Examples of conditioned reflex

Pavnoff's conditioned reflex theory is illustrated by an experiment, which is one of the most famous experiments in psychology. In the experiment, Pasteur rang the bell first and then gave the dog food. When a dog gets food, it will spit. So repeatedly. When the number of repetitions is small, the dog will vomit a little when he hears the bell; After repeating it for 30 times, a single sound stimulation can make it produce a lot of saliva. But after repeated contact, the dog began to secrete saliva after hearing the sound of 1 to 2 seconds. Here, food is an unconditional stimulus-that is, an existing reaction inducement; Drooling is an unconditional response-an unconditional response to an unconditional stimulus. Ringtones are conditioned stimuli-passive responses to unconditional stimuli. In Pasteur's experiment, the connection between food and ringtones was repeated, which eventually led dogs to associate food with ringtones and secrete saliva when they heard ringtones. This salivation reflex caused by a stimulus of the bell is called conditioned reflex. For example, if a dog drools at the sound of the bell and doesn't get food or hear the bell for a period of time, then this conditioned reflex can remain as strong as before, of course, this "time period" cannot be too long. If there are only bells without food or only food without bells within three days, the original connection between bells and food will be weakened. Conditional reflex theory can be used to explain the reasons for using celebrity advertisements. When celebrities and brands are repeatedly linked together, the image of celebrities and other values are transferred to the brand. At this time, brands are conditional, celebrities are unconditional, and the feeling of attraction and love is unconditional. Pepsi's advertisement with the theme of "the choice of the younger generation" is a typical example. Through this theme, Pepsi has repeatedly associated this brand with Madonna, Faye Wong, Aaron Kwok, F4 and other "Pepsi * * *" young stars. Although advertisements never give that Pepsi is the choice of young people or that drinking Pepsi can bring happiness, advertisers hope to associate Pepsi with young people and happy scenes. Because this kind of connection can convey good feelings to products. It can be seen from the popularity of Pepsi among young people that advertisers have achieved this goal. In fact, in advertising practice, there are both halo effect and celebrity advertising failure. The reason for this is the brand factor of celebrities. Brand factor is an important factor. When acting on advertisements, morality is a factor that directly affects the effect, which is also determined by the cultural background of our country. The second is the correlation between celebrities and commodity categories. The Chinese Academy of Sciences once did an experiment. Jordan and Kissinger advertise sports shoes and international current affairs magazines respectively. Kissinger advertised sports shoes instead of magazines, and the effect was quite different. This is also the dislocation of celebrities, so the effect is not as good as that of ordinary people, which has negative effects. The third is the credibility of the audience. The difference of audience trust has a great influence on the purchase desire. A celebrity can have a say in products in a certain field, but he is not familiar with all products. Celebrity and brand are complementary resources. Celebrities have their own advantages: popularity, credibility and affinity. Enterprises use the advantages of celebrities to establish brand advantages, so it is understandable for enterprises to use celebrities to establish brands. There is no denying that celebrities do play a very important role in the brand building of enterprises. Whether a celebrity can play a role in the brand depends on many aspects, such as: whether a celebrity is suitable to speak for enterprise products; Does the celebrity know about the product (function, efficacy, scope of use, etc.)? ); Whether celebrities use the product, etc. These factors must be considered by business operators when choosing celebrities.