Five years from now, the one thing I know that I'll remember is the lessons on advertisement techniques. It seems like everywhere I look there are advertisements; some type of propaganda, trying to convince me to buy a product. It doesn't surprise me that young people see over 40,000 advertisements per year on television alone (Pediatrics Vol. 118). When we learned about classical conditioning and how it can change our behavior, it made complete sense to me that advertisers would use this technique to "teach" people that their product is the best choice. Most people have the point of view that they make informed, objective decisions when choosing a brand of shampoo, chips, or even a new car. However, after learning about classical conditioning, I think advertisements affect our decision making a lot more than we realize. We can compare an advertisement to Pavlov's salivating dog. For example, the skyblue vodka advertisement in the Lilienfeld textbook (pg. 208). In this advertisement the girl in the bathing suit is the unconditioned stimulus (or the food in the case of Pavlov's dog) because she creates an inherently enjoyable response in the viewer. This becomes associated with the conditioned stimulus, skyblue vodka, and eventally the same enjoyable response is associated with both stimuli. If consumers have an enjoyable feeling associated with a product they are mich more likely to buy it, even if they attribute this bahavior to something else, like the quality of the product. There are so many products available to consumers now, how do people decide which ones to buy? I am now aware of, and will remember in the future, the reason that certain advertisements are so effective.