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Classical conditioning occurs when a
stimulus
is associated with a
consequence (reward or punishment).
This was shown by Ivan Pavlov with dogs.
An unconditioned stimulus (UCS) elicits a specific, unconditioned response (UCR).
If the UCS is associated with a neutral stimulus (NS),
the latter may become a conditioned stimulus (CS)
and elicit the same, conditioned response (CR), in the absence of the UCS.
Advertisers often use classical conditioning to associate their
products
(NS) with a desirable stimulus (UCS).