People tend to evaluate objects in the environment differently. Psychologists describe these tendencies as attitudes. An attitude can be learnt through classical conditioning (Staats & Staats, 1958). Advertisement agencies use classical conditioning to influence the attitude of consumers towards a particular product. I will create an advertisement to demonstrate classical conditioning in an ad.
The product’s name is Outré Gel . It is an anti-aging cream with an ability to significantly reduce facial wrinkles. The product moisturizes the skin, thus improving its appearance. Outré Gel is a beauty product with the potential to plump the skin and making wrinkles less visible. Its continued use gradually eliminates the skin wrinkles making the skin look younger. The primary ingredients of this product are retinoid, Vitamin C and Peptides. All these ingredients have been found to have skin-improving abilities.
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A suitable promotion technique for this beauty product is endorsement advertising. In this promotion technique, I will identify two female celebrities to endorse the product. The celebrities can be supermodels or well-known musicians. The next step will be to approach these celebrities to convince them to participate in a television commercial. The commercial will show the celebrities using the product and getting incredible improvement on their skin appearance after a few days of use. The female celebrities will first show their disappointment with other unidentified beauty products. After ditching those products for Outré Gel, the celebrities will portray their satisfaction with the results.
The endorsement product promotion uses the classical conditioning approach to modify the attitude of consumers. Pairing a product with well-known and admired celebrities creates an appealing and attractive perception of the product by consumers (Olson, & Fazio, 2001). Consumers tend to develop a positive association with the product. The positive association makes them develop a positive attitude towards the product (Cherry & Gans, 2019). For instance, the fact that supermodels or celebrated musicians use the Outré Gel may influence the consumers to develop a positive attitude of the product. A repeated pairing of these supermodels and the product leads to the formation of a positive association with Outré Gel. Uses of classical conditioning in adverts will, therefore, influence the attitude of consumers considerably.
References
Cherry, K., & Gans, S. (2019). How Can Our Attitudes Change and Influence Behaviors?. Retrieved from https://www.verywellmind.com/attitudes-how-they-form-change-shape-behavior-2795897
Olson, M. A., & Fazio, R. H. (2001). Implicit attitude formation through classical conditioning. Psychological Science, 12(5), 413-417.
Staats, A. W., & Staats, C. K. (1958). Attitudes established by classical conditioning. The Journal of Abnormal and Social Psychology, 57(1), 37.
