Effects of Conditioning in Advertising

Abstract

A large number of advertisements pair the presentation of a product or brand name with another stimulus that possesses affective value. The pairing of these two stimuli can result in a change in behavior (e.g., attitude, purchasing probability, attention to the product in the marketplace) toward the product or brand name. These pairings resemble the procedure of classical conditioning. This chapter discusses some of the research that has been done in the area of conditioning and advertising as well as some of the recent developments in conditioning theory and research that may assist in advertising research and its application. The chapter addresses such topics as useful parameters for producing conditioning, the roles of affect and cognition, and the role of awareness; and many potentially relevant conditioning phenomena are discussed that might be of relevance to advertising.

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