Dove – Consumer Learning

Classical conditioning is a form of learning resulting in one stimulus leading to a response when paired with another stimulus (Solomon et al, 2019). After a certain amount of time, it leads a consumer in creating a similar response as it is associated with the first stimulus (Solomon et al, 2019). This idea is central to consumers who purchase Dove products.

Stimulus generalisation is a marketing concept Dove effectively relates to. It is outlined to occur “when one response is extended to a second stimulus similar to the first” (Lamb, Hair and McDaniel 2008, p.169).

Dove has expanded into family branding over the years, offering various products to suit everyone. This includes items like soap, skin cleaners, moisturisers, deodorant, wipes, shampoos and conditioners (Amaral 2017). Dove ensures its products can be used for both men and women, including babies.

Since they have a wide range of products, it provides consumers with familiarity and knowledge towards the brand (Lamb, Hair and McDaniel 2008). As consumers learn more about each product in the Dove family, it encourages them to try different items. For instance, most consumers will know of Doves first product ‘Dove Soap’ (Lamb, Hair and McDaniel 2008). When consumers purchase the Dove Shampoo, they will be familiar with Dove Soap and trust the product (Lamb, Hair and McDaniel 2008).

Similarly, I have used the Dove Soap where I experienced a positive outcome. Since I was satisfied with the product and the amount of moisture , I decided to try the Dove moisturiser which was in the same family. This relates to stimulus generalisation.

Reference

Amaral, A.C., 2017. Dove Real Beauty Campaign: A Local Perspective (Doctoral dissertation), viewed 2 April 2019,

<https://run.unl.pt/bitstream/10362/25593/1/Amaral_2017.pdf>

Beauty Packaging, Image, 2019, viewed 2 April 2019,

<https://www.beautypackaging.com/contents/view_breaking-news/2017-04-06/baby-dove-line-debuts-at-retailers-nationwide>

Bustle, Are Dove Products Cruelty-Free? The Drugstore Brand Just Upgraded Its Status In A MAJOR Way, Image, 2019, viewed 2 April 2019,

<https://www.bustle.com/p/are-dove-products-cruelty-free-the-drugstore-brand-just-upgraded-its-status-in-a-major-way-12208002>

Lamb, C.W, Hair, J.F, and McDaniel, C, 2008 Essentials Of Marketing, Cengage Learning, viewed 2 April 2019,

<https://books.google.com.au/books?id=9Kf_O1eI0J4C&pg=PA169&lpg=PA169&dq=dove+stimulus+generalisation&source=bl&ots=DB8iJmeiVa&sig=ACfU3U1RRogrFk1zBzlI2aaSJ5tb3vcZhw&hl=en&sa=X&ved=2ahUKEwiUrtuyirHhAhUSU30KHQsvB4YQ6AEwDXoECAYQAQ#v=onepage&q=dove%20stimulus%20generalisation&f=false>

Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson