The paper "Consumer Behaviour: Antismoking Gum" is an outstanding example of a marketing case study. Marketers are required to change and shape the behaviour of consumers. This can be achieved through careful studying consumer markets, formulating and implementing strategies that are applicable to that targeted market. The social behaviour that is targeted is to change behaviour of people who are smoking through employing the use of Antismoking Gum (Power, Balderstone & Gyles, 2000). A large percentage of the human population smoke either directly or indirectly – secondary smokers. However, many people want to stop this behaviour since cigarettes are associated with addiction and hence marketers have to devise a strategy that fulfils the needs and wants of consumers. Marketers have to make the consumers (here consumers means those people who are addicted to smoking or starting to smoke and are determined to stop the behaviour) understand complications and health implications associated with smoking.
Cancerous diseases and negative influence on society are some of the factors that are associated with smoking while cigarette producers continuously market their products. The key factors that the consumers and markets have to face are effective marketing strategies that are employed by cigarette manufacturing companies (Denelsky, 2007). The cigarette is usually addictive because of the presence of nicotine.
Nicotine is the factor that many people turn to smoke but usually, nicotine is not within the harmful killer chemicals associated with cigarettes. The major toxic compounds that are associated with smoking come from the smoke and tar of the cigarettes (Ashelman, 2000). Some of the compounds that are emitted by cigarettes are deadly and includes carcinogenic materials, carbon monoxide, DDT, hydrogen cyanide and arsenic.
Consumers understanding the implications of these toxic chemicals mean that they will appreciate and utilise Antismoking Gum. It is an opportunity for marketers to maximise on the negative side of cigarettes in terms of impact on the health and environment of smokers. Thus, marketers should strategies strategically to ensure that consumers understand the implications of smoking and safe means that consumers can utilise to stop smoking (Ashelman, 2000). Numerous approaches, frameworks and strategies have been used to ensure that people understand the effects of smoking cigarettes and choose to stop smoking.
Organisations and institutions both governmental and non-governmental have tried their best to make people understand the impacts of cigarette smoking (Lamb, Hair & McDaniel, 2008). Hospitals and health institutions including insurance organisations have tried to educate smokers on the effects of smoking and provided them with other strategies that they can replace smoking with. These strategies of educating cigarette smokers have been in place but people look for alternatives that will control the influence of nicotine. Thus, this has resulted in Antismoking Gum being marketed to consumers especially those addicted to nicotine (Kurtz, 2008). Classical Conditioning Classical conditioning or respondent conditioning is an important behavioural theory that takes the form of associative learning and it was demonstrated by Ivan Pavlov.
Induction of classical conditioning involves the offering of a neutral stimulus with another stimulus of some significance. This means that a neutral stimulus is an event that does not result in an overt behavioural response from the human or organism that is been investigated, which is a conditional stimulus (CS). On the same view, unconditional response (UR)/ unconditioned stimulus (US) is the presentation of the significant stimulus that is crucial in evoking an innate response.
Thus, the pairing of CS and US results in a scenario of the organism been associated with the stimulus, and hence the CS behavioural response is produced.
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