most cases is purchase.

In this ad of Parle Lite, the unconditioned stimulus is Belle dance and the unconditioned response is association of Belle with flexibility and lightness. This unconditioned response of feeling being light and weightless is linked to the consitioned stimulus which is the product, Parle Lie and the conditioned response would be purchase.

It is really fabulous when you see the linkage of various theories to practicality of vast and diverse world of marketing, this is one such instance.