Lab Report Analysis

Running head: LAB REPORT ANALYSIS
Lab Report Analysis
Name of the Student
Name of the University
Author note

1LAB REPORT ANALYSIS
Purpose of the experiment
The purpose of this study was to test the significance of classical conditioning on the
resultant consumer behaviour for advertisement. Classical conditioning is a theory that
suggests that the tendency of response by any individual can be influenced through external
stimuli. In this case, the stimuli were the effective images and the response was the consumer
behaviour. In simple words, the study tested whether the advertisement process and
attractiveness can influence the consumer preference or behaviour. The aim of the experiment
was to investigate whether participants who underwent a classical conditioning procedure
would be more likely to rate a household product as more favourable and rate greater
intentions to purchase the product than those who were not exposed to the classical
conditioning procedure.
Formulating Hypothesis
Independent variables are the factors which are controlled by the experiment to
observe the result. In other words, it is the cause factor in the cause and effect relationship. In
this study the impact of external stimuli were examined. Here the independent variable was
external stimuli.
Dependent variables are the factors which are not directly controlled by the
experiment, however it is the result of the independent factors or variables.. In other words, it
is the result factor in the cause and effect relationship. In this study the impact or results in
consumer behaviour were examined. Hence, the dependent variable was consumer
preference or consumer behaviour.

2LAB REPORT ANALYSIS
As per Stuart, Shimp and Engle (1987), external stimuli has statistical significant
impact on consumer behaviour as well as consumer preference. Hence, in this study it is
expected that consumer preference depends on the external stimuli of advertisement. The
Classical Conditioning theory also known as Pavlovian or respondent conditioning also refers
to a learning procedure in which a biologically potent stimulus (e.g. food) is paired with a
previously neutral stimulus (e.g. a bell) (Gormezano, Prokasy & Thompson, 2014). Hence,
the hypotheses of the study were
Null Hypothesis H0: External stimuli in advertisement do not have any relationship with
consumer preference
Alternative Hypothesis H1: External stimuli of advertisement can influence the consumer
preference
Identifying Stimuli and responses
In the theory of Classical Conditioning proposed by Ivan Pavlov three two types of
factors are involved in the classical conditioning and behavioural psychology are stimulus
and response. Conditional Stimulus or CS is the stimulus that with the association of
unconditional stimulus can trigger the response. UCS or Unconditional Stimulus is the
stimulus that is capable to directly trigger the response (Gormezano, Prokasy & Thompson,
2014). This study used effective images as stimuli that have a expected positive outcomes on
consumer preference. On the other hand, the target product was used to measure the influence
of experience. Hence in this study, the CS is the target brand item and the UCS is the
effective images.