Chapter 5: Problem 4

Using the terms of classical conditioning, provide an example of how advertisers might use classical conditioning to facilitate the creation of positive emotions toward particular products.

Short Answer

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Advertisers may use classical conditioning to facilitate positive emotions towards products. They can associate a product with an unconditioned stimulus (like a favored celebrity) that triggers an unlearned, automatic response (enjoyment), thus over time, the product becomes a conditioned stimulus, evoking the response (feeling of enjoyment) by virtue of its association with the UCS.

Step by step solution

Understanding Classical Conditioning

First, we need to understand key concepts of classical conditioning, formulated by Ivan Pavlov. In classical conditioning theory, an Unconditioned Stimulus (UCS) is something that naturally, and automatically triggers a response. It does not require any learning. The Unconditioned Response (UCR) is the unlearned response that occurs naturally in response to the UCS. The Conditioned Stimulus (CS) is previously neutral stimulus that, after being associated with the UCS, eventually triggers a conditioned response (CR). And, the Conditioned Response (CR) is the learned response to the formerly neutral, but now conditioned stimulus.

Applying Classical Conditioning to Advertising

Next, the application of these principles in advertising can be considered. Advertising often associates an Unconditioned Stimulus, such as enjoyable music, attractive scenes, humor, celebrity that people already like (the UCS which naturally triggers feelings of happiness - the UCR), with a product (the Conditioned Stimulus). Over time, with repeated exposure, people come to associate the product with these positive feelings. Thus, the product itself (CS) comes to evoke positive emotions (CR).

Formulating a Specific Example

An example will further illustrate this. Think of a car commercial using a famous and liked sports personality (UCS), who is seen enjoying driving the car (the product - CS). The enjoyment the sports personality emanates (UCR) is associated with the car so that, eventually, the car itself triggers the feeling of enjoyment (CR).

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Using the terms of classical conditioning, provide an example of how advertisers might use classical conditioning to facilitate the creation of positive emotions toward particular products.

Short Answer

Step by step solution

Understanding Classical Conditioning

Applying Classical Conditioning to Advertising

Formulating a Specific Example

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