One reason that the study of classical conditioning is important is that we are exposed to classical conditioning procedures on a daily basis in which advertisers try to sway us towards their product.

John B. Watson used two techniques to sell products. One was to pair the product with an emotion-eliciting stimulus with the hope that the product would elicit a similar emotion. (An application of the procedure of Watson and Rayner.)

Pick an advertisement (print, TV, radio, web) and describe it as a conditioning procedure. What is the unconditioned reflex in the situation? What is the intended CS? What is the conditioning effect advertisers are looking for?

Turn in a hard-copy of your assignment. Your paper should be about a long paragraph, double-spaced. Attach the ad if possible. Also be prepared to present your ad in class.

Have fun. Try to find a really ludicrous example of this technique.