Influence: The Psychology of Persuasion · chapter 5 · id influence-c5-05-classical-conditioning-pavlovi
“Classical conditioning (Pavlovian association) explains why advertisers link their products with attractive models, celebrities, and pleasant experiences -- positive feelings become associated with the product.”
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Jones, Olson & Fazio (2010), Critical Review of Classical Conditioning Effects on Consumer Behaviorpaywalled · manual check queued
Classical conditioning of consumer attitudes is a robust phenomenon, though effect sizes are typically small and heavily moderated by awareness, contingency, and number of pairings.
Till & Busler (2000), The Match-Up Hypothesis, Journal of Advertising 29(1)FLAGGED: DOI not in registry
Celebrity endorsement effects depend on perceived fit between celebrity and product. Random pairing does not reliably produce positive transfer.
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