Question

According to the text In Focus box titled "Watson, Classical Conditioning, and Advertising," John B. Watson believed that in order to make consumers react, advertisers should do all of the following EXCEPT:

a) Create emotional associations with products
b) Use celebrity endorsements
c) Use classical conditioning principles
d) Evoke strong emotional responses

Answer 1

According to John B. Watson, in order to make consumers react, advertisers should do all of the following EXCEPT create emotional associations with products, use classical conditioning principles, and evoke strong emotional responses.

Step-by-step explanation:

According to the text, John B. Watson believed that in order to make consumers react, advertisers should do all of the following EXCEPT: a) Create emotional associations with products b) Use celebrity endorsements c) Use classical conditioning principles d) Evoke strong emotional responses

John B. Watson believed that human behavior, just like animal behavior, is primarily the result of conditioned responses. He extended Pavlov's principles of classical conditioning to the conditioning of human emotions. Therefore, Watson advocated for the use of classical conditioning principles in advertising to elicit desired consumer reactions.