Classical conditioning is an experimental procedure in which a conditioned stimulus (CS) that is, at the outset, neutral with respect to the unconditioned response (UR) is paired with an unconditioned stimulus. Example: Pavlov’s dog experiment – where a sound is paired with food to cause the dog to salivate. Evenually the sound is enough for the dog to salivate.

Operant Conditioning = Learnt behaviour based on a way to obtain a reward and avoid a punishment.

Countless brands have utilised classical conditioning in the marketing, to associate a particular ‘feeling’ with a brand.

Examples are: Coca Cola, McDonalds and Kit-Kat.

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