Influence: The Psychology of Persuasion · chapter 5 · id influence-c5-05-classical-conditioning-pavlovi

“Classical conditioning (Pavlovian association) explains why advertisers link their products with attractive models, celebrities, and pleasant experiences -- positive feelings become associated with the product.”

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Receipts

Jones, Olson & Fazio (2010), Critical Review of Classical Conditioning Effects on Consumer Behaviorpaywalled — manual check queued

Classical conditioning of consumer attitudes is a robust phenomenon, though effect sizes are typically small and heavily moderated by awareness, contingency, and number of pairings.

Till & Busler (2000), The Match-Up Hypothesis, Journal of Advertising 29(1)FLAGGED: DOI not in registry

Celebrity endorsement effects depend on perceived fit between celebrity and product. Random pairing does not reliably produce positive transfer.

This claim is a stable, citable object. If you can falsify a verdict, tell us — corrections are loud here.