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Marketers effectively utilize the concepts of consumer instrumental learning when they provide positive reinforcement by assuring customer satisfaction with the product, the service and the total buying experience.

Customer Satisfaction (Reinforcement): The objective of all marketing efforts should be to maximize customer satisfaction. Marketers must provide the best possible product for the money and avoid raising consumer expectations for product performance beyond what the product can deliver. Aside from the experience of using the product itself the consumers can receive reinforcement from other elements in the purchase situation such as the environment in which the transaction or service takes place, the attention, and service provided by employees and the amenities provided.

Reinforcement Schedules: Product quality must be consistently high and provide satisfaction to the customer with each use for desired consumer behaviour to continue.However some rewards do not have to be offered each time the transaction takes place because even an ocassional reward provides reinforcement and encourages customer patronage.There are three types of reinforcement Schedules: total or continuous reinforcement, systematic (fixed ratio) and random ( variable ratio).

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Instrumental conditioning can be strategically applied in various ways, such as training animals, shaping behavior in humans, treating phobias or addictions, and improving productivity in organizations through reinforcement schedules and positive reinforcement techniques. By systematically reinforcing desired behaviors and extinguishing undesired ones, instrumental conditioning can effectively modify behavior and promote learning in a variety of contexts.

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