Classical Conditioning Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not response on its own. Overtime, this second stimulus causes a similar response because it is associated with the first stimulus. This phenomenon was first demonstrated by Ivan Pavlov's" dog experiments" when doing research on a digestion of animals. -<Tab/>Pavlov induced classical conditioning learning by pairing a neutral stimulus (…showed first 75 words of 455 total…

…showed last 75 words of 455 total…stimulus. -<Tab/>Product association can be extinguished. The process of stimulus generalization is often central to branding, and packing decisions that attempt to capitalize on consumer's positive associations with an existing brand or company name. Stragies include: -<Tab/>Family branding -<Tab/>Product line extensions -<Tab/>Licensing -<Tab/>Look alike packaging