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Chapter 9: Coca Cola Happiness Machine

Consumer Behavior Presentation
by

Chandni J

on 25 February 2011

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Transcript of Chapter 9: Coca Cola Happiness Machine

Chapter 9: Conditioning & Learning Processes Coca-Cola Releases Happiness Truck -Coca Cola decides to do sequel to Happiness Machine video due to its success Classical Conditioning Operant Conditioning Vicarious Learning / Modeling -Unconditioned/Previously Conditioned Stimuli: Free merchandise
-Neutral/Conditioned Stimuli: Coca Cola
-Uncoditioned/Conditioned Response: Happiness/excitement


-Repeated pairing of Coca Cola brand/products with unexpected giveaways causes for the Coca Cola brand/products to generate greater excitement and increased purchases 1. Shaping
-When conditions are arranged to change the probability of certain behaviors
-Example: providing free Coca Cola bottles via truck/vending machine



2. Discriminative Stimuli
-Stimuli that can change the probabilities of behavior
-Can increase behavior with discriminative stimuli present or decrease the behavior without its presence
-Example: Coca Cola brand name is the discriminative stimuli because previous experiences have taught consumers that they will be rewarded when the symbol is present --> free merchandise when see a Coca Cola truck -Unconditioned/Previously Conditioned Stimuli: Free merchandise
-Neutral/Conditioned Stimuli: Coca Cola
-Uncoditioned/Conditioned Response: Happiness/excitement


Repeated pairing of Coca Cola brand/products with unexpected giveaways causes for the Coca Cola brand/products to generate greater excitement and increased purchases -Occurs when consumers observe the consequences (negative or positive) others experience
-Example: People witness others receiving free merchandise from the machines and want to try it as well to experience the same positive consequences Marketing Implications -Coca Cola is effectively increasing brand image and awareness by
influencing their consumers' conditioning and learning processes
-They hope to evenutally increase desired overt behavior: Coca
Cola product purchases
-Expanded campaign to international markets (Brazil)

positive brand image universally -Coca Cola is effectively increasing their brand image and
awareness to consumers by influencing their consumers’ conditioning and learning processes
-They hope for this to eventually lead to the increase of the desired overt behavior: Coca Cola product purchases
-Expanded this campaign into international markets -Brazil- which gives them a positive brand image universally Chandni Jain
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