Customer loyalty through associations

Prof. Venkatachalam explained my 'delighted reaction' towards the salon coiffeur using the theory of 'conditioning'. He says that I have been conditioned to express my love for my little one. The coiffeur in turn elicited my loyalty by associating with my little boy, towards whom I've already been conditioned (to express my love). Such an act on the part of the coiffeur can be referred to as 'secondary reinforcement'.

Marketers too can employ secondary reinforcements by associating with entities towards whom the customer has already been conditioned in a certain way. The trick here is to notice the primary association between the customer and that entity. Once that bond is 'uncovered', the marketer can move to building a relationship with that entity.


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