Question

A major automaker has developed a series of television commercials that show its cars in the great outdoors, in peaceful settings, away from the hustle and bustle of big cities. The company hopes that seeing the cars in these settings will condition good feelings about its cars. Which learning principle is this particular automaker attempting to use?

1) operant conditioning
2) classical conditioning
3) observational learning
4) noncontingent reinforcement

Answer 1

The automaker is utilizing 2) classical conditioning by associating serene outdoor settings with their cars in an effort to evoke positive feelings and increase desirability.

Step-by-step explanation:

The automaker is attempting to use the learning principle known as classical conditioning, where consumers learn to associate the peaceful and pleasant imagery of cars in nature with positive feelings about the car brand. This strategy is based on the idea that a reflexive response to a stimulus (the feeling of peace and tranquility evoked by nature) can be transferred to another stimulus (the car) if they are paired together repeatedly. To achieve this, the automaker presents the cars in serene outdoor settings that evoke a sense of calm and enjoyment, which is anticipated to be associated with the cars themselves, making them more desirable to consumers.