Paper Example on Conditional Response

An advertisement is a powerful tool used in luring customers into buying products. The Internet has brought interconnection of people regardless of the location. The use of social media platforms together with television and several video playing platforms have facilitated the exponential growth in advertisement. Celebrities have also managed to acquire endorsements due to m fans accumulated ina social media. The food industry has used the Pavlov theory of conditioning response to increasing its ability to achieve market penetration. This essay seeks to analyze some of the effects of conditioning response in the media.

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Cocacola Company is a beverage giant which has used all means to achieve market dominance. One of the advertisements of their brand, sprite, has proved to achieve its objective. The ad highlights one basketball player who gets exhausted and thirsty while playing basketball. The bottle of sprite is depicted to be cool and has effervescence which provides a satisfying feeling of quenching his thirst. He then goes to gulp sprite, and the craving disappears, bringing a sense of relief. His return to the court prompts a change of the court to a pool of water. This lures the teammates to jump into it. The ad lastly brings the words "Freedom from thirst" with a bottle of sprite next to it. https://www.youtube.com/watch?v=G1latJ7K8zc

The advertisement uses the theory of conditioning emotional response to lure people into using sprite fully (Tamborowski, Stawicka 2016 ). Emotional feeling is raised by various depiction procedures. People understand how irritating being exhausting is. Fast remedies need to be available, and sprite comes to the rescue. It is expected that the product is as cold and nourishing as possible. The sense of relief comes after the thirst has been quenched. The mates dive into a court turned pool to bring an end to the heated up body. Coldwater always brings an effect to the body. Having cold water run through after heavy exercise depicts a satisfying emotion of relaxation. The last words shown shows the type of product brings all the coupled feelings together.

The unconditional stimulus is found when one sights the presence of a cold liquid when exhausted. It is always a reflex for a person to run for water whenever the body gets tired. The unconditional response is getting to pick the bottle of sprite and the effervescence sound it produces when opening provides a satisfying feeling which is the neutral stimulus. He then drinks it. The teammates look at him salivating, and the sound of water splashing brings a conditional stimulus. The response is that they anticipate diving into the water (Silva, 2018).

The sound a bottle of sprite produces when opened raises questions on the expectation o the fluid to quench thirst. Also, the sound of water splashing raises a concern of the response. This is a form of awareness of the presence of a material that can cause a change in the condition of the environment (Endsley 2001). From the example of the advertisement, it is noted that conditioning occurs without awareness of a relationship between the conditional stimulus and unconditional stimulus.

Conclusion

In conclusion, Pavlov's theory has brought a realization of the novelty of studying the mind. Science has shown tremendous efforts in using all means to discover avenues of influencing markets (Cialdini 2016 ). Currently, the technology and tools used in technology seem to be slowly consuming the human capabilities of making choices. It is providing a downfall for the art of making decisions confirming the statement that man is the author of their own downfall. It is evident that it is possible to control the mind of an individual through the use of conditioning emotional response.

References

Cialdini, R. (2016). Pre-suasion: A revolutionary way to influence and persuade. Simon and Schuster. https://books.google.com/books?hl=en&lr=&id=GI7tDAAAQBAJ&oi=fnd&pg=PP9&dq=Pavlov%27s+theory+has+brought+a+realization+of+the+novelty+of+studying+the+mind.+Science+has+shown+tremendous+efforts+in+using+all+means+to+discover+avenues+of+influencing+markets&ots=55cOQ7pOCW&sig=FExc1rLgvBawloXme4C8fqjjA-c

Endsley, M. R. (2001, November). Designing for situation awareness in complex systems. In Proceedings of the Second International Workshop on symbiosis of humans, artifacts and environment (pp. 1-14). https://www.researchgate.net/profile/Mica_Endsley/publication/238653506_Designing_for_situation_awareness_in_complex_system/links/542b1ada0cf29bbc126a7f35.pdf

Silva, F. J. (2018). The puzzling persistence of “neutral” conditioned stimuli. Behavioural processes, 157, 80-90. https://www.sciencedirect.com/science/article/pii/S0376635718302079

Tamborowski, P., & Stawicka, J. (2016). The Impact of Multiscreening on the Consumer Information Processing within the Contemporary Media Landscape. http://lup.lub.lu.se/student-papers/record/8881641/file/8881643.pdf