A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because:
A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Question

Quizplus · Accepted Answer

Playing the jingle before showing the product (latte) could create a stronger associative link in the viewer's mind, making the advertisement more effective. This technique is based on the principles of classical conditioning, where a conditioned stimulus (jingle) is presented before the unconditioned stimulus (latte) to create a stronger association.

A Coffee Chain Could Not Understand Why Its New Commercial