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Part Two Integrated Marketing Program Situation Analysis
Belch: Advertising and
Promotion, Sixth Edition
Figure 4-6 The classical
conditioning process
Exhibit 4-17 Lancôme
associates itself with
moisture
II. Integrated Marketing
Program Situation Analysis
4. Perspectives on
Consumer Behavior
Unconditioned stimulus
(grapes)
Conditioned stimulus
(Lancome moisturizer)
Association develops through
contiguity and repetition
© The McGraw−Hill
Companies, 2003
Unconditioned response
(fresh and moist)
Conditioned response
(fresh and moist)
Two factors are important for learning to occur through the associative process. The
first is contiguity, which means the unconditioned stimulus and conditioned stimulus
must be close in time and space. In Pavlov’s experiment, the dog learns to associate
the ringing of the bell with food because of the contiguous presentation of the two
stimuli. The other important principle is repetition, or the frequency of the association.
The more often the unconditioned and conditioned stimuli occur together, the stronger
the association between them will be.
Applying Classical Conditioning Learning through classical conditioning plays an
important role in marketing. Buyers can be conditioned to form favorable impressions
and images of various brands through the associative process. Advertisers strive to
associate their products and services with perceptions, images, and emotions known to
evoke positive reactions from consumers. Many products are promoted through image
advertising, in which the brand is shown with an unconditioned stimulus that elicits
pleasant feelings. When the brand is presented simultaneously with this unconditioned
stimulus, the brand itself becomes a conditioned stimulus that elicits the same favorable
response.
Figure 4-6 provides a diagram of this process, and the ad for Lancôme in Exhibit
4-17 shows an application of this strategy. Notice how this ad associates Lancôme
with the freshness and moisture of grapes. The brand’s positioning plays off this
association.
Classical conditioning can also associate a product or service with a favorable emotional
state. A study by Gerald Gorn used this approach to examine how background
music in ads influences product choice. 26 He found that subjects were more likely to
choose a product when it was presented against a background of music they liked