A common battle for your everyday college student: which caffeinated beverage should I purchase while on my weekend "Target run?"
In order to sway consumers in their favor, Coca-Cola uses innovative advertising strategies, specifically the psychological method known as classical conditioning. By definition, classical conditioning is a "form of learning in which [organisms] come to respond to a previously neutral stimulus that has been paired with another stimulus that elicits an automatic response (Lilienfeld, 234)." Advertising and marketing teams, whether they realize it or not, act primarily on a psychological basis when developing their product. By continuous pairing of their respective product with an appealing stimulus, advertising and marketing teams can increase the chances that consumers will purchase their product, as opposed to that of their competitors. Take the following advertisement for example.
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A common battle for your everyday college student: which caffeinated beverage should I purchase while on my weekend "Target run?"
In order to sway consumers in their favor, Coca-Cola uses innovative advertising strategies, specifically the psychological method known as classical conditioning. By definition, classical conditioning is a "form of learning in which [organisms] come to respond to a previously neutral stimulus that has been paired with another stimulus that elicits an automatic response (Lilienfeld, 234)." Advertising and marketing teams, whether they realize it or not, act primarily on a psychological basis when developing their product. By continuous pairing of their respective product with an appealing stimulus, advertising and marketing teams can increase the chances that consumers will purchase their product, as opposed to that of their competitors. Take the following advertisement for example.
Another, more recent example of Coca-Cola's attempts to manipulate their current and prospective customer emotions occurs in the following video of Coca-Cola's "happiness machine." In respects to their company mission of "[inspiring] moments of optimism and happiness," Coca-Cola went a step further in classical conditioning methods.
After innovative psychological methods such as these, Coca-Cola has greatly increased the level happiness associated with their product. So, what will you buy: Pepsi, or Coca-Cola?
