Submitted By: POORVI

MSC CLINICAL PSYCHOLOGY (1ST SEM)

Classical conditioning is a type of learning where an organism learns to associate two stimuli, leading
to a change in behavior. This concept was first described by Ivan Pavlov.

Key Aspects:

Unconditioned Stimulus (US): This is something that naturally and automatically triggers a response.
For example, in Pavlov’s experiment, food is the unconditioned stimulus because it naturally causes
dogs to salivate

Unconditioned Response (UR): This is the natural response to the unconditioned stimulus. In the case
of Pavlov’s dogs, salivating in response to food is the unconditioned response.

Neutral Stimulus (NS): Initially, this is a stimulus that does not trigger the unconditioned response on
its own. In Pavlov’s experiment, the sound of a bell served as the neutral stimulus.

Conditioning Process: During conditioning, the neutral stimulus (bell) is repeatedly paired with the
unconditioned stimulus (food). Over time, the dog begins to associate the bell with food.

Conditioned Stimulus (CS): After the association is made, the neutral stimulus becomes a conditioned
stimulus. Now, the sound of the bell alone is enough to trigger a response.

Conditioned Response (CR): The response that now occurs as a result of the conditioned stimulus is
called the conditioned response. In Pavlov’s experiment, the dog begins to salivate in response to the
sound of the bell, even when food is not presented.

Key Points:

Acquisition: The phase in which the neutral stimulus is paired with the unconditioned stimulus to
produce the conditioned response.

Extinction: If the conditioned stimulus is presented repeatedly without the unconditioned stimulus,
the conditioned response will eventually fade.

Spontaneous Recovery: Sometimes, after extinction, the conditioned response may suddenly
reappear when the conditioned stimulus is presented again.

Generalization: The tendency for stimuli similar to the conditioned stimulus to elicit similar
responses.

Discrimination: The ability to distinguish between the conditioned stimulus and other stimuli that do
not signal the unconditioned stimulus.

EXAMPLE

In the example where a popular actor like Shah Rukh Khan advertises a product like paan masala,
classical conditioning can be seen in how the advertisement influences viewers, especially young
ones, to associate the product with the positive attributes of the actor.

Example: Shah Rukh Khan’s Paan Masala Advertisement

Unconditioned Stimulus (US):

Unconditioned Response (UR):

People, including children, naturally admire and want to emulate Shah Rukh Khan due to his
charisma and fame.

Neutral Stimulus (NS):

The paan masala brand initially holds no special meaning or appeal for the child.

Conditioning Process:

In the advertisement, Shah Rukh Khan is shown using or endorsing the paan masala product. The
child repeatedly sees this ad, where the admired actor is associated with the product. Over time, the
child begins to link the product with the qualities of Shah Rukh Khan—coolness, success, and
admiration.

Conditioned Stimulus (CS):

The paan masala brand or its product.

Conditioned Response (CR):

Eventually, the child might start to believe that using or consuming the paan masala will make them
more like Shah Rukh Khan—cool, successful, and admired. This conditioned response can lead the
child to desire or even use the product, despite the potential health risks.

Key Takeaway:

The advertisement leverages Shah Rukh Khan’s image and the feelings he naturally evokes
(unconditioned response) to create a conditioned response in the child, where the paan masala
product is seen as desirable. This is a powerful demonstration of how classical conditioning can be
used in advertising to influence consumer behavior, especially among impressionable audiences like
children.

Effectiveness of Using Classical Conditioning in the Paan Masala Advertisement

Brand Association:

Positive Outcome: The effectiveness of using Shah Rukh Khan in a paan masala advertisement is
rooted in the strong association between the brand and the actor’s image. Fans who admire Shah
Rukh Khan may develop a positive attitude toward the product simply because of his endorsement.
This can lead to increased brand recognition and sales.

Negative Outcome: While the association might be strong, it can also lead to unintended negative
consequences. Consumers, particularly children, may overlook the potential harms of the product
due to their focus on celebrity endorsement. This can create a situation where the product is
consumed not for its qualities but because of the image associated with it.

Influence on Behavior:
Positive Outcome: The advertisement is likely to be effective in influencing consumer behavior,
especially among those who are fans of Shah Rukh Khan. The classical conditioning process works
well here as the repeated pairing of the actor with the product can make the product seem more
appealing and desirable.

Negative Outcome: This effectiveness can also be problematic, especially when the target audience
includes impressionable children. Children may not have the cognitive ability to critically evaluate the
health risks associated with paan masala. Instead, they may be more prone to simply mimicking the
behaviors they see in the advertisement, leading to potential health risks like addiction to harmful
substances.

Ethical Implications

Exploitation of Admiration:

Negative Implication: Using a widely admired public figure like Shah Rukh Khan to endorse a
potentially harmful product raises serious ethical concerns. The advertisement exploits the trust and
admiration that fans, especially young ones, have for the actor. This can be seen as manipulative, as
it leverages positive feelings toward Shah Rukh Khan to promote a product that has significant health
risks.

Positive Implication: Some may argue that using a popular figure helps in effective marketing and
boosts the economy by increasing sales. However, this positive outcome is overshadowed by the
ethical concerns regarding public health.

Targeting Vulnerable Audiences:

Negative Implication: The use of classical conditioning in this context is particularly concerning
because it can disproportionately affect vulnerable audiences, such as children and adolescents.
These groups are less likely to understand the long-term consequences of using paan masala and are
more susceptible to the influence of celebrity endorsements.

Positive Implication: In some cases, advertising might raise awareness of a product or brand, but
when the product is harmful, this awareness becomes a negative force rather than a positive one.

Public Health vs. Corporate Profit:

Negative Implication: There is a clear ethical dilemma between corporate profit and public health.
Promoting a product known to cause health issues, such as paan masala, for the sake of profit is
ethically questionable. The potential long-term health impacts on consumers, particularly young
ones, are severe and include risks like oral cancer and other related diseases.

Positive Implication: For the company, the advertisement might be a financial success, leading to
increased profits. However, the ethical cost in terms of public health cannot be justified by financial
gains