A television commercial for a new camera features a handsome man taking photographs of beautiful women in bikinis on a California beach. This commercial uses _____ conditioning techniques, following an approach to advertising that was pioneered by _____.
A) operant; B. F. Skinner
B) classical; John B. Watson
C) operant; Edward L. Thorndike
D) classical; Ivan Pavlov

Question

Quizplus · Accepted Answer

The commercial is using classical conditioning techniques by pairing the attractive women in bikinis with the new camera, creating an association between the product and the positive feelings elicited by the women. This approach to advertising was pioneered by John B. Watson, who famously used classical conditioning techniques to create a fear response in a young boy to a previously neutral stimulus (a white rat) in his famous "Little Albert" experiment.

A Television Commercial for a New Camera Features a Handsome