Blog #5 – Operant conditioning: The psychology of why we buy

Why is it we always go back to that same bar or coffee shop whenever we go out? Why do you always splash out on the same skincare products from the brand everyone uses time and time again? It’s not just the product you receive but the way it can make you feel. 

Operant conditioning is a physiological concept that marketeers use to influence our behaviour without us evening knowing (Francisco & Moura, 2021). 

It was first bought about by (Skinner, 1963) with the theory of rewards and consequences. How behaviours are reinforced based on what happens after we act. If something good comes of a situation, we are more likely to do it again, for example receiving discount codes after a purchase of a brand you love for being a loyal customer. The positive reinforcement makes you feel special. This can also be used negatively, like a warning you to renew a membership before prices inflate. 

Marketing meets phycology with variable enforcement. This is a strategy where brands adapt their messaging according to specific segments of their target audience (What Is Variable Marketing? n.d.). Examples of this are random rewards such as surprise gifts, random limited discounts (receiving a limited code for events such as your birthday), keeping customers hooked, checking online/ emails for goodies and left wanting more.

Operant conditioning in variable enforcement offers positive unpredictability and the type of mystery that keeps customers hooked. 

Next time you’re shopping or signing on to something new, take a moment to notice any subtle messages that may be operant conditioning, whether that’s a sign-up freebie or code and take notes to use it for your own business! 

Referencing and sources: 

Francisco, Prof. Dr., & Moura, T. (2021, July 20). Operant Conditioning, Marketing And Consumer Behaviour: (Part 1) – LiveInnovation.org. LiveInnovation.Org. https://liveinnovation.org/operant-conditioning-marketing-and-consumer-behavior-part-1/

Skinner, B. F. (1963). Operant Behaviour. https://doi.org/10.1007/springerreference_302724

What Is Variable Marketing? (n.d.). Polymer. Retrieved February 19, 2025, from https://www.polymersearch.com/glossary/variable-marketing