Contact us

The Role of Classical Theory of Conditioning in Advertising

Md Daoud Ciddikie

Research Scholar, Department of Commerce & B. S., Jamia Millia Islamia, Delhi, INDIA.


The aim of this paper is to study the role played by The Classical Theory of Conditioning’ in Advertising. ‘The Classical Theory of Conditioning’ or ‘Respondent Positioning’ was a result of the experiment conducted on dogs by Ivan Pavlov (a noble prize winner in 1904). Although, this theory was developed to study the digestive process of animals over a long period of time, it later became the basis of ‘learning’ (change in behaviour) process.

Keywords :Stimulus, Conditioned stimulus and Unconditioned stimulus.