It does not take a comprehensive knowledge of Pavlov's Dog Experiment to understand the powerful effect Classical Conditioning can have. Through the pairing of a conditioned stimulus with the unconditioned stimulus and response that normally result, associations that would not usually form now become the new norm. Utilizing the simple tactic, companies market their products to consumers through the induced influence of Classical Conditioning.
Consider the last commercial you watched on TV. Was the background music a trendy song performed by a “hot” artist of the target-consumer's generation? Was the individual, pitching or vouching for the product, done by someone of relative social importance or popularity? How about the connotations of the messages presented throughout the ad? Did they appeal to your pathos, be it through plucking upon your heart strings, or reminding you of a fond childhood memory? If you said yes to any of these questions, you have also likely experienced the effects these commercials cause via Classical Conditioning.
This is not to say you, as a consumer, have been psychologically conned into every purchase you have made. Some products that are advertised are truly good merchandise and have intrinsic value. But naïve customers, who are likely more receptive to the influences of Classical Conditioning, can end up getting bamboozled into buying shoddy commodities.
So how do they do it?
As stated before, music plays an integral role in the Classical Conditioning within commercials. Songs and jingles that are favored by the public, or have that knack for getting stuck in your head, work for the product in two ways. First, it is attention grabbing, providing a sticking point for the good. Second, whenever the song is played again though any medium, e.g TV, radio, your own mouth, it immediately causes the customer to recall the product the song was paired with. Therefore, every subsequent playing of the song serves as a “pseudo-advertisement” for the product.
Famous or well known individuals also help push companies' products off the shelves with their featuring in commercials. Marketers had the foresight to realize that the opinions you have of these spokespersons could translate over to your notions of what they are trying to sell. By playing off the regard and/or general approval you hold for select athletes, actors, or celebrities, companies can develop a flattering association you will affiliate towards their merchandise. A testament to Classical Conditioning's puissance, all this occurs without the product's quality even coming into question
The toying with emotions is arguably the most powerful tool marketers have in their arsenal. Emotions, especially strong ones like love, sympathy, hatred, and lust, are so embedded into your being, that upon their arousal, they overtake the body, and manifest throughout every square inch of your person. With this in mind, the developers of commercials aim to have their work appeal to the consumers' pathos. This is done in the hopes that buyers will consequently align themselves concurrently with the sentimental message(s) paired to subject of the commercial. If this all occurs, your emotive response can then be attributed to the product itself, forming an emotional attachment to the matter.
There is arguably no advertisement that more effectively utilizes these ploys of Classical Conditioning then the following commercial:
(How many times has this happened to you?)
Your favorite show breaks for commercials. The TV, albeit just for a second or two, is blank and still. Suddenly emerging from the silence, you hear a measure of the haunting notes to Sarah McLacklan's song “Angel”. Knowing what is about to come, you frantically search for your remote in hope you can change the channel before its too late...but its no use. The image of a decrepit looking dog, helplessly collapsed in the arms of someone, appears on the screen as Sarah vocalizes with her evocative requiem.
Try as you may, your attention is unwavering and wholly focused on the woeful animals that flash across the television. McLachlan then appears on the screen, informing you of the horrible existence animals like these must endure. However, with your help (and a daily donation of 60 cents) you can change the otherwise pitiful fate of these creatures. At this point, while you are fighting off tears and a heavy feeling of obligation, the organization's number and URL pop up on the screen. Several more deplorable cats and dogs, which you can “give a second chance, right now” cross the screen. A couple more beckons for your help are voiced and then the commercial fades into blackness.
Now you may or may not have succumbed to contacting this organization upon the completion of this commercial but there is no denying that it has left a resounding effect on your mood and your feelings toward animal cruelty. Furthermore, anytime you hear the song “Angel” you cannot help but be reminded of those miserable cats and dogs. You may have been able to eventually shrug of the burden such commercials and reminders have given you, but not everyone could. In fact, ASPCA (the organization featured in the commercial above) was able to raise $30 million and gain almost 200,000 new donors with just a year of airing this commercial1. With its incorporation of the detailed components of Classical Conditioning, this commercial was able to greatly bolster ASPCA's efforts towards achieving their mission of ending animal cruelty while promoting animal welfare.
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