020 Classical Conditioning
A method of influencing how people react to a particular thing by repeatedly presenting it with other things they either like or dislike.
• The influence occurs at an unconscious level, and results in a physical or emotional reaction.
• Classical conditioning is commonly employed in animal training, behavior modification, and advertising.
• For example, presenting images of attractive people with a product creates positive feelings for that product. Conversely, presenting disturbing images of extreme violence or injury with a product creates negative feelings for that product.
• The stronger the reaction to a thing, the easier it will be to generalize that reaction to other things.
• Use classical conditioning to influence emotional appeal. Pair designs with appropriate stimuli to promote positive or negative associations.
See Also Aesthetic-Usability Effect • Mere-Exposure Effect Operant Conditioning • Shaping
